1005_Top%2010%20Global%20Consumer%20Trends%20for%202014%20v1. Welcome to Forbes. S Trend Briefing covering "7 Consumer Trends To Run With In 2014". Growing numbers of consumers can no longer escape an awareness of the damage done by their consumption: to the planet, society, or themselves.
But a mixture of indulgence, addiction and conditioning mean that most can’t substantially change their consumption habits. The result? A never-ending guilt spiral. Which creates exciting opportunities for brands that combine tackling this guilt spiral with consumers’ endless status seeking (still the driving force behind all consumer behavior).
Indeed, GUILT-FREE STATUS will be the ultimate indulgence in 2014. Known by all. Visibly guilt-free. Warning: this trend is NOT about GUILTWASHING. Tesla Guilt-free status symbol goes global The Tesla Model S sedan luxury electric vehicle began shipping to Norway, Switzerland and the Netherlands in August 2013, with right hand drive models scheduled for March 2014. Nudie Old jeans become limited edition rugs Liberty United Firearm jewelry fights gun violence (BBMG, GlobeScan and SustainAbility, October 2013) Us_consulting_hc_millennials_110608. Jungian archetypes and choosing a great brand name. 11October Jungian archetypes and choosing a great brand name Posted By Step Change Marketing Last time around we looked at Challenger brands, brand position and unique selling propositions.
And we looked at some of the "positioning traps". In this post we stand on the shoulders of giants and use the wisdom of Carl Jung and his theories on archetypes when looking at how brands are positioned. Carl Jung distinguished that every society ever created shared knowledge via stories In the stories are characters.
It didn’t matter if it was a Hollywood movie or an Indonesian pygmy hill-tribe, the same characters kept on popping up. It’s the way we store as humans - we have an innate filing cabinet - a way we store and sort characters and their attributes. So if a brand’s role is to be remembered, then tapping into this filing system is a massive head start... There is argument as to whether there are 12 or 16 archetypes. Brand Archetypes The difference between Stereotypes and Archetypes The 12 Archetypes. Why Generation Y Yuppies Are Unhappy. Say hi to Lucy.
Lucy is part of Generation Y, the generation born between the late 1970s and the mid 1990s. She’s also part of a yuppie culture that makes up a large portion of Gen Y. I have a term for yuppies in the Gen Y age group—I call them Gen Y Protagonists & Special Yuppies, or GYPSYs. A GYPSY is a unique brand of yuppie, one who thinks they are the main character of a very special story. GenZConsumers. DefyMedia_Acumen_Brand-New-Man_Summary. Meet Generation C: The Connected Customer. InShare976 Marketers, educators, parents, it seems that almost anyone in the Generation X or Boomer demographic is scratching their heads trying to figure out Generation Y aka the Millennial. After all, it’s the first generation to seemingly possess digital prowess as part of their DNA. And, it’s the first generation to receive both a birth certificate and a social profile or presence upon delivery into this world. A study published in 2011 by security company AVG and Research Now surveyed 2,200 mothers from around the world and found that 81% of children under the age of two currently have some type of digital footprint. 92% of U.S. children have an online presence created for them by the time they are 2 years old.
In many cases, a digital presence is born before the child, with sonograms (23%) actively published and shared on social networks and blogs. With every day that passes, Gen Y becomes far more important to the economy than we can realize. Account Planning Articles. By Brandon Shockley December 11, 2012 Stanley Pollitt, pioneer planner at BMP What’s the best gift for the planner who has everything?
A plethora of articles and papers on the planning discipline and its history, of course. (Updated: 1/29/2013) Do you know where to find good account planning and brand strategy resources online? Planning. So, um, what is account planning? When you’re an account planner, this is the inevitable follow-up question to the essential, “So, what do you do?”
As a tag for the role played, it’s remarkably inadequate. If planning modifies account, then it sounds like an account management role. It conjures up media planning for some who work in agencies but don’t have planning. Nothing about the tag suggests creativity. It only barely suggests strategy. Jennifer Morozowich posted this provocation on “The Future of Planning” on the Canadian Marketing Blog. What she thinks a good planner is, I imagine, coincides with what she thinks planning is all about: Good planners have the ability to bridge together their understanding of the consumer and how they relate to the client’s brand and visa versa. True, true. “Do you know what the role of account planning is?” I worked for a planner at Chiat who asked me that question once. Behavior-Change-Strategy-Cards-with-Dividers-Feb-2014.pdf. ACCOUNT PLANNING METHODS.