3 Key Millennial Trends that are defining 2014

brand strategy agency

The very clever guys at Brandhook have put together the trends they see as defining the Millennial generation.

Trend 01. Sharing is Caring
Millennials are spearheading the shift towards a ‘Sharing economy’, driven by a push away from conspicuous consumption and made possible by their ‘always connected’ lifestyle. Increasingly, millennials are opting to ‘share’ rather than own. Companies that are making it big based on the idea of sharing are Air BnB, Parking Panda and Zipcar.

Trend 02. Help me be Creative
A creative generation, millennials are more than comfortable with snapping away and sharing across social networks. They are hankering for opportunities to showcase their creativity, and Instagram’s recent Hyperlapse app release is a great example of helping Millennials in their quest to create their own beautiful content. The app makes it easy for users to create high quality time lapse video that they can then share with friends.

Trend 03. Nostalgic Admiration
The last decade has seen a rise in preference for vintage goods and retrobranding. Why? Whilst sustainability may no doubt play a role, the desire for retro goods and fashion is also driven by take a break from the tech-centric world millennials find themselves in. Buying something vintage allows the young’uns to experience an era they’ve never lived in. ASOS is a brand leveraging from this trend, helping consumers connect with old school goods in their online vintage marketplace.

BrandHook is a solutions based brand strategy and consumer insight agency. They conduct both quantitative and qualitative research which they use to deliver strategic recommendations. Their role is to deliver insightful brand, marketing and product solutions to clients who want to optimise their customers’ experience.

They do this by helping marketing teams:
1. Maximise their marketing plan initiatives with the consumer,
2. Find ways to make them as impactful as possible and,
3. Unearth new hooks for growth.

These brand hooks can be anything from unexplored category wisdom, a new product or service innovation, a re-defined path to purchase or simply feedback on a new way to express the brand.
If you’d like to learn more about how BrandHook can help you co-create and collaborate, email Pip Stocks ( pip@brandhook.com ) to organise a private presentation for your marketing team.

Image Source: http://mallorycruz.com/a-plea-to-my-fellow-millennials/

Guinness: The art of brand storytelling


My uncle PJ lives in a rural village in Ireland and when he’s in his local pub he sits at the bar and nods ever so slightly at the barman, Liam. No words. Just a faint lift of the head. If you blinked, you’d miss it. But Liam doesn’t miss it. He knows what he wants. He ritually pours a Guinness, with the famous 2 part pour, (you have to leave it to settle a minute in between pours, you have to leave it settle!) He then stares at his pint, eyes it up for a few seconds, licks his lips and takes a sup. He does this every time without fail. I’ve seen him do it for years. He loves Guinness…

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Brand battle: Get Wines Direct vs. Vinomofo

Wine retail brands

Online wine retailers Get Wines Direct and Vinomofo have very similar product and sales channels but very different brands.

With such similar product offerings, can brand play a role in influencing sales?

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This is a Generic Brand Video – The challenge for brand authenticity has never been greater

brand strategy consultancy

The Brand Strategy of Authenticity has never been more Important
If you keep doing what you’ve always done, you will no-longer get what you always got. In brand the diminishing law of returns is an absolute truism. What served to differentiate a brand a decade ago, to evocatively communicate a persona and set of values to a particular audience is no-longer effective. And brands only have themselves (well at least their lazy peers) to blame.

The best brands are and have always been authentic. The basis for brand strategy is to define what it is about a brand that makes it so special, relevant and meaningful to it’s audience or tribe. This authenticity is at once unique and magnetic. It is also complex, fragile and difficult to bring to life in everything that business does everyday. Competing demands of budget, profit, scalability, globalization and competition most always see the dilution of authenticity.

When faced with these challenges, brands will often take the easy way-out, leaning on old habits of telling not doing, talking the talk without walking the walk – Enter the generic brand video.

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GMHBA Brand Kicking Goals for Kids

GMHBA Kicking Brand Goals for Kids

While Geelong may have bowed out of Grand Final contention last weekend some in Geelong are still kicking goals. Our favourite health insurer GMHBA are sponsoring the goal post wraps for the finals and are donating $100 dollars to charity for every goal kicked in the finals. Read the rest of this entry »

Acustom Apparel disrupt the Bespoke Menswear category

retail branding agency

This is not your Grandfather’s Tailor.
With this positioning line New York’s Acustom Apparel introduce a new menswear apparel brand that’s changing the tailored clothing category. By using a 3D body scanner and some neat measuring technology they make tailored clothing that’s better fitting, more accessible, and more affordable than available by traditional methods. They offer bespoke suits, shirts, polos, jeans, chinos, and overcoats from a flagship retail store in SoHo, NY.

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Starbucks spelling, brand secret or myth?

Starbucks mispelling names on cups

Comedian Paul Gale thinks he is on to the real reason why Starbucks spells your name wrong.

According to Gale, it is a purposeful brand gesture and its all part of the brand experience and a cheeky ploy to encourage social content and discussion.

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Devondale, a brand challenging traditions to lead their category

Devondale brand

It’s often easy for products and businesses to stick to category conventions and traditions when it comes to communications and advertising. It’s often a case of playing it safe to produce something that consumers are familiar with to achieve known results. However, every now and then someone within the category has to take a leap of faith and challenge the norm by trying something different. If all goes to plan the brand that challenges will often reap the rewards and quickly be seen as a leader in their category. One brand that reaped the rewards of producing something that the market did not expect is Devondale. Read the rest of this entry »

One Wipe Charlie uses brand personality to disrupt their category

challenger brand agency

Brand Storytelling Loaded with Personality
OK, so maybe we’re disturbingly obsessed with number twos (having already written brand articles on Who Gives a Crap & Poo Pourri) or maybe the toilet paper category is being challenged by a generation of new players. Few categories fit the description of ‘commodity product’ quite as well as toilet paper. For decades the focus of toilet paper brands has been how it feels on your butt – with everything soft from ducklings to puppy dogs used to convince us of the benefits of one toilet paper brand over another. In many ways these factors laid the classic foundation for a category waiting for disruption.

Enter challenger brand; ‘One Wipe Charlie’.

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Ryman Eco; The world’s most beautiful, sustainable, typeface design

2 161592_ef3701c91f374a02ab8b98e3200fb432

Can Typography design save the world?
There’s nothing new about the fact our environment is suffering from the impact of climate change. So could typography save the world? Well, single handily no it probably couldn’t, but it does open up a valuable dialog for designers. What could we be doing to encourage a more sustainable future? If not only for ourselves, but for our clients as well, and if we could do it through making some intelligent typographic choices, why wouldn’t we?

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