With 2012 less than a week away, there is no better time than right now to look at what’s ahead in the world of marketing and branding for the new year. JWT Intelligence released two reports that shed insight into the year ahead: 100 Things to Watch in 2012 and 10 Trends for 2012.
Some of the key trends that JWT Intelligence predicts will be hot for the new year include the following:
- Price Opportunities: Brands will introduce low-cost entry-point products into markets for price-sensitive consumers with “stripped down offerings” and smaller sizes.
- Shared Value: Companies will shift from simply donating money to charitable causes to integrating social causes into brand strategies.
- Interactivity: With a growing trend toward making screens interactive, brands will focus on finding new ways to engage consumers through touch screens and experiences.
- Redefining Age: “Old age” is changing with the term focusing on an older audience than ever and a more active older audience. Brands will find ways to better communicate with and target the aging audience.
- Tangible Add-ons: As more content and products become digital, brands will look for ways to add a tangible, tactile experience to those digital products and services and vice versa.
These trends aren’t ground-breaking or innovative. They’re reactions to how the world is changing and examples of how brands need to adapt to macro- and micro-environmental changes. Brands that don’t adapt will fall behind quickly. However, these trends provide excellent strategic opportunities to leverage the changing world and consumer audience for positive brand growth.
The trick for brands in 2012 and beyond will be keeping up with the changing world and consumer audience. In other words, change always happens, but today, change happens faster than ever. Therefore, brands and businesses must be flexible enough to stay ahead of those changes in order to lead (or at least compete) in the markets where they operate.
Is your brand positioned to navigate through fast-changing consumers and markets in the short-term and beyond? Leave a comment and share your thoughts.
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