Posts filed under Trends

Disposable Bulldozer Brands

It reads: "Nordstrom is cutting hundreds of jobs, confirming a terrifying new trend among wealthy shoppers"

So the exodus from luxury products and brands is coming like a bullet train. Premiere/affluent brands are faced with 'riding our a generation' or bending to demand for lower-prices.

The larger issue is that newer consumers are failing to see a need for longevity. That would require an understanding from both the brand and consumer. Those days, I'm afraid, are gone. Luxury brands are still too sycophantic to understand that celebrity does not = quality. 

Moreover, fragile (or challenger) brands are too willing to change to a consumer base that sees replaceable newness as backbone of their current, albeit temporary need. There's no longer a commitment to buy something worth owning indefinitely. IKEA "furniture to be passed on" – yeah no. Target, "handmade products for a lifetime" – nope!

Cycles of disposability, due to demand for value will be forefront, UNTIL the "X" factor — something that shifts that reasoning out of pure survival and necessity, sadly it will most likely be something catastrophic. I know that sounds crazy but watch the average consumer retreat to a safe place during war, economic distress and terrorism. These moments, while jarring, are the only moments that create real instances that a buyer seek a product they know to be made to last.

What do I see as winning scenarios for the future? A hybridization of "lasting quality" marketing on appropriate products; or those products that still have vintage nostalgia. Otherwise, keep the message lean and undercut the competition with simplicity. It's sad to say this but the younger consumer is seeking quick facts at a low price and puts little to no value on heritage. 

Posted on July 11, 2016 and filed under Brand, Business, Trends.

Can Media's Evolution Destroy Your Current Business Model?

What do you do when your social media audience as effectively changed the consumerization of your previous business model?

So I started my day by reading an article regarding generation Y and its single-handed responsibility for the destruction of the music industry. Now I do not intend to give you a summation of the article as I will not steal its thunder. You should read it.

50 Shades of Digital Marketing Gray

 

Something we don’t talk about much in interactive marketing is what's broken or perhaps on its deathbed. 

Regular readers know I have a severe case of #FOMO about my industry and its insanely ascending evolution. As if that isn’t enough to keep my mind in overdrive, I am the same way about technology, trends, tactics and strategies that might have outlived their usefulness - or are ready for an overhaul.

Posted on October 16, 2013 and filed under Advertising, Business, Social Media, Trends.

The Ghost in the Machine: Technology Begets Insanity – Part II

I figured I'd post this right away because 'oh guess what?' I don't like to wait for anything either! -- This is the second post of a two-part series about how the rapid acceleration of information distribution contributes to an epidemic of anxiety.