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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
App-Powered Store
Brands in China are partnering with WeChat for experiential in-store experiences
Trend - The use of WeChat to create in-store shopping experiences that feature digital experiences and enhancements is on the rise in China. These partnerships allow for more seamless interactions considering the prevalance of the WeChat app--allowing customers to engage in-store without having to download any additional apps.
Workshop Question - How is your brand catering to the digital habits of younger demographics?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contactless Airport
Both necessary and recreational processes at airports are becoming contactless
Trend - Contactless airport systems are on the rise as airports around the world continue their heightened safety efforts in light of the ongoing pandemic. These contactless systems are occurring in everything from agent interactions to in-airport food deliveries.
Workshop Question - How is your brand prioritizing safety in the long-term amidst the ongoing pandemic?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Refined Returns
Brands are making it easier for consumers to return items amid COVID-19
Trend - The COVID-19 pandemic has fueled a surge in online sales, prompting an increase in online return needs. To accommodate this emerging need, many brands are leveraging strategic partnerships to enable streamlined return solutions that include return shopping lockers, at-home return pickup options, and multi-brand return centers.
Workshop Question - How can your brand anticipate consumer barriers to purchasing amid fluctuating shopping restrictions?
4.7
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?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Addition
Retail brands make the store a destination post-Pandemic
Trend - Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Workshop Question - Conceptualize an experience that will fit into the COVID-19 climate.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prescription 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?
4.3
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?
6.4
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?
6.6
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?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends