Red Sky founder and CEO Jess Flynn taps into trend research and communication contacts spanning nearly every industry to forecast the trends, tools and tips you need to know to share stories that matter in a constantly evolving world.
9. DO OUR VALUES ALIGN?
With so many choices available in our
lives, consumers are not necessarily
making choice based on the function of
the product alone.
They are making choices based on
emotion.
Do our own values as consumers
align with the values of a company
or organization?
Jane Naillon, See Jane Branding
11. BRAND PURPOSE
Brand Positioning felt more at home in the
20th Century when the world moved
slower and wasn't very transparent.
But a brand purpose is written differently.
A purpose provides a reason for an
organization to exist. It provides clarity.
And I think it's much easier to act on.
John Drake, Drake Cooper
17. BRAND STORY REPETITION
A strong brand not only tells a story of
a product or service, but it gives an
emotion and reaction to the audience.
It’s not good enough to tell your brand
story once or twice in one facet but
to repeat the brand story across
multiple mediums.
Colbi Twiss & Terri Martin, Twiss + Martin Creative
18. BRAND IS CULTURE
Consumers are making choices based on
the perception of company culture and it
is becoming more and more critical to
make sure your company or organization
has a clear and articulated set of
company values and cultural beliefs.
That process starts with the internal
team. Engaging your internal team is
critical in presenting an authentic brand
experience
Jane Naillon, See Jane Branding
20. NICHE BRAND AFFINITY
A growing minority segment of
consumers is seeking out and
deepening loyalty to small brands that
offer more alignment with meaning,
relevance, personal values and other
psychographic profiling factors.
Small and meaningful brands are getting
more and better distribution
opportunities and leveraging them to
gain customer loyalty, market expansion
and brand diversification.
Travis Dryden, SOVRN
22. EVOLUTION TO HYPERLOCAL
Locally-targeted brand offers and
campaigns are here to stay...the natural
evolution to come is hyperlocal.
These brands will be focusing at the
neighborhood level and use more
conversation-based approaches.
• Mobile couponing and advertising
• GPS-based push marketing to your
pocket is the new-school "Burma-
Shave" signage
Paul Carew, CarewCo
33. LET ME CURATE YOU
FACEBOOK INSTANT ARTICLES
Source: Facebook & Apple
APPLE NEWS
34. PROJECT LIGHTNING
• Launching this fall
• Open to all
• Pre-scheduled events &
breaking news
• Auto load & play
• Embeddable &
promotable
• Curated & packaged
by humans J
TWITTER’S ENTRY
Source: Buzzfeed
49. BACK TO 2D
You probably have seen an overload of 3D,
4D, moving, rotating and zig zag designs.
It’s time to bring things back down to earth
and get back to plain and simple really
good design. Back to 2D. Give the brain
and eyes some time to digest what it’s seeing
and really enjoy it. Receive an emotion out of
just something simply good and eye
appealing.
Look for design to come back down to earth
and be what it is suppose to be.
Colbi Twiss & Terri Martin, Twiss + Martin Creative
50. AUGMENT & REFRESH
As marketers scramble to review social
analytics and invest in SEO, there is no
better time for old-fashioned direct mail.
Less clutter in the mailbox means a
better opportunity to stand out or
promote.
Digital and social rules, but augmenting
with traditional print or grassroots events
and campaigns can be a refreshing way
to stand out.
Paul Carew, CarewCo
73. 34% of US work force works
independently.
That number is expected
to hit 50% by 2020
THE FREELANCER IMPACT
Source: Freelancers Union
74. INCREASINGLY –
WORK IS SOMETHING PEOPLE DO,
RATHER THAN A PLACE THEY GO
89% of companies will offer ‘mobile workstyles’ by 2020
Source: Citrix
75. EXPERIMENTATION…& FAILURE
Companies are moving back to
allowing people to experiment with
new technologies. Because when
they don’t, employees default to the
traditional ways of marketing.
So the progressive agencies and
businesses are allowing time to
experiment and fail, to try out what is
out there and what is possible.
James Wogan & Ryan Donahue