The Times Australia
Mirvac Harbourside
Small Business News

.

Trends Brand Marketers Need to Heed - Brand Keys

  • Written by Robert Passikoff


Marketers cannot use mid-20th century survey tools to measure 21st century consumer values and behaviors because traditional techniques are likely to measure what consumers say, rather than what they think. Today’s consumers simply don’t behave the way they say they will and the consumer decision process is far more emotional than rational – consumers don’t think what they feel.

The reality is more effort has been expended figuring out how to better target consumers than to understand them, which explains why almost everyone is anguishing over the failure to predict the outcome of the 2016 presidential election. Happily, Brand Keys got it right back in September 2015. Take a look at what we said. As researchers who only have eyes for emotionally-based, accurate, predictive research, we appreciate having a real foundation for insights, particularly when it comes to trends.

Trends ultimately reveal themselves when consumers’ emotional expectations surge. And because consumers' actions in the marketplace are a product of their values, we have been able to identify trends well ahead of the global research shops and hip trend watchers, well before they show up on traditional research radar and before consumers articulate them. When it gets to that point it’s too late to be of any real use anyway.

That said, we decided to take a retrospective look at some key trend themes Brand Keys identified years ago, that will make themselves felt in 2017.

Brands will get more emotionally in tune with consumers

Values that drive the decision-process for virtually everything will be more emotionally based. Rational is price-of-entry. Accurately measuring consumers’ real emotions will be critical for both precision and success. (2008)

Expectations will increase and brands will need to predictively measure them

Over the past 5 years customer expectations have increased on average by 25%. Brands manage to keep up by only 6%. That’s a big gap that a new brand can come in and cash in on. (2007)

Consumers will talk to (and about) themselves about bespoke products and services

Consumers’ heightened awareness of their actual control and their ever-increasing access to information will result in intensified cravings for customized and personalized products and services. (2012)

Unfulfilled expectations = consumer rebellion

Consumer engagement has been inaccurately associated with consumer attention levels, time-spent, and personal entertainment. Marketers will need to measure how well the brand is perceived versus the Category Ideal if they want a real measure of brand engagement. (2009)

Brands will need to prove themselves

Veracity, accuracy, and trust will become more critical than “inspiration,” and “entertainment.” Social media’s democratization of content creation will require brands to actually prove themselves. Stephen Colbert’s “truthiness” is something consumers will need to be on the lookout, so brands beware. (2006)

It’s not going to get any easier being just green

Ethics – beyond fair trade, sustainability, and corporate responsibility are going to be expected – and questioned – more and more. CSR will be an expectation not a differentiator. Climate change will still be a catalyst for change, but given the ease of consumers’ abilities to pull back the brand curtain, watch for ethical standards to have a greater influence in the consumer decision process. (2010)

Naked truth will be more important than well-dressed lies

It’s going to be showing versus talking. Storytelling is well and good as long as it is fact-based and believable versus just being an entertaining fairytale. Consumers will become more wary of brands that betray their trust. (2015)

Brand will matter more

Outreach and consumer accessibility will become more laser-focused and but brand will still matter. Being known will not be the same thing as being known for something meaningful. Campaigns and metrics will need to move beyond just the transactional or marketers will just end up selling commodities. (2006)

Consumers will not wait

Instant connectivity and a culture-of-now will result in consumers frustrated with red-tape processes and bureaucracy. Brands will have to react faster and faster if they want to keep (and keep up with) consumers. Real-time and real answers will become real important to consumers. (2011)

We hope our view of what’s coming down the road in 2017 will provide marketers with the opportunity to embrace new methods of measuring brand and consumer engagement and insight, build new business and consumer measurement models, and create new opportunities for growth.

Property Times

Understanding Centrelink Investment Property Valuation: A Guide for Australian Property Owners

Introduction Owning an investment property in Australia can bring financial stability — but it also comes with responsibilities, especially when it comes to Centrelink assessments. Whether you’re applying for age pensions, disability benefits, or ...

Rubber vs Concrete Wheel Stops: Which is Better for Your Car Park?

