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Brands poke fun at their rivals in bolder, call-out strategies
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]

SCORE 7.4
Popularity
Activity
Freshness
Megatrends
Patterns
48,862 Total Clicks
Mar 18 - Mar 19
This Quarter and Warm
MarketingPublicity StuntsBranding
Burger chains project youthfulness with viral-worthy publicity stunts
Implications - Following in the same vein as fast pizza chains, burger brands are pursuing viral status with campaigns that play up Millennial and Gen Z interests such as coveted sneaker releases and tech-enabled custom ordering. This shift highlights the youthful nature of successful QSR branding and the resonant power of connecting authentically with discerning Millennial and Gen Z consumers.

Homework Question - How can your brand court millennial consumers by adopting youthful fads to create viral-worthy campaigns? [More]

SCORE 7.1
Popularity
Activity
Freshness
Megatrends
Patterns
70,968 Total Clicks
Sep 17 - May 18
This Year and Warm
High-end fashion brands subvert the norm with self-aware ad campaigns
Implications - Luxury fashion brands are increasingly creating subversive campaigns that reflect celebrity and meme culture in order to champion authenticity through critical self-awareness. This shift highlights the need for brands to find new, evolved ways of communicating accessibility through self-reflexive irony rather than looking to connect with consumers through aspirational images of luxury.

Homework Question - How can your brand convey authenticity by incorporating a self-reflexive view of your industry's culture into marketing material? [More]

SCORE 6.6
Popularity
Activity
Freshness
Megatrends
Patterns
168,585 Total Clicks
Mar 17 - May 18
This Year and Hot
Whisky brands look to gain favor with millennials with memorable campaigns
Implications - By incorporating technological innovations and serving as gatekeepers to one-of-a-kind experiences, whisky brands are looking to resonate with young consumers by making a lasting impression that buoys the product to cult status. This shift speaks to the ability of brands to connect with new groups of consumers by providing access to experiences in order to power the perception of a product with social currency.

Homework Question - What new experiences can you marry with an older product offering in order to refresh brand image in the eyes of younger consumers? [More]

SCORE 6.6
Popularity
Activity
Freshness
Megatrends
Patterns
96,749 Total Clicks
Mar 17 - May 18
Warm
The 6 Patterns of Opportunity & Top 18 Megatrends
Tourism brands host immersive activations that aim to inspire travel
Implications - Often leveraging tech tools such as virtual reality, tourism brands are launching aspirational campaigns that aim to inspire consumer travel with immersive activation experiences that blend entertainment and product education. This progression highlights the need to meet consumers in the physical spaces they occupy on a daily basis and the opportunity of brand activations to serve a moments of product education and brand awareness.

Homework Question - What elements of your product could be better grasped by consumers through a hands-on experience such as a brand activation? [More]

SCORE 4.5
Popularity
Activity
Freshness
Megatrends
Patterns
157,692 Total Clicks
Jan 16 - Aug 17
Average
Champagne brands cater to modern consumers with unique promotions
Implications - Champagne brands are using brand activations and unique partnerships to cultivate an air of accessibility that balances out their status as luxury brands. This progression highlights the need for all brands to maneuver themselves in order to break free from the constraints of a brand heritage that is so strong it may appear to consumers as unrelatable.

Homework Question - How can you highlight your brand's dedication to inclusivity? [More]

SCORE 5.9
Popularity
Activity
Freshness
Megatrends
Patterns
144,564 Total Clicks
Apr 17 - Aug 17
Warm
Gin brands engage consumers with inspired events and activations
Implications - Gin brands are hosting creative activations and workshops that serve as both an opportunity for both brand awareness and product education. This progression highlights the importance of brand touchpoints in helping consumers bridge the gap between aspirational marketing and actual product adoption.

Homework Question - In what daily spaces can you engage consumers and allow them to test drive your product or service? [More]

SCORE 5.2
Popularity
Activity
Freshness
Megatrends
Patterns
97,451 Total Clicks
May 17 - Jul 17
Warm
Trend Hunter Services
Aesthetics-based urban marketing increases organic consumer engagement
Implications - With no unique wall left un-selfied, brands are shifting their focus to a share-worthy marketing approaches, leveraging the modern consumer’s drive for self-documentation. While the urban environment has long been a great space to engage consumers organically throughout their daily commute, a more immersive element is being incorporated through playful visuals and aesthetic backdrops that entice passersby to interact and share. This approach is a low-cost technique that works particularly well for smaller brands that rely more heavily on word of mouth marketing.

Homework Question - How can you engage consumers more organically in their natural environment? [More]

SCORE 5.6
Popularity
Activity
Freshness
Megatrends
Patterns
101,072 Total Clicks
May 17 - Jun 17
Hot
Street-level activations help brands connect with on-foot commuters
Implications - As brands have almost seamlessly intergrated themselves into the commute experience of drivers and those who use public transportation, many are launching campaigns that help them embed into the daily commute of those who walk to work. This progression speaks to the need to brands to adapt their advertising efforts to reflect the daily physical and digital spaces occupied by consumers.

Homework Question - What experiential marketing efforts can your brand explore that focus on meeting customers in the physical and digital spaces they frequent on a daily basis? [More]

SCORE 6.8
Popularity
Activity
Freshness
Megatrends
Patterns
374,485 Total Clicks
Mar 16 - Aug 17
Hot
Multi-sensory brand experiences focus in on touch and taste
Implications - As brands look to meet the demand for multi-sensory experiences, consumers are being drawn to venues and events that offer an interactive elements that emphasize touch and taste. This progression demonstrates the unique opportunities offered by the rise of direct-to-consumer advertising and speaks to the need to add value to familiar experiences with hands-on participation that serves as educational.

Homework Question - What immersive elements can you add value with when designing a brand touchpoint? [More]

SCORE 5.6
Popularity
Activity
Freshness
Megatrends
Patterns
120,426 Total Clicks
Mar 16 - Jun 17
Warm