{"id":60900,"date":"2018-08-07T13:58:37","date_gmt":"2018-08-07T20:58:37","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=60900"},"modified":"2023-06-09T06:08:54","modified_gmt":"2023-06-09T06:08:54","slug":"big-idea-marketing-trends-that-can-transform-your-brand","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/big-idea-marketing-trends-that-can-transform-your-brand\/","title":{"rendered":"Big Idea Marketing Trends that can Transform Your Brand"},"content":{"rendered":"

Marketing trends come and go, sometimes as swiftly (and pitilessly) as the evening tide. Experts croon about them at the beginning of a year, and in the middle of the same year bloggers cheerfully take joy on those that fail to catch fire. It\u2019s just not easy to catch the right\u00a0<\/span>trend wave. Should your company jump on the Instagram advertising bandwagon and what\u00a0<\/span>happened to Snapchat as the next big thing? Maybe virtual reality is not blowing up, but can\u2019t we trust augmented reality? What exactly is going on with bots and artificial intelligence? I know we\u2019ve tried a few here at QuestionPro. <\/span><\/p>\n

AND THE BAND PLAYS ON.<\/b><\/p>\n

With all this said, we can rely on some \u201cbig idea\u201d marketing trends that transcend the yearly\u00a0<\/span>sequence of products and services\u2014mainly because they have worked very well with established brands. These ideas are hard to measure with short-term analytics, perhaps frustrating financial departments because they are so psychological or \u201cmeta.\u201d But in many ways, these trends are priceless because they deeply motivate consumers into action. As research reveals: <\/span><\/p>\n

-Ninety-five percent of our purchase decision-making happens in the subconscious mind.<\/span><\/p>\n

-We employ emotions rather than facts to evaluate a product, and those emotions influence our loyalty, trust, and intent to buy from that brand.<\/span><\/p>\n

Let\u2019s look at these high-horse notions that have helped create many unicorns.<\/span><\/p>\n

THE \u201cWHY\u201d<\/b><\/p>\n

Author and motivational speaker Simon Sinek took the business world by storm with his 2009\u00a0<\/span>book, <\/span>Start With Why<\/span><\/i>. Sinek admits that he wasn\u2019t conveying anything innovative, but distilling\u00a0<\/span>what made famed brands or individuals successful, from Apple to Martin Luther King Jr.\u00a0<\/span>Sinek\u2019s formula is simple: Most companies go sequentially with the \u201cwhat,\u201d \u201chow,\u201d and \u201cwhy\u201d\u00a0<\/span>as their business model. Instead, they should reverse it to the \u201cwhy,\u201d \u201chow,\u201d and \u201cwhat.\u201d As an\u00a0<\/span>example, both Apple and Dell make the right electronics for their audiences. \u201cWe make great\u00a0<\/span>computers,\u201d is the \u201cwhat,\u201d which Dell embraced. Apple, on the other hand, started out with\u00a0<\/span>\u201cwhy.\u201d We all know which brand is more popular.<\/span><\/p>\n

WHAT EXACTLY IS APPLE\u2019S \u201cWHY\u201d?<\/b><\/p>\n

The answer is that everything Apple makes is designed to challenge the status quote and make people think differently. This core message (or \u201cwhy\u201d) then infuses the company\u2019s \u201chow\u201d and \u201cwhat,\u201d regardless of product. As Sinek explains, people buy \u201cwhy\u201d you do something, not the \u201chow\u201d or \u201cwhat.\u201d Consumers subconsciously want a company that believes in what they believe in. With Apple, that\u2019s a whole generation of geeks, artists, and trendsetters.<\/span><\/p>\n

The truth is that most companies don\u2019t worry about the \u201cwhy\u201d until way down the branding road, and audiences often smell that as disingenuous rat.<\/span><\/p>\n

Oh, making money is a result, never a \u201cwhy,\u201d in case you were wondering.<\/span><\/p>\n

Select your respondents<\/strong><\/a><\/p>\n

DESIGN THINKING<\/b><\/p>\n

Design thinking is increasingly popular today, embraced by companies like Google, Samsung,\u00a0<\/span>and GE. It is a form of visual strategy that actively incorporates empathy map<\/a>, imagery, and <\/span>success\/failure predictive models. Design thinking sees all possible roads, with the starting point a deep understanding of audience needs and the ending being success with a disruption in traditional assumptions.<\/span><\/p>\n

Here is <\/span>another summary of design thinking:<\/a>\u00a0<\/span>\u201cDesign Thinking is an iterative process in which we seek to understand the user, challenge<\/p>\n

assumptions, and redefine problems in an attempt to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. At the same time, design thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.\u201d<\/span><\/p>\n

Design thinking almost sounds like sci-fi, something a computer on the Star Trek Enterprise\u00a0<\/span>could handle; but the reality is that it\u2019s been used for decades by the military, admitted and\u00a0<\/span>explained by a <\/span>former Lieutenant General of the U.S. Marine Corps:<\/span><\/a><\/p>\n

\u201cDesign thinking creates a mental imagery of what an operation should look like \u2014 again, even before actual planning. It\u2019s that squishy area of the conjunction of visualization, projection, and all manner of creative thinking that most people in uniform are not comfortable discussing. It\u2019s not easily quantifiable, you see, but every commander should have a mental imagery of what the operations should look like, as well as the skill to make that mental imagery into a plan. I believe that bridging that gap is critical to developing and executing coherent plans and operations.\u201d<\/span><\/p>\n

Along with instant coffee and duct tape, add design thinking to useful things the military gave\u00a0<\/span>society! And in market research, we\u2019ve shown how design thinking can transform <\/span>research<\/a>\u00a0<\/span>surveys for superior data.<\/span><\/a><\/p>\n

STORYTELLING<\/b><\/p>\n

I\u2019ve used it before in articles but let me repeat this quote by Seth Godin: \u201cMarketing is no longer about the products we sell but the stories we tell.\u201d<\/span><\/p>\n

Why is storytelling important? Because the old legacy ways are dying and a new generation of consumers wants things differently. As Seth Godin once said \u201cMarketing is no longer about the products we sell, but the stories we tell\u201d. <\/span><\/p>\n

We live in an era where <\/span>millennials are very frugal<\/span> and <\/span>Gen Zers are radically cynical<\/span><\/a>. Robust\u00a0<\/span>advertising, alluring deals, and sultry selling just aren\u2019t going to work with these two\u00a0<\/span>demographics (who will soon hold a majority of the spending cards). Beyond these younger\u00a0<\/span>demographics, most consumers have learned to ignore intrusive marketing and want to make\u00a0<\/span>meaningful connections with brands.<\/span><\/a><\/p>\n

What\u2019s more, storytelling works: we retain <\/span>70 percent of information<\/span> through stories, but only\u00a0<\/span>ten percent from data and statistics. <\/span><\/p>\n

The \u201cwhy\u201d helps in establishing a rapport between a brand and audiences. Design thinking offers a map of possibilities that optimizes the buyer\u2019s journey. But a story needs to be told as\u00a0<\/span>consumers increasingly want products and services that provide experiences and moments they can share with the world.<\/span><\/p>\n

Effective storytelling should connect the story of the brand with the story of audiences, and how both are on a fantastic adventure of self-discovery and just a better life. This involves plenty of interaction and mutual growth on various channels.<\/span><\/p>\n

Back to Apple again, we can see how the mystic and counterculture story of Steve Jobs was\u00a0<\/span>relatable to those audiences I mentioned above (geeks, artists, and trendsetters). As another\u00a0<\/span>illustration, we can see how the story of Google attempting to organize all the world\u2019s\u00a0<\/span>information resonates with a global population craving for free information on the internet.<\/span><\/p>\n

Does all this sound like it should be in a Tarantino movie and not your marketing campaigns?\u00a0<\/span>When expressing your brand, all you must do is simply <\/span>consider these thought-leader tips<\/span><\/a>:<\/span><\/p>\n

-Add a human element to your brand story.<\/span><\/p>\n

-Keep it simple and universal.<\/span><\/p>\n

-Introduce a hero with unfulfilled desires, who will reach the goal thanks to your brand.<\/span><\/p>\n

-Make sure there\u2019s a connection between your customers and you.<\/span><\/p>\n

-Don\u2019t be afraid of combining incompatible elements if they are relevant to your brand\u00a0<\/span>and its mission.<\/span><\/p>\n

With a healthy mixture of these \u201cbig idea\u201d marketing trends, your brand can rise above the many\u00a0<\/span>yearly trends (or leverage them better) and do what it was meant to do: directly and meaningfully interact with audiences.<\/span><\/p>\n

QuestionPro Audience provides its clients access to millions of research participants who are pre-screened and highly qualified to participate in a variety of research initiatives of any level of specificity. With more than 10 specialty panels developed and managed in-house and over 20 years of industry experience in research and data collection, we can always find the right respondent to participate in your research.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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