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trendwatching.com’s infographic CLEAN SLATE BRANDS

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trendwatching.com’s infographic CLEAN SLATE BRANDS

  1. 1. You are viewing the 1 minute summary of trendwatching.com’s April 2013 min free monthly Trend Briefing. For the full version please check trendwatching.com/trends/cleanslatebrands/ 1 CLEAN SLATE BRANDS Heritage is the new baggage ;-) Newer, better, faster, cleaner, more open and responsive; consumers are rushing to CLEAN SLATE BRANDS and are now actually lavishing love, attention and trust on brands without heritage and history. DRIVING THIS TREND: LUST FOR THE NEW OPEN OPERATION INSTANT TRUST For consumers, ‘new’ now truly means ‘better’ Using or buying from CLEAN SLATE BRANDS feels more meaningful Consumers are immediately comfortable, and prefer even, turning to CLEAN SLATE BRANDS IMMEDIATELY KNOWN BORN CLEAN Now that everything is instantly reviewed and CLEAN SLATE BRANDS often have 'new' (i.e. higher) earlier and earlier adopters. baked into their business. rated consumers feel more confident in being 92% trust recommendations from friends and family. Online consumer reviews are the second most trusted source of brand information. Television ads were trusted by only 47%. environmental, ethical and social standards deeply % The average age of brands in Millward Brown’s BrandZ Top 100 Global Brands Report has fallen consistently, from 84 in 2006 to 68 in 2012. % % SIMPLE TRUTH FUTURE FAITH CLEAN SLATE BRANDS’ simple, lean operations are easily Consumers trust CLEAN SLATE BRANDS to behave better in understandable and trusted by consumers. the future too (new brands would be crazy to try and get away with bad behavior in today's transparent business arena!). 64% of global consumers think most companies are trying to be responsible only to improve their image. Brands that simplify customer decision-making are 115% more likely to be recommended. BRAND EXAMPLES LOCKITRON: Home security app raises USD 1.5 million in 5 days WAZE: Crowd-sourced navigation app grows from 10 million to 36 million users during 2012 SIMPLE: Digital banking start-up focused on customer service builds a waiting list of over 125,000 WHO GIVES A CRAP: Socially responsible toilet paper brand raises USD 50k in 50 hours IMPLICATIONS & OPPORTUNITIES CLEAN SLATE BRANDS can be adopted by any brand, including old, big ones: Rethink existing models Reduce complexity Speak Bake in responsibilityFebruary 2013 with an authentic voice Nurture CLEAN SLATE BRANDS This is just the 1 minute summary of trendwatching.com’s April 2013 free monthly Trend Briefing. For the full version please check trendwatching.com/trends/cleanslatebrands/ trendwatching.com | Infographics Enjoyed this? Read all our free publications: Want More? 2014 PREMIUM SERVICE trendwatching.com/freepublications/ Need access to all the vital consumer trends, insights and innovations in 2014? Our Premium Service is for you. trendwatching.com/premium/ TREND FRAMEWORK INDUSTRY UPDATES INNOVATIONS DATABASE 2014 TREND REPORT MONTHLY SNAPSHOTS TREND APPLY TOOLKIT