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eLearning > Marketing > Max Impact Marketing > Module 3 / 4

Consumer Centricity

Instructor: Gil Haddi
Brand Engagement
Download the Brand Engagement Trend Report
In this second module, we dive deeper into brand loyalty and explore the secondary impact that technology has had on consumers: a growing desire for a sense of community and human connection. By tapping into regional narratives and communal branding, this module demonstrates how simple it can be to give consumers that sense of connection to a larger purpose and create a tribe around your brand.

Taking your marketing efforts one step further, this module explores how you can go beyond brand loyalty to create brand love, instilling a sense of pride in consumers who want to represent your products and services.
Related Trend Report: Brand Engagement
Workshop Question:
How are you creating a sense of community for your consumers?
Jeremy Gutsche Keynote Speaker
Featured Insights
Branded Rite
Brands work to associate themselves with major moments in consumers' lives
Implications - Rites like weddings and births are the most important moments in people's lives, and they're virtually guaranteed to be looked back upon sentimentally. In a push for emotional metonymy, companies are providing branded products and services directly associated with those major moments, like wedding registries and baby showers. This strategy amounts to proactively nurturing nostalgia for one's brand and building long-term consumer loyalty, as consumers will remember their foundational moments in connection with a brand.
Workshop Question - How could you connect your brand to a personal milestone in your target consumer's life?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Regional Narrative
Large and small brands tap into local love by leveraging geo-specific stories
Implications - In an effort to win consumer trust by tapping into a sense of community, large and small brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region. This makes for extreme relatability that battles a natural sense of big-brand skepticism.
Workshop Question - How does your brand or product fit into your customer's story?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Activism Pop-Up
Pop-up experiences are framed around social causes
Trend - Attending pop-up experiences gives people a sense of "being in the know," and therefore creates a sense of community between attendees. Taking advantage of that, social and environmental causes are now using pop-ups to expand their reach, form supportive communities and educate people.
Workshop Question - How could your brand build a sense of community among customers?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
E-Gifting
Virtual gifts and gift cards are becoming increasingly popular during COVID-19
Trend - Brands are launching special virtual gift cards during the COVID-19 pandemic. Either offered as a giveaway or as something for consumers to surprise their loved ones, this opportunity enables a safer gifting experience.
Workshop Question - How can you enable a safe connection between consumers during COVID-19?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grocery Pop-Up
Pop-up grocery stores are offering people convenience and specialty items
Trend - Pop-up grocers are more common as people seek out experimental or specialty food items, and as people's need for convenient grocery options expands. These stores are in a variety of settings, including everything from hospitals to communities.
Workshop Question - How is your brand prioritizing convenience and experience simultaneously for its customers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
3d Shopping
3d virtual shopping platforms aim to elevate the purchase journey
Trend - 3d visuals on e-commerce platforms are increasingly popular as consumers seek out more immersive forms of virtual retail. These aesthetics have the benefit of showing customers the products in a more realistic and all-encompassing way.
Workshop Question - How is your brand enhancing its virtual shopping experience for customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Elopement
Niche elopement packages allow for plug-and-play personalization
Trend - For many couples, planning a wedding can be incredibly stressful. However, the increased occurrence of niche elopement packages gives couples an affordable, yet personal wedding day experience. This shift speaks to the desire that many Millennial couples have to break convention and plan their wedding day in a way that is authentic to their interests and values.
Workshop Question - How could your brand better adapt to generational priorities?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Wedding
Tedious wedding planning gets revamped with alternative, automated resources
Trend - From booking a photographer to ordering wedding cakes and managing budgets, brands are creating services and platforms that are no-frills when it comes to the planning process. In this space, easy online features are offered for greater convenience.
Workshop Question - Think of your most traditional service offering. How might you revamp that process into something more automated and instantaneous?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Novelty
Niche wedding day products speak to Millennials' love of branded merchandise
Trend - Brands outside of the bridal space are launching unexpected wedding products and services that speak to consumer love for pop culture. These novelty wedding offerings break free from tradition and illustrate how marriage ceremonies have evolved.
Workshop Question - How can you surprise and delight consumers with an element of novelty and experience?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends