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eLearning > Innovation & Change > Infectious Messaging > Module 3 / 4

Well Packaged Stories

Instructor: Jeremy Gutsche
Recall that with a cultural connection, you are not speaking to your customers, you are speaking with them, and that’s empowering. The most powerful way to speak with your customers is to tie your message to a story or a lifestyle.

This module uncovers various tactics and examples illustrating how to do just that. How can you articulate or visualize your message in a way that truly resonates?
Workshop Questions:
1. How could your product or service better communicate cultural purpose?
2. What truly differentiates your brand from competitors? Do your customers know that as well as you do?
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Insights by Trend Hunter AI
Big-Brand Subscription
Large brands adopt subscription models for accessibility
Trend - Global or soon-to-be global brands are replicating small brands by offering subscription models that make their products more accessible to the average person. These include everything from deliveries to the temporary use of luxury items.
Workshop Question - How could your brand create or improve a subscription model for its customers?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Perscription Delivery
Brands are delivering medication right to patients' doorsteps
Trend - In an uncertain time of the global COVID-19 pandemic, pharmacy brands offer accessibility to their medications by exercising streamlined delivery services to cater to the medicinal needs of patients.
Workshop Question - How can your brand pivot services to cater to a time of uncertainty?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dining Virtual
Restaurant brands facilitate virtual dining experiences amidst the COVID-19 crisis
Trend - Restaurants and brands are bringing customers to them via virtual dining options in light of the COVID-19 pandemic that's shut down in-person dining operations around the world. These virtual meetups bring people together and give customers a sense of community.
Workshop Question - How is your brand supporting its customers through times of crisis?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivered Campaign
Brands use new or revamped delivery services for more effective campaigning
Trend - Brand are using revamped delivery services in order to better engage with their customers. Whether collaborating with other companies or offering unique items along with deliveries--these campaigns aim to offer social media-friendly engagement for brands and their customers.
Workshop Question - How is your brand offering enhanced experiences or products for its customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Assisted Stylist
Virtual personal stylists in both design and fashion are on the rise
Trend - Modern technology, like assistive devices and smartphone apps, are aiding in the process of personal styling—whether that’s related to fashion or interior design. By empowering consumers through specialized technology, brands are able to make a once-exclusive industry more accessible to all.
Workshop Question - How is your brand using technology to prioritize accessibility for its customers?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Rental
Brands begin to offer everyday items like clothing and home textiles for rent
Trend - Consumers today are increasingly thoughtful with how they spend, leading many companies--especially those whose products are used infrequently--to offer rental options in lieu of expensive purchase items. Brands that sell products used on an everyday basis, like home decor and casual fashion, are pivoting to offer a rental model as well.
Workshop Question - How will consumers' rising expectations when it comes to value and convenience impact your brand?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expedited Prescription
Pharmacies revamp their layout to prioritize speed and convenience
Trend - Pharmaceutical companies are shifting not only their layout but streamlining their services to keep up with the busy lives of consumers. Over-the-counter drugs are conveniently more accessible and can be picked up with little to no wait times thanks to new tech that enhances delivery and in-person services.
Workshop Question - How can you promote convenience through an element of your product/service?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fast Customization
Fast fashion and food brands adopt customizable elements into their models
Implications - The fast food and fashion business models typically rely on producing as much as possible to cater to as many as possible, but some brands within these spaces are branching out to offer customized products and food items. These add-ons allow for such brands to better connect to individual consumers, in the face of backlash that points out their unhealthy or environmentally harmful impact.
Workshop Question - Conceptualize a customizable add-on for your customers.
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Convenience
Wedding planning gets a convenience culture overhaul
Trend - Keeping pace with increasing consumer expectations related to convenience, wedding-planning products and services are being re-positioned to highlight their ease of use and efficiency. This allows for companies in this competitive space to stand out with a coveted value proposition: making wedding planning less stressful.
Workshop Question - If you were to focus on creating the most convenient version of the product or service you provide, what would that look like? How would it be different from what you already offer?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Household
Tedious household chores get easier with delivery & subscription programs
Implications - Streamlining home tasks and chores even further, brands and services are offering delivery services and unique programs to make everyday rituals more convenient. As they say, time is money, and consumers are constantly looking for ways to cut back on everything from making their beds to washing their clothes. Subscription services, at-home delivery and automated pick-up of traditionally mundane products like detergent and bed sheets are paving the way for more seamless household routines. Such services speak to the on-going desire for automation in even the most minuscule and mundane of tasks.
Workshop Question - How does your product or service fit into your consumer's daily rituals. How could you automate that to be more seamless for the end user?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends