Inflection Point: Where Will 2013 Take Us?

INFLECTION POINT:
WHERE WILL
2013 TAKE US?

Kathy Oneto
VICE PRESIDENT, BRAND STRATEGY

WHAT IS SIGHTINGS?
SIGHTINGS is an Anthem quarterly
publication that offers inspiring inspirations
from around the globe.

We examine trends in
marketing, innovation,
branding, and design.

Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

WHAT IS SIGHTINGS?
Sightings is also an approach that can be applied to
your brand, category, and product to guide strategic
decisions.

CATEGORY ANALOG

ENVIRON- CONSUMER &
MENTAL SHOPPER
SIGHTING
THE IMPACT


ON TO 2013.


A RICHER, SIMPLER,
AND SMARTER 2013
2012 was an eventful year around the globe:
• Political and economic changes
• Global celebrations
• Scientific phenomena and discoveries
• Continued consequences and impacts of the Great Recession

Yet:
• Attitudes and movements in neutral
• Awaiting decisions to be made and events to subside to determine the future trajectory

With a view toward 2013, it’s hard to predict where the winds will take us. It’s a
time of polarity and dueling choices. It seems we’re at an inflection point,
awaiting a sign or a signal to guide us one way or the other. Where will world
events take us next? Where is sentiment leaning?

We predict 2013 will get us moving toward a new equilibrium,
a place of balance that’s richer, simpler, and smarter.


CONSUMER &
MACRO SHOPPER
TRENDS TRENDS &
COUNTER-
TRENDS


CONSUMER &
MACRO SHOPPER
TRENDS TRENDS &
COUNTER-
TRENDS
10 Sightings

MACRO
TRENDS

2013 MACRO TRENDS
Digital and Data
Expansion
Broad,
Dynamic
Change
!"#$%&'%
!()*+",'*+-./0!1
$

$ Battle of Brick
Mainstream & Mortar vs.
Entrepreneur Digital
Give It to Me
Now Culture
$

$

$
$


Broad, Dynamic Change
• People shifting their consumption and
shopping patterns
• Marketing toolkit evolving and expanding at
an exponential rate
• Cost of goods pressures continue unabated
!"#$%&'% • World moving at a breakneck speed
!()*+",'*+-./0!1 • Changing consumer demographic
$ landscape
• Differing views on targeting global markets
• Instability caused by the many exposés of
$ misbehavior throughout the world


!"#$%&'%
!()*+",'*+-./0!1
$

$

Give It to Me Now Culture
• Consumers ever more impatient, expecting
more now with no time to waste
• Expectation and ante are real-time, because
everyone is always on, all the time
• Looking to cut through the clutter


$
Mainstream Entrepreneur
• An entrepreneur mindset is becoming the
view of many vs. what used to be the view
of few
• The entrepreneurial spirit is taking hold
from Des Moines to Berlin to China to
Afghanistan
• More tools and services are available to
help people succeed and make their own
success, limiting the downside risk

$

$

$
$


Battle of Brick &
Mortar vs. Digital
• The retail landscape is being redefined
based on new technologies and new
shopper behaviors...
• ...from big box stores becoming obsolete to
social media web sales gaining traction
• This holiday season was a whole new game
with the most intense battle ever between
brick and mortar stores and digital shops
• New shopping models will continue to
expand

$

$

$
$


Digital and Data
Expansion
• Our communication vehicles and content
continue to expand and transition toward
digital
• More is being saved across businesses and
applications on servers and in the cloud
• Which means availability of information
about consumers and their digital
behaviors—a mass of data that’s being
mined and utilized for uses beyond most
people’s imaginations


