While 2018 has been an interesting one for brands—with its focus on the technology of chatbots, voice engagement, Instagram and artificial intelligence—as the end of the decade approaches, all rules are going out the door. In fact, from our preliminary forecasting of brand trends, we’re seeing is a move toward human creativity in a world awash in data and technology. Here’s what you should be thinking about now as you ready for brand strategy in 2019.
1. Quirky brand influencers are the new spokespeople
Conformists and celebrities are boring. By trying to appeal to the masses, they appeal to no one. Brands need to understand that there are always niche groups of customers who go above and beyond and really support the brand. So a brand that actually takes one of these influential personas online and converts them into their spokesperson becomes unique and interesting, compared to someone who probably has never even used the brand.
2. Post-digital and “phigital” will become common terms
Digital is no longer the sole way to reach people. That was the big talk of strategists for much of the 2010s, but that assuming digital ads will be the answer is not thinking long and hard enough about behavior. People spend much of their time online, but we live in the physical world and sharing stories isn’t limited to what one shares on a social network. This means brands that can be more creative and holistic and tie the matrix together have a better chance of reaching people and retaining them. Now we have brands born in augmented reality and then becoming physical. There is no single path to success, as demonstrated by these examples of physical brands going digital and vice versa....
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