Prepare to Face a Brave New World

When dealing with the fallout from an economic downturn, we may try to find comfort in the idea that everything will go back to normal come the upturn. But what if we get there and realize "normal" isn't what it used to be? That may indeed be the case for brand marketers.

In a recent post at The Keyhole blog, Robert Passikoff of Brand Keys suggests it's time to prepare for a brave new brand-marketing world. He identifies 10 recession-induced branding trends that will likely continue in the post-recession marketplace. Among them:

Value is the new black. "Consumer spending, even on sale items, will continue to be replaced by [seeking] a reason-to-buy at all," Passikoff notes. "This may spell trouble for brands with no authentic meaning, whether high-end or low."

Consumer expectations are growing. "Brands are barely keeping up with consumer expectations now," he continues. "Every day, consumers adopt and devour the latest technologies and innovations, and only hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive."

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