Jack Morton releases brand insights white paper
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Jack Morton Worldwide, the global brand experience agency has released a whitepaper on ‘What people will want from brands in 2015’. It highlights the key trends that will impact the success of brand experience strategy and content in 2015 and identifies practical ways marketers can interpret the trends – and bring brands closer to what people want.
The white paper explores how people’s needs, expectations and desires – and not gadgets or services – are driving the trends. And thus reveals why it is essential that marketers interpret the trends through a people-centric lens.
Richard Vincent, SVP digital & consumer marketing, Jack Morton Worldwide, says: “It’s easy to feel you have to buy-in to every trend, but what’s important is to understand what matters to people. A trend has no longevity if it doesn’t make a positive difference to people’s lives either practically or emotionally. As marketers, it’s critical that we understand this if we are to make genuine connections between brands and people.”
The key trends examined in this new whitepaper include:
- Immersive experience: Everyone’s talking about immersive, yet most brand experiences are almost entirely focused on the visual. Brands must think about engaging all five senses if they are to get ahead. “In the digital world, everything can be replicated via screens and speakers. The flipside is that people are looking for things that can’t be copied’n’pasted: one-off, multisensory, visceral, real-world experiences. Brands who get this can really seize the opportunity to create unforgettable moments and memories.” Caspar Mason, Senior Creative Strategist, Jack Morton Worldwide.
- Suits you: Tailored services have taken off because they make a positive impact on our lives, helping curate our worlds of all-consuming choice. Their success is such that they are enhancing both our on and off-line experiences. “Time and attention are two of our most precious resources. The most successful, disruptive brands don’t demand these resources – they create them. The opportunity for brands is to identify pain points and minimise effort whilst maximising expertise and reward.” Lewis Robbins – Associate Strategist, Jack Morton Worldwide.
- Parasitic or symbiotic: Advances in data technology bring with it great opportunity, and the naturally opt-in environment of brand experience means marketers operating in this field are better placed than most for data use. But when it comes to using it, marketers should think about what is valued by people – relevance, usefulness, discretion, non-manipulation – not building a database or driving frequency. “The old phrase ‘You are not sitting in traffic, you are traffic’ is equally true for big data. People are realising that ‘big data’ means ‘your data’ and is often a product being sold. So brands need to avoid being creepy in the data age: you might know someone’s name, but it might feel wrong to use it if they haven’t volunteered that information.” Caspar Mason, Senior Creative Strategist, Jack Morton Worldwide.
- Empathetic environments: For brand experiences to be at their most effective, people need to be open and receptive to them – they need to be ‘in the right frame of mind’. What this is will depend on the experience, but it will be driven by emotion. Emotion focuses our attention, shapes our perceptions, and creates clearer, stronger memories. The most innovative brands understand this – and are creating empathetic environments that are deeply attuned to what people want and need. “Such brands use purposeful multisensory cues to recalibrate people’s mindsets, often at a subconscious level, choreographing the rhythm and feel of an experience to make it as positive and as memorable as it can be. Whether it’s a hotel room that makes you sleep better, or a retail environment that energises you as soon as you pass through the doors, these environments represent a powerful opportunity for brands.” Lewis Robbins – Associate Strategist, Jack Morton Worldwide.
Jack Morton produces a number of whitepapers globally and locally, looking at the challenges and trends that marketers face in a rapidly evolving industry. For more information on What people will want from brands in 2015: http://www.slideshare.net/jackmortonWW/2015-trends-jackmorton
