# Complementary Positioning Brands ritualize their offerings through assistive personalization. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Apr 26, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/complementary-positioning ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## What is the Complementary Positioning trend? **Complementary Positioning:** With the prevalence of “how-to” guides and videos online, brands are adapting this familiar format to the physical realm in order to demonstrate the value they play in consumer’s lives. By going the extra mile to create helpful kits and guidelines to be used as rituals in conjunction with their main offerings, brands are able to personalize their interaction with consumers by acknowledging their needs and creating memorable engagement. This strategy works particularly well as a way to get buy-in from the Gen X demographic who prefer to rely on themselves for getting things done and tend to have hesitations about testing out unfamiliar brands. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 24 to Apr 25, 2017 - Published: Apr 26, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Complementary Positioning trend ### Assistive Personalization Brands are adapting the 'how-to' format to the physical realm in order to provide assistive personalization, an opportunity for creating a memorable and personal interaction with consumers. ### Child Distraction Toys 'Versailles for Kids' offers a playset that distracts children while adults can watch the TV show, pioneering the concept of child-distracting toys that cater to adult-themed entertainment. ### Eco-Friendly Instruction Manuals Chai Point's instruction manuals on how to repurpose the company's water bottles are examples of eco-friendly labeling, which provides a disruptive innovation opportunity for companies to promote environmental responsibility. ## What the Complementary Positioning trend means for industry ### For Personal Care The personal care industry can take advantage of the trend of assistive personalization to provide personalized and memorable interaction with consumers. ### For Entertainment The entertainment industry can innovate by developing and offering child-distracting toys that cater to adult-themed entertainment. ### For Sustainability Sustainability is an industry category expanding globally; companies can take inspiration from Chai Point's example and provide eco-friendly instruction manuals to promote environmental responsibility. ## Workshop question How can you add value to your consumer's lifestyle beyond your original product through brand rituals? ## Trend signals for Complementary Positioning Trend score 4.3 out of 10, from popularity 63%, activity 57%, freshness 8%. - Popularity: 63% - Activity: 57% - Freshness: 8% ## Examples of the Complementary Positioning trend 4 featured examples from Mar 24 to Apr 25, 2017. - [Repurposed Water Bottle Designs](https://www.trendhunter.com/trends/chai-point): Chai Point Offers Instructions on Repurposing Its Water Bottles (Category: Eco) Implication: Food and beverage retailers can enhance their brand image and attract eco-conscious consumers by offering repurposable packaging solutions. - [Child-Distracting Playsets](https://www.trendhunter.com/trends/versailles-tv-show): These Toys for Kids Help Adults Watch the Versailles TV Show in Peace (Category: Life-Stages) Implication: Disruptive innovation opportunity to create playsets and toys that enhance children's entertainment and distraction during TV shows. - [Homeshare Toiletry Kit Services](https://www.trendhunter.com/trends/airbnb-hosts): 'HostingBNB' Sends Out Comfort Kits to Airbnb Hosts for Guests (Category: Fashion) Implication: Homesharing companies can partner with toiletry kit providers to offer more personalized hospitality experiences, increasing customer satisfaction and loyalty. - [Office-Inspired Makeup Packs](https://www.trendhunter.com/trends/new-benefit): This New Benefit Kit Was Made for Working Women on the Go (Category: Fashion) Implication: Create more convenient and focused product lines for on-the-go working women, as well as educational packaging or add-ons that elevate beauty routines. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)