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eLearning > Marketing > Brand Love > Module 3 / 5

How to Win Brand Love Through Evangelism

Instructor: Hayley McGlone
Corporate Social Responsibility
Download the Corporate Social Responsibility Trend Report
The second module looks at how brands are turning consumers into evangelists by leveraging Catalyzation. Catalyzation looks at the role that brands are playing in supporting consumers' pursuit of betterment.

And we know that satisfied customers of a brand will share their positive experience with an average of 11 different people, transforming a happy customer into an advocate. In this module, we see how brands supporting consumers in their goals are rewarded with recommendations and consumer promotion.
Related Trend Report: Corporate Social Responsibility
Workshop Question:
What can your brand do to aid consumers on their journey toward self-improvement?
View Innovation Webinars
Featured Insights
Branded Second-Hand
Brands play an active role in helping consumers buy second-hand wares
Trend - In addition to focusing on new sales of their products, brands in fashion and beyond are pivoting to strategies that allow consumers to purchase second-hand versions of their goods in an appealing way. This allows these brands to not only highlight their sustainability efforts, but directly speaks to the enduring quality of their offerings.
Workshop Question - What are some out-of-the-box ways your company could offer a more sustainable product or service?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarded Wellness
Brands are creating rewards programs centered around consumer health
Trend - While many brands reward consumers for purchases made, a number of brands are creating rewards systems that motivate consumers to lead active lifestyles to earn prizes. Such programs affiliate these brands with the consumer’s journey towards developing a healthy lifestyle. These rewards highlight how brands are being proactive in supporting the self-betterment of consumers to build long-term brand equity.
Workshop Question - Consider how your brand could play a role in the self-improvement of your customers.
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Dedicated Desktop
Companies are launching more apps specifically designed for desktop users
Trend - Companies are increasingly creating apps specifically designed to be used on a desktop, including apps for audio customization, social media, and organizational tools. The desktop-centric design empowers users with more functional capabilities when compared to their mobile counterparts.
Workshop Question - How can your organization better offer more functional products and services?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Geolocation Initiative
Mobile apps are being deployed as a way to reward users for staying at home
Trend - Physical distancing is emphasized as essential during the COVID-19 outbreak and many brands are launching helpful and accessible tools that will motivate consumers to be more mindful in their interactions. Deployed in the form of mobile applications, these new apps and features track user location and send out rewards to those who remain at home.
Workshop Question - What incentive can your brand offer to get consumers through a difficult time?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Trend - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever they're needed. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question - How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Crypto Loyalty
Consumers purchase from brands that offer crypto reward programs
Trend - Brands are bridging the gap between modern-day loyalty systems and the cryptocurrency industry by rewarding customers with digital coins. These programs reveal how brands can leverage emerging industries to hone in on their target demographics, without being explicitly exclusionary.
Workshop Question - How could your brand create a future-focused loyalty program?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intelligent Loyalty
Artificial Intelligence is being incorporated into loyalty programs
Trend - Brands in the retail space are using AI to enhance their loyalty programs, seen in everything from clothing to food industries. This shift allows consumers to receive the benefits of reward systems in a way that's more interactive for them, and more functional for the brands in question.
Workshop Question - Conceptualize an AI-based rewards platform for your brand's loyal customers.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
P2P Advice
Consumers turn to peer-to-peer networks for advice on various consumer categories
Trend - Looking beyond brand influence, peer-to-peer networks offer more approachable levels of engagement. These types of platforms help create online communities that allow people of various backgrounds and interests to connect and collaborate with others in real-time.
Workshop Question - In what way can you adopt a P2P network into your product and service offerings?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Retail
Businesses focus on providing a multitude of products and services in one place
Implications - Brands are taking the one-stop-shop format to the next level by offering consumers easier ways to plan, access and complete all their necessary shopping needs in one go. Tapping in-store offerings as well as online apps, brands are realizing the importance of convenience when it comes to consumer experiences, and with that, are combining often different experiences to become one unique activity. From retail destinations that give you all your wedding necessities to branded apps that combine online loyalty programs with in-store functionalities, these examples not only offer convenience, but speaks to the growing desire for customized experiences among consumers.
Workshop Question - In what ways could your brand customize your product or service experience to be more convenient and aligned to their needs and rituals?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appified Purchase
Brands incorporate personal apps into the brick-and-mortar shopping journey
Implications - The incorporation of customized branded apps into the consumer’s in-person shopping journey is on the rise, with brands curating or elevating the brick-and-mortar experience by providing more information on the products in question, and by generally easing the shopping experience. This shift comes as consumers increasingly prioritize researching the products and services they’re looking to purchase.
Workshop Question - Conceptualize an omnichannel shopping experience for your product/service.
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends