Inflection Point: Where Will 2013 Take Us?

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INFLECTION POINT: WHERE WILL 2013 TAKE US? Kathy Oneto VICE PRESIDENT, BRAND STRATEGY

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Major events in 2012 laid the groundwork; Anthem Worldwide predicts that 2013 will be a year defined by inflection points that will change how you do business. Learn about what is happening in our environment and with consumers and shoppers to shape the 2013 trends we expect to see. See Kathy Oneto's full presentation with video on the BrandSquare YouTube Channel: http://ar.gy/38pv

Transcript of Inflection Point: Where Will 2013 Take Us?

Page 1: Inflection Point: Where Will 2013 Take Us?

INFLECTION POINT:WHERE WILL 2013 TAKE US?

Kathy OnetoVICE PRESIDENT, BRAND STRATEGY

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

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.

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

THE IMPACT

CONSUMER & SHOPPER

ENVIRON-MENTAL

CATEGORY ANALOG

SIGHTING

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ON TO 2013.

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A RICHER, SIMPLER, AND SMARTER 20132012 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.

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MACRO TRENDS

CONSUMER & SHOPPER TRENDS & COUNTER-

TRENDS

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MACRO TRENDS

CONSUMER & SHOPPER TRENDS & COUNTER-

TRENDS10 Sightings

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MACRO TRENDS

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2013 MACRO TRENDS

Give It to Me Now Culture

Broad, Dynamic Change

Mainstream Entrepreneur

Digital and Data Expansion

Battle of Brick & Mortar vs.

Digital

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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• Changing consumer demographic

landscape• Differing views on targeting global markets • Instability caused by the many exposés of

misbehavior throughout the world

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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

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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

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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

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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

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CONSUMER & SHOPPER TRENDS & COUNTER-

TRENDS

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YOUTHFULNESS OLDER & WISEROLDER & WISERVS

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YOUTHFULNESS OLDER & WISERCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMINGVS

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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING

GLOBAL LOCAL

OLDER & WISER

VS

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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING

GLOBAL LOCALLOSS OF HUMAN

CONNECTIONLOWERED HUMAN &

CONSUMER BARRIERS

OLDER & WISER

VS

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YOUTHFULNESSCONSUMER ENGAGED, SHOPPER INFORMED THE ART OF SKIMMING

GLOBAL LOCALLOSS OF HUMAN

CONNECTIONLOWERED HUMAN &

CONSUMER BARRIERS

OLDER & WISER

DO MORE FOR ME CREATE MYSELFVS

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MACRO TRENDS

CONSUMER & SHOPPER TRENDS & COUNTER-

TRENDS10 Sightings

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

BRANDS FOR LIFE

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

WHAT IT MEANS FOR MARKETERSToday 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.

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INNOVATION ECOSYSTEMS

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 products and services, sometimes beyond what anyone had imagined

WHAT IT MEANS FOR MARKETERSWhile 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.

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GET TO THE POINT BRANDING

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

WHAT IT MEANS FOR MARKETERSFor new brands, take your positioning statement, key brand benefit, or elevator pitch and put it into plain English to create a brand 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 the point.

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MINIMALIST DESIGN

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

WHAT IT MEANS FOR MARKETERSLess is really more—while a marketer may be concerned that they won’t get their message across, minimalist design can help deliver the 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.

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RIGHT PRICE, RIGHT PLACE,

RIGHT TIME

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 experience) and at the right time (immediately)

WHAT IT MEANS FOR MARKETERSIt’s the job of the marketer to deliver this set of “right” attributes to the shopper, which will in-turn increase purchase, customer loyalty, 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.

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FUSION CULTURE

HELP ME SIMPLIFY

REDEFINED CULTURAL SYMBOLS

SMARTER HEALTH

HIDDEN COSTS OF THE DIGITAL AGE

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

CONTACT KATHY:Kathy Oneto, VP Brand [email protected]

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