Get ready for "agile brands" in 2015. Allen Adamson, North American chairman of Landor Associates, a leading global branding firm, tells Marketing Daily, “You have to be more agile, faster, more flexible and willing to try new things. ...You need to be simple, sharp and direct.”
According to Landor, these are some key branding trends we'll see in 2015:
- Simplicity: Brand names that are simple, unique and easy to remember (such as "Uber" and "Square") will become more commonplace. Adamson says, “If your brand name can tell your whole story, you’re almost in the end zone."
- Authenticity: Brand authenticity will be valued more than empty marketing promises. Brands that tell authentic stories and develop real relationships with consumers will be the winners.
- Mass Customization: The era of "hyper-personalization" makes it necessary for brands to treat consumers as unique individuals. Customizing products and experiences based on consumers' specific preferences will be expected. Digital and 3D printing technologies will make mass customization possible. “Because digital has made everything personal, consumers expect that in their brand interactions," says Adamson.
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