When it comes to setting up a car park in Perth, wheel stops are a small feature that make a big difference. From improving driver accuracy to preventing costly damage, the right choice between rubber and concrete wheel stops could save you time, mon...

What Is the Australian Government First Home Buyers Scheme About?

For many Australians, buying a first home can feel like a daunting task—especially with rising property prices, tight lending rules, and the challenge of saving for a deposit. To ease this burden, the Australian Government has introduced a First ...

Flipping vs. Holding: Which Investment Strategy Is Right for You?

Are you wondering whether flipping a property or holding onto it is the better investment strategy? The answer isn’t one-size-fits-all. Both strategies have distinct advantages and risks, and choosing the right one depends on your financial goals, ...

Food & Dining

The Perfect Champagne Day Pairing: Luke Nguyen’s Chargrilled Lemongrass Beef Skewers

Celebrate Champagne Day on October 24th with this delicious recipe and elegant pairing from Luke Nguyen, Australian Lanson Ambassador. This special day is the perfect moment to savour the harmony of fine food and exceptional champagne with Maison La...

Italian Lamb Ragu Recipe: The Best Ragù di Agnello for Pasta

Ciao! It’s Friday night, and the weekend is calling for a little Italian magic. What’s better than twirling up a rich, hearty pasta with a glass of bold red wine in hand? The real secret to Italian pasta isn’t just the noodles; it’s those incredible ...

Not all processed foods are bad for you. Here’s what you can tell from reading the label

If you follow wellness content on social media or in the news, you’ve probably heard that processed food is not just unhealthy, but can cause serious harm. Eating a diet dominated by highly processed foods means you’re likely to consume more kil...

Italian Street Kitchen: A Nation’s Favourite with Expansion News on Horizon

Successful chef brothers, Enrico and Giulio Marchese, weigh in on their day-to-day at Australian foodie favourite, Italian Street Kitchen - with plans for ‘ambitious expansion’ to be announced in the coming months.  Italian Street Kitchen: A slice o...

Mirvac Harbourside

Business Times

MYER one expands with faster rewards, more ways to earn and incr…

Myer has announced the biggest expansion of the MYER one loyalty program giving members faster rewards,  more ways to ear...

Your CEO Has More Reach Than Your Ad Budget – You’re Just Not Usi…

By Patrice Pandeleos, Managing Director of Seven Communications If your CEO hides behind a logo while competitors build infl...

From Farms to Festivals: How Regional NSW Is Repurposing Shipping…

When you travel through regional NSW, you start to notice how resourceful communities can be. Open paddocks, winding countr...

The Times Features

Noticing These 5 Issues? Contact an Emergency Plumber Now

The invisible arteries running through homes, plumbing systems, streamline daily life discreetly...

The Perfect Champagne Day Pairing: Luke Nguyen’s Chargrilled Lemongrass Beef Skewers

Celebrate Champagne Day on October 24th with this delicious recipe and elegant pairing from Luke Ngu...

Bribing kids to eat vegetables might backfire. Here’s what to do instead

It’s a tactic many parents know well: “eat two bites of broccoli, and then you can have desser...

Common Wall Mounting Challenges and How Professionals Solve Them

It is not always as easy as it seems to mount artwork, shelves, or TVs, since some difficulties are ...

Understanding Centrelink Investment Property Valuation: A Guide for Australian Property Owners

Introduction Owning an investment property in Australia can bring financial stability — but it al...

The climate crisis is fuelling extreme fires across the planet

We’ve all seen the alarming images. Smoke belching from the thick forests[1] of the Amazon. Sp...

Applications open for Future Cotton Leaders Program 2026

Applications have opened for the 2026 intake for the Australia Future Cotton Leaders Program (AFCL...

Optimising is just perfectionism in disguise. Here’s why that’s a problem

If you regularly scroll health and wellness content online, you’ve no doubt heard of optimisin...

Macquarie Bank Democratises Agentic AI, Scaling Customer Innovation with Gemini Enterprise

Macquarie’s Banking and Financial Services group (Macquarie Bank), in collaboration with Google ...