Commercials

Implications - Companies are limiting the branding in their commercials to offer more authentic ads that come across as less sales-focused. This new form of video marketing gives consumers the opportunity to engage with the material being presented, in a way that offers some of the same sensory features that more immersive forms of marketing allow – combining experiential techniques with a traditional platform. This functions as a "best of both worlds" scenario in which consumers are more likely to appreciate what is being presented, while brands are able to benefit from both the large reach of commercials, and the enjoyment that experiential marketing offers consumers. [More]

Implications - Brands that are known to be more affordable are using various advertising platforms to intentionally deceive consumers into believing they are consuming products that are much more expensive than they already are. More than exposing the associations consumers often make that expensive and minimally branded products are higher in quality, these campaigns push to subvert those notions. This shift allows for brands that are associated with cheaper products or services to push past negative assumptions about the quality of their products, and reframe consumers' perspective – while still holding on to their consumer base and core values. [More]

Implications - With the majority of word of mouth and social engagement around a brand's image being spread by a handful of key individuals, marketing strategies are being refocused to speak directly to the consumers who have the loudest voices. By bringing everyone in on the dialogue with specific customers, brands can overcome strained relationships with past customers while strengthening ties with current and future consumers. Branching off from the growing influencer marketing campaigns that mostly feature online superstars, brands are adapting to the fact that even the most common consumer carries social influence. [More]

Implications - Taking a more genuine stance on marketing to men, brands are winning back the trust and loyalty of male viewers by acknowledging their humanity, rather than enforcing the overplayed macho stereotype. Particularly when taking into account new fathers and all of the complexities this new stage in life entails, male-targeted marketing is starting to take on a much more personable approach, demonstrating empathy and understanding that resonates with the modern male demographic. [More]

Implications - Through the democratization of information in the digital age, consumers are less inclined to be oversimplified and categorized by traditional demographics. With the rise of individualism and demand for representation, there’s an increasing need for marketers to avoid boxing consumers into demographic segmentations based on limiting factors like age, gender, economic status, sexuality or race. Though this psychographic approach has been employed internally for some time, it is only now being integrated explicitly into branding and product. [More]

Implications - Beginning to encounter the unique challenges and uncertainties that come along with entering parenthood, many Millennials are finding solace in sentimental narratives of family. Particularly as today’s model of the modern family sees dramatic shifts away from norms of the past, brands look to pull on the heartstrings of young parents through emotional stories of family tradition. [More]

Implications - Since 'Beats By Dre' became popularized a few years back, it seems that audio brands have become highly focused on stylizing their products. To do so, many have employed huge celebrities to be the face of their advertisements in hopes of enticing buyers who're are influenced by their actions. In addition, musicians like Will.i.am are creating their own products and promoting them by leveraging their industry expertise. This illustrates that, along with other tech accessories, buying headphones has become as much about status as it has about the quality of sound for many consumers. [More]

Implications - Unlike their Millennial predecessors, members of Generation Z are not consciously accumulating brands, services and products to inform a personal brand. Instead, they prefer a more lighthearted, less self-conscious form of brand communication. This calls for abstract advertising that does not take itself too seriously, illustrating a key difference between these youth groups. [More]

Implications - As a greater emphasis is placed on health and organic ingredients, food retailers are seeking out more distinctive ways to showcase their commitment to the cause. Adding elements of humor, satire and animation, brands are speaking to their use of organic ingredients and natural practices in a way that is more approachable to younger demographics. Such tactics help transform informative content into lighthearted messages that are not only more digestible, but also more memorable in nature. This speaks to a shift toward messaging that is not only transparent, but that also appeals to specific demographics like Millennials or Gen Z who appreciate more playful brand engagements. [More]

Implications - Seeking to create a more sincere connection with viewers, marketers are turning to creative backstories and storytelling techniques to give typically unapproachable public figures like athletes a more approachable edge. Highlighting the grueling training that athletes endure to the inspiration and motivation behind each Olympian, these ads showcase a side of sports that viewers don’t normally see. Such marketing tactics showcase a move away from flashy, over-the-top campaigns toward more emotional and sentimentally-driven content. [More]