Brand shift: from inspiration and seduction to meaning and impact
"The future of marketing is marketing for the future," I wrote in my previous article for Adformatie (May 2021). In it, I named the tipping point; from a society full of optimism and self-confidence to one in which fear and uncertainty are growing. In parallel with this societal tipping point, we see a transition from the experience economy to the transformation economy. Transformational marketing is what this decade is all about. This calls for a recalibration of brands that want to maintain or conquer a heart position; from inspiring and seducing to being truly meaningful to people and society. The time has come for brands with IMPACT: Involvement, Mentality, Purpose, Authenticity, Challenge and Truth.
PURPOSE: FROM HAVING TO BEING
Central to this is the purpose of a brand. Why do you exist and what do you mean to people and society? What do you really believe in? What do you want to be or become a champion in as a brand? A shared desire, that's what it's all about. And that goes beyond having a catchy slogan or a beautiful mission statement on the wall. It's about bringing actual value into people's lives. It starts with a shared desire, then translating that into everything you do (what) and how you do it (how), both externally and internally. From intention to doing; from having a purpose to being a purpose.
'With fun you get more done', is the belief of the Red Band brand. In light of the changing zeitgeist, the brand wants to put more emphasis on the meaning and effect of fun. For example, the "Summer Fun" campaign together with the National Fund for Children's Aid brought 5,000 families in poverty some extra fun during the summer.
AUTHENTICITY: FROM DIFFERENT TO OWN
Authenticity is about who or what you really are by virtue of your history, your roots. In other words, what is the brand DNA? This is the foundation of your brand positioning. The zeitgeist demands brands that are true to themselves in a real, pure and natural way. The moment brands pretend to be different than they essentially are, it is no longer accepted. Without authenticity, you miss trust and connection with consumers. So look for what gives your brand individuality and makes it unique.
The founders of Daily Paper combine the culture of their roots (Africa) with the culture in which they grew up and live (the Netherlands), and in this way create a brand where UNITE (connection) is in the DNA.
MENTALITY: FROM ASPIRATIONAL TO MEANINGFUL
Mentality relates to the values you stand for and go for as a brand. From your authenticity you determine with which mentality you give substance to the realization of your purpose; in fact, the how of your brand. In the period before the tipping point, brands had to inspire above all, enticing people to enjoy life and explore new horizons. Brand values were therefore often aspirational in nature. In this decade, it's all about meaningful brand values, fitting who you are as a brand.
If anything captures the imagination, it is sports achievements and sports heroes. That this aspirational world can also be used meaningfully in the fight against racism or obesity, and for believing in the realization of ideals/dreams, Nike shows nicely.
INVOLVEMENT: FROM BRAND AWARENESS TO BRAND ENGAGEMENT
Brands in this decade should also involvement show. Being attentive to what is going on in the world. Connecting with consumers, citizens, guests, customers, partners, and having a real conversation. And taking responsibility for the challenges facing people and society. For example, Roetz-Bikes believes in second chances and strives for a circular and inclusive society, and Auping developed the world's first circular mattress. From a well-known brand to an engaged brand. In that light, as a brand it is good to determine where you can and want to contribute to the SDGs.
CHALLENGE: FROM BRAVE TO BALLS
Brands may challenge more. 'Challenge the status quo,' in other words, dare to break rules. Whereas in previous decades it was mainly the new brands that took on the role of rule breaker on themselves, now it is the turn (also) of established brands. To meet the challenges and opportunities that these times offer, change is indispensable. Thinking and acting differently and, above all, showing courage. Like VanMoof taking on the car in its 'Time to ride the future' campaign. From brave brands to brands with balls.
TRUTH: FROM STORYTELLING TO STORYDOING
"The proof of the pudding is in the eating. At truth is about the concrete evidence of a brand. What concrete innovations, communications and activations are being used on. The purpose (why) and the authenticity and mentality (how) of the brand become concrete and the involvement- and challenge-ideas are turned into the truth (what). For example, Volvo introduced "Lifesaver," which allows Volvo drivers in their area to save lives with their built-in AED. Not only storytelling, but above all storydoing.
IMPACT
The outlined brand shift is a challenge and also an opportunity for marketers who want to (continue to) play a role with their brands in this new zeitgeist. Impact make and be truly meaningful to people and society, now and in the future. How nice it is to get out of bed for that!
On Feb. 25, 2022, this article appeared in Adformatie magazine and on Feb. 28, 2022, at Adformatie.nl
Matt van der Poel RM is a marketer and experience economist at heart. As Partner and Chief eXperience Officer at Fresh Forward, he engages in vision and strategy development for private and public organizations.
