http://www.forbes.com/sites/groupthink/2014/01/10/which-brands-will-triumph-in-2014/

1. Which brands will triumph
in 2014?
Six behaviors that will
characterize winning brands
Thomas Mueller, Chief Experience Officer, Siegel+Gale
Based on an article first published online for Forbes – January 10, 2014

2. Brands that deliver on
promises will win

3. Nike, whose purpose is “to bring
inspiration and innovation to every athlete
in the world,” is an expert at keeping
promises. Its Nike+ platform allows an
athlete to track the day, set a goal, see
progress, stay motivated and tell the
world. It’s an ingenious mix of inspiration
and innovation—totally in line with Nike’s
promise.
Nike tells the world what it plans to do: “It
is our nature to innovate,” “Simplify and
go,” “Evolve immediately,” “Do the right
thing” and “We are on the offense—
always.” And Nike walks that talk.

4. Lesson 1:
Being consistent in your brand’s
communications and interactions—
keeping your promises—is at the core of
building expert brand experiences.

5. Brands that make
simplicity a value – not
just a buzzword – will win

6. IKEA understands the value of simplicity.
Its founder hails from Småland—a city that
exemplifies the company’s shared values
of clarity, humility, thrift and responsibility.
IKEA creates countless simple and
satisfying experiences for customers,
including straightforward catalogues and
clean-lined furniture that’s easy to
assemble.

7. Lesson 2:
The answer is clear: with their powerful
potential to increase revenue and
loyalty, simple experiences pay.

8. Brands that show
empathy will win

9. In December 2013, the Canadian Airline
WestJet had a digital Santa Claus in the
boarding area ask passengers what they
most wanted for the holidays. When
passengers arrived at their destination,
their gifts rolled out on the baggage
carousel to their delight, surprise and awe.
The video capturing the stunt garnered
more than 13 million views in more than
200 different countries. Clearly, WestJet
captured the hearts and minds of not just
their customers, but people everywhere.

10. Lesson 3:
By imagining what their customers might
enjoy and going beyond expectations,
WestJet provided a powerful,
unforgettable brand experience.

11. Brands that consider
context will (time and
space) for all
experiences will win

12. Nest is a brand that is all about context.
It’s a smart and beautiful next generation
thermostat, disrupting a category that
hasn’t seen much innovation or change in
decades.
Nest quickly learns patterns, programs
itself automatically and can lower a
household’s heating and cooling bills up to
20 percent. It has a sleek interface, can be
controlled from a smartphone and uses
information graphics to inform and reward
behavior.

13. Lesson 4:
I am confident that in 2014, we will see
more brands, products and services
with an increased emphasis on context.

14. Brands that treat data
(big and small) with
integrity will win

15. One company that leverages data to great
effect is Amazon (big data in this case).
Amazon uses the information it gathers to
enhance interactions with customers.
For example, the brand uses its records of
past orders to smooth customer service
issues and complaints.
Amazon knows customers personally and
is transparent about its practices. This
creates an optimal user experience.

16. Lesson 5:
Brands that are forthcoming about how
they use customer data will win big with
customers and earn their waning trust.

17. Brands that enable a
culture of innovation will
win

18. Google’s innovations have fundamentally
changed the fabric of our lives and the
brand is a poster child for the innovative
workplace.
Its 20% time program allows employees to
use a portion of their paid time to chase
rainbows and hatch their own ideas. This
program has produced many of the
company’s most highly regarded offerings
including Gmail and serves as a model for
many other innovative companies.

19. Lesson 6:
While many start-ups are based around
innovating and disrupting existing
models, it is essential for established
large companies to provide employees
with the ability and incentive to innovate.

20. 20
The
takeaway
Building a successful brand is not easy. It requires a
razor-sharp focus on simplicity. It entails creating brand
experiences that deepen customer relationships and
deliver meaningful results. And it involves helping
consumers understand the unique value that a brand
brings to the table.
In 2014 and beyond, the organizations that take these
ideas to heart, adapt them and deliver on all of their
promises, will win.

21. Simple
is smart.
www.siegelgale.com