Archives For Trends

The latest Most Valuable Global Brands ranking from WPP and Kantar Millward Brown came out last week, and it’s no surprise the top 9 is full of massive tech companies (McD’s is #10). But I like thinking about why that’s no surprise. In fact, the seven newcomers this year are tech companies, too… XFinity, YouTube, Hewlett Packard Enterprise, Salesforce, Netflix, Snapchat and Sprint.

What are they doing differently than the CPG, manufacturing and service brands that used to dominate this list? WPP listed some key trends they’re seeing that have contributed to this tech-fueled growth..

This is my favorite of them:

Traditional non-tech brands are adopting technology to innovate and increase consumer appeal. Fastest riser Adidas has introduced 3D printing to produce its footwear, for example, while fast food brand Domino’s Pizza offers customers a real-time tracker for their order.

And here are the rest…

Consumer-centric technology ecosystems are making brands indispensable. Consumers can increasingly carry out a variety of activities, from online shopping to watching television, under the banner of one brand and across multiple devices. This convenience for consumers also allows the most powerful brands to minimise the risk of consumer switching.

New brands are increasingly born global, allowing them to grow rapidly. Technology allows businesses to provide their offerings globally from day one. This is fostering a new breed of entrepreneur, who is not restricted by the geographical or sector boundaries that have traditionally limited the speed and scale of growth.

Traditional non-tech brands are adopting technology to innovate and increase consumer appeal. Fastest riser Adidas has introduced 3D printing to produce its footwear, for example, while fast food brand Domino’s Pizza offers customers a real-time tracker for their order.

The BrandZ Top 100 is getting younger. The average age of a brand is now 67 years, compared with 84 years in 2006, reflecting the entry of the newer technology brands and the emergence of brand China.

Brands that make it clear how they will make consumers’ lives better, such as Huawei and Toyota, have grown three times more on average over the last 12 years (the top third grew +170% compared to the bottom third which was +57%).

Great communications puts a brand at an advantage. The top third in terms of strongest communications (including McDonald’s and L’Oréal Paris) have grown 196% in value, compared with 47% for the bottom third. This is because they have successfully amplified the difference they have built.

Source: BrandZ Top 100 Most Valuable Global Brands 2017

 

Screen Shot 2017-06-01 at 9.43.43 AM

Mary Meeker’s famous annual Internet Trends presentation was yesterday.

Although never presented very clearly (in a creative sense), this is one of the most important milestones of aggregating trend data in our industry each year.

In the next week you will see countless digital and advertising trades recutting and summarizing this data in their coverage. And insights held in this presentation will serve as a reference point throughout the rest of 2017.

Some key takeaways from a quick skim (summarized from Recode/TechCrunch/Adweek):

  • Almost everyone who wants or needs a smartphone now has one.
  • Voice is beginning to replace typing in online queries. Twenty percent of mobile queries were made via voice in 2016, while accuracy is now about 95 percent.
  • In 10 years, Netflix went from 0 to more than 30 percent of home entertainment revenue in the U.S. This is happening while TV viewership continues to decline.
  • Global interactive gaming is becoming mainstream, with 2.6 billion gamers in 2017 versus 100 million in 1995.
  • Wearables are gaining adoption with about 25 percent of Americans owning one, up 12 percent from 2016.
  • Ad spend on Internet will soon surpass TV, but there’s a gap in mobile ad spending that’s a $16B opportunity
  • Ad blocking, especially on mobile, continues to increase, with nearly 400 million devices using ad blockers last year. But desktop ad blocking seems to have slowed—around 240 million devices are using similar software
  • Incentive-based and skippable ads were preferred over other formats, with mobile-app pop ups and preroll ads being the least desirable.
  • User-generated ad content often performs better than branded content (up to 6.9x higher engagement)
  • YouTube is losing mobile video share, as Facebook and Snap’s short-form and vertical-video content grows

See all 355 slides in their ugly glory here.

Futurist and science fiction writer Bruce Sterling tweeted out his Anticonventional Objects Venn Diagram over the weekend, a graphic he shared at the Maker Fiare in Italy back in 2013.

It’s his take on Hugh Dubberly’s Successful Product map (finding the perfect intersection of: What do people desire? What will sustain business? What can we build?) and instead lasers in on the types of objects that lie outside of those ideal parameters.

We spend so much time thinking of how to make the perfect product or campaign or idea, it’s also important to think through those that are not perfect — on purpose.

Bruce Sterling

 

Per BoingBoing:

For instance, things that are profitable, but not desirable or buildable, include speculation, embezzlement, frauds, hoarding, theft, vaporware, and hoaxes.

Things that are desirable, but not buildable or profitable, include fantasies, speculations, the magical, and the mythical.

Things that are buildable, but neither profitable nor desirable, include trash, pollution, and entropy.

Things that are buildable and profitable but not desirable include niche products, hobby gear, long tail objects, weaponry, and criminal hardware.

I love this way of thinking. Sometimes the best ideas won’t check all the boxes, and that can be purposeful.

This is 2014 data, but stilll…

  • …1 in every 9 Americans – or exactly 11% – think HTML is actually a sexually transmitted disease.
  • …23% thought an “MP3” was a “Star Wars” robot.
  • …18% identified “Blu-ray” as a marine animal.
  • …15% said they believed “software” is comfortable clothing.
  • …12% said “USB” is the acronym for a European country.

Source: Study: 11% of Americans Think HTML Is an STD | TIME

Mary Meeker’s famous annual Internet Trends presentation was today.

Although never presented very clearly (in a creative sense), this is one of the most important milestones of aggregating trend data in our industry each year.

By this time tomorrow, you will see countless digital/advertising trades recutting and summarizing this data in their coverage. And insights held in this presentation will serve as a reference point throughout the rest of 2015.

See all 197 slides in their ugly glory here: