Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.
Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.
Looking at the future of loyalty-marketing innovation, three major trends will emerge.
Robert Passikoff is president/founder of Brand Keys, which has published the Customer Loyalty Index of leading companies in 26 product and service categories since 1996., has an interesting article over at Chief Marketer about what he calls the five key trends that will determine the difference between success and failure for brands and marketers for 2006:
Tags: Brand Management · Strategy
There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.
People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact
Tags: Brand Management · Corporate Branding
TippingSprung, a Manhattan-based brand consultancy, observed that few regular surveys focus on trends in brand naming. Consulting with a panel of branding experts, TippingSprung designed a brand-naming survey to help answer key questions: Which names are most popular? Which are most effective? What are some of the major trends in brand naming today? Results from [...]
Tags: Naming
In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.
The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.
Tags: Branding
The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath.
Trends are not an accusation of some widespread lack of original thinking. Instead, they are a sign of design evolution in our ever-shrinking world.
Tags: Logo
Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage.
Tags: Branding