CONSUMER &
SHOPPER
TRENDS &
COUNTER-
TRENDS

YOUTHFULNESS VS
OLDER & WISER


YOUTHFULNESS OLDER & WISER
CONSUMER ENGAGED, VS THE ART OF SKIMMING
SHOPPER INFORMED


CONSUMER ENGAGED, THE ART OF SKIMMING
SHOPPER INFORMED

GLOBAL VS
LOCAL


SHOPPER INFORMED

GLOBAL LOCAL
LOSS OF HUMAN VS LOWERED HUMAN &
CONNECTION CONSUMER BARRIERS


SHOPPER INFORMED

GLOBAL LOCAL
LOSS OF HUMAN LOWERED HUMAN &
CONNECTION CONSUMER BARRIERS
DO MORE FOR ME CREATE MYSELF VS


DEEPENING CONSUMER BRAND
RELATIONSHIPS
• Today’s cultural environment is one in
which trust still needs to be earned
• Marry this with consumers losing human
connection, and it provides brands with
the opportunity to earn that trust and
deepen relationships
• Brands will shift to: providing solutions
and demonstrating how they can be with

BRANDS
consumers throughout the stages of their
lives and become a trusted partner, always
by their sides

FOR LIFE WHAT IT MEANS FOR MARKETERS
Today brands have an opportunity to go beyond
delivering product functions and their related
emotional benefits, to laddering even higher to
more meaningful human-related benefits such
as trust, reliability, and support, building bonds
that can last a lifetime.


BUILDING BETTER SOLUTIONS TOGETHER
• Where once companies sought to build
everything themselves and make it
perfect out of the gate, some companies
are now creating platforms upon which
others are building businesses
themselves
• It’s a new model of innovation—instead
of starting from scratch, businesses
build upon platforms to create new

INNOVATION
products and services, sometimes
beyond what anyone had imagined

WHAT IT MEANS FOR MARKETERS

ECOSYSTEMS While our natural instinct is to be protectionist
and seek competitive insulation, marketers
just might find that their next new innovation
is not dependent upon their companies or
brands alone. Today our more open innovation
ecosystems simply can make more possible.


BRAND NAMES AS SOUND BITES
• Consumers today are skimming to get a
quick read on what a brand or product is
about
• In order to build quick awareness,
brands are encapsulating their key
message—either the functional product
benefit, point of difference, or
positioning—into their brand name

GET TO
For new brands, take your positioning
statement, key brand benefit, or elevator pitch
and put it into plain English to create a brand

THE POINT name. For existing brands, apply this clarity
and simplicity of messaging to all forms of
communication from packaging to digital.
Skip the marketing mumbo jumbo and get to

BRANDING the point.


WHEN LESS FINALLY MEANS MORE
• Minimalist design caters to consumers’
desire to absorb information quickly and
easily given their increasingly impatient
nature
• Packaging, print media, and products are
leveraging form, iconic visuals, and color
to cut to the chase and simplify
communication to just the mandatories

MINIMALIST
Less is really more—while a marketer may be
concerned that they won’t get their message
across, minimalist design can help deliver the

DESIGN intuitive responses they seek for their brands
at the point-of-decision. Tell your story in as
simple and consumable a way possible,
leveraging design cues and copy to drive
purchase decisions and build affinity.


SIMPLY CLOSING THE SALE
• Retailers are optimizing product offers
and taking away any barriers to purchase
in the moment, in turn simplifying the
decision process
• From offline to online, retailers are using
advanced technology to offer shoppers
the right product (targeted) at the right
price (best value) at the right place
(online convenience or the in-store

RIGHT PRICE,
experience) and at the right time
(immediately)

RIGHT PLACE,
It’s the job of the marketer to deliver this set
of “right” attributes to the shopper, which will
in-turn increase purchase, customer loyalty,

RIGHT TIME and recommendations to others. It requires an
understanding of shopping behavior from need
states to occasions to trip types, and then
simplifying the shopper’s purchase process,
thereby giving the shopper confidence in her
selection.

FUSION CULTURE

HELP ME SIMPLIFY

REDEFINED CULTURAL
SYMBOLS

SMARTER HEALTH

HIDDEN COSTS OF
THE DIGITAL AGE

DOWNLOAD THE ISSUE:
http://www.schawk.com/knowledge-
center/white-papers

CONTACT KATHY:
Kathy Oneto, VP Brand Strategy
kathy.oneto@anthemww.com


Inflection Point: Where Will 2013 Take Us?

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