Consumer Insights > Marketing

Implications - Brands campaigning for greater awareness around dyslexia are incorporating writing and imagery in ads and products that resembles what people with dyslexia see when reading and writing. Such campaigns enhance the empathy of consumers unaware of the symptoms of dyslexia, while helping individuals who have the disability.

Homework Question - Consider a cause that your brand could attach itself to and promote. [More]

Implications - Brands looking to overthrow gendered marketing are offering subscription services targeted to men, with products that were once almost entirely marketed towards women. Avoiding the pitfalls of gendered selling, these brands are contributing to a growing narrative that’s pushing for brands to be more inclusive and less divisive in how they associate “genders” with specific products or rituals.

Homework Question - In what areas could your brand be more inclusive? [More]

Implications - Pop-up spaces curated around single themes are on the rise, with brands in everything from the food to the health industry creating single-subject spaces that inform and entertain visitors. The use of temporary spaces to focus on one particular subject allows for a deeper understanding of the brands in question, without them overwhelming customers with all their offerings at once.

Homework Question - Conceptualize a curated pop-up space that's centered around one of your brand's offerings. [More]

Implications - While branded rivalries have been going on for as long as we know it, a once behind-the-scenes interaction is now coming into the limelight through bolder, in-your-face marketing tactics. Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. From comparing value to straight-up insults, these examples speak to the evolution of brand identities and a growing willingness to take risks when it comes to consumer communication and messaging in the public space.

Homework Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition? [More]

Implications - A staple among comfort foods, particularly in Asian regions, cup noodles is something consumers seek out for it ease and cost efficiency. With that, we're seeing a resurgence in this cultural staple, with the addition new, unexpected features that re-frame these classic food items in a new light. From the use of non-traditional Asian ingredients like chicken nuggets and cheesecake to the shift towards more automated delivery options, these examples speak to not only the shift toward more mainstream adaptations of this cultural comfort food, but also the elevation of typically simple, low-cost goods into items much more luxurious and appealing in nature.

Homework Question - In what way could you reinvent your most traditional, well-known product? [More]

Implications - Helping to establish a more trustworthy, transparent relationship with consumers, newcomer brands in the personal care space are increasingly focusing on minimalist, straightforward branding. Appealing to skeptical consumers and standing out in a market known for overblown claims, this approach is perfect for the millennial consumer.

Homework Question - What would the most pared-down version of your brand look like? Who would it appeal to? [More]

Implications - Brands showing their products are turning to mixed-reality technologies in order to elevate the experiences their customer has at the events they curate. These technologies allow for more immersive visitor experiences, and create more interactive forms of engagement at showings when compared to the relatively passive act of simply viewing products.

Homework Question - Conceptualize a showing experience for your product/service that incorporates mixed-reality technology. [More]

Implications - Choosing not to sugarcoat the real life experiences of what it means to be a mom, brands are shedding light on messy, tough, challenging aspects of raising a child. From referencing the physical impact of giving birth to the pains and headaches that come with taking care of newborns, these examples are showcasing everyday rituals and responsibilities of parents as a way to not only reflect what life is really life, but also create a narrative with consumers that showcases the brands' understanding of their everyday afflictions.

Homework Question - In what ways can your brand better tap into the rituals and challenges of your core consumer? [More]

Implications - With many of the leading brands in the fashion space being decades-old, staying relevant is an ongoing and highly competitive pursuit. Helping many companies in the fashion industry to that end is a new approach to branding that focuses on the adoption of unexpected mediums, like virtual maps or podcasts, to breathe new life into these brands and their stories. More broadly, this signals an openness to an unexpected marketing approach by even the most storied brands.

Homework Question - What's an unexpected medium your company could use to tell its brand story? [More]

Implications - The absence of healthy notions of masculinity can be harmful on the mental and emotional development of young boys, and brands are now taking it upon themselves to be part of the process that teaches the younger generation that masculinity does not only encompass the sometimes-restrictive perceptions that their predecessors were sometimes raised with. Involving themselves in this learning process speaks to brands' growing understanding of the values that are increasingly driving consumers' purchase decisions.

Homework Question - How could your brand present healthy ideals to its customer? [More]