by Miriam Hara | Feb 22, 2024 | Advertising, Agency, Creative
In the creative sphere of trend forecasting, the phrase “timing is everything” holds particular weight. Being on-trend, or even better, a trendsetter, is not just an added bonus—it’s an essential part of the job. Whether you’re designing product packaging, concocting compelling social media campaigns, or producing engaging TV ads, understanding and forecasting trends is an indispensable part of your role.
From Trend Following to Trend Forecasting: The Shift in Creative Navigation
However, being on trend is about more than just keeping up with the latest fads—it’s about being attuned to the subtle shifts and changes, staying a step ahead of the curve. Is this a talent only a select few possess? Not quite.
Keeping up with trends isn’t about having a unique skill set—it’s about dedicating time and effort to stay informed and observant. It’s about distinguishing between what’s simply popular and what’s truly trend-setting, and recognizing when an idea has run its course to anticipate what’s next. Here are some strategies to keep you ahead in the trend game:
- Diversify Your Sources: Engage with a broad range of content from diverse sources—the more eclectic, the better. Time constraint? Don’t restrict yourself to written content; turn to audiobooks and podcasts to keep up with the latest developments. Not all information will be immediately relevant, but building a rich knowledge base is the first step toward identifying emerging trends.
- Harness Digital Tools: The internet is more than a browsing tool—it’s a treasure trove of insights. Explore online stores, social media trends on platforms like Instagram, and utilize Google trend reports. The advent of AI has also simplified trend tracking and analysis, so leverage these tools to stay informed.
- Cultivate Curiosity: Whether you’re traveling, enjoying a leisurely walk, or simply observing your surroundings, stay alert and curious. Pay attention to people, cars, colours, styles—take note of what’s happening around you.
- Draw Connections: Identify commonalities across different sectors such as fashion, food, automotive, consumer electronics, leisure, etc. Linking these seemingly disparate elements can help you spot a potential trend that’s about to make a big splash.
Remember, trends often originate in a specific context. If the idea gains traction, it’s adopted and applied across various categories. Take the example of bamboo, which was a trendy material a few years back. It’s still popular today, but is it trend-setting? Or has it transitioned into the mainstream?
Navigating the trend landscape is a nuanced process, requiring a vigilant eye, keen observation, and continuous learning. How do you identify and stay on top of trends? I’d love to hear your experiences and techniques.
Stay ahead, stay on trend, and above all, stay curious! Keep the wheels of innovation turning, and remember—the next big thing could be just an idea away.
by Miriam Hara | Oct 26, 2023 | Advertising, Agency, Branding, Marketing
Brands that are setting themselves up for big wins are the ones bringing something new to the table, armed with their brand courage.
Breakthrough brands find themselves perched precariously at the precipices of greatness, poised to redefine leadership in their own segment, market and industry. It is very exhilarating, looking at all the possibilities and un-tapped potential. These are brands offering distinctive solutions, daring to challenge the status quo, and shattering the glass ceiling of mediocrity that shrouds the market, irrespective of category or industry. They’re standing out and aiming high, no matter what industry they’re in. But here’s the kicker – having a standout product is just step one.
So what comes next?
It’s about stepping up and leading with courage in every move. Imagine rolling out fresh, exciting ideas and initiatives that set a brand apart. It’s really about having the guts to not only blaze a trail, but to continuously stand out from the norm, day in and day out..with each and every step that is taken.
Just because brands aren’t breakthrough, doesn’t mean they need to check out their brand courage at the door – they’ve got to step up too! They need a brave approach in everything they do. Every ad, social media post, and campaign needs to go the extra mile to stand out among competitors. Brands constantly need to make noise and be seen!
Bravery in marketing isn’t a “nice-to-have”, it’s a necessity. And it doesn’t stop at having a top-notch product. What makes the difference is the willingness to explore, innovate, and keep things fresh.
Brands, whether breakthrough or within the norm, are being challenged to step out of the shadows of mediocrity and forge their identity. They must be brave enough to be different, to stand apart in a world cluttered with the noise of competitors. The courage to actively take the lead, to be seen apart, to challenge and redefine the tried and true – this is the core essence of being brave in marketing. All brands have an equal shot to make a mark. It’s about having the courage to be different and lead the pack.
Calculating the risk
Being brave is more than taking risks – it’s about making informed decisions and really getting the market and the audience. It’s about building lasting connections and telling stories that resonate with people and stick to them.
The brave brands are the ones that stick around in people’s minds. They’re trendsetters and leaders. In a world full of noise, they’re the ones people tune into to and remember! Every message sent out, be it an ad or a tweet, has to show that bravery. It’s about pushing limits and making a lasting impact. Time to own that spot in the market and shine!
Brands that dare to be brave are the ones that etch their names in the minds and hearts of consumers. They are the ones who redefine norms, set trends, and lead the market. Whether you’re a groundbreaking brand or a regular one, bravery in marketing is key.
So,let me ask you – Is your brand the one that turns heads and stays remembered? Please share your stories of courage here. I would love to hear them!
by Miriam Hara | Oct 20, 2023 | Advertising, Branding, Communications, Marketing
With over 40 years in marketing—and 35 of those at the creative core of 3H Communications—I’ve learned that while we often speak about brand positioning and essence, the “how” sometimes slips through the cracks. In the dynamic world of campaigns and boardroom brainstorms, it’s easy to fixate on what our brand should be and lose sight of how to genuinely bring it to life…. how to actually get there.
Branding Consistency: The Overlooked Pillar
Think about those iconic brands out there. They didn’t just happen overnight. They stayed true, they remained consistent. If there’s one thing I can drill down into from all these years, it’s this: branding thrives on consistency.I’ve got this analogy I love to use, one my team often rolls their eyes at (but they’ve come to love it, I swear). I call it the Bucket Principle.
Think of branding as a bucket. Every campaign, every tweet, every handshake is a drop in that bucket. The goal? Fill that bucket to the brim, till it spills over, becoming unmistakably yours.
But here’s what I’ve seen time and again: brands trying to fill more than one bucket at a time… even when budgets can’t support it! Maybe it’s the excitement of a new idea or the fear of missing out, but before their first bucket is full, they’re onto the next. And what happens? None of the buckets truly fill up. It’s like trying to tell a story with multiple versions at the same time —everyone gets a different take on the story!
One Voice, One Message
Every piece of marketing should resonate with a unified tone and message. It’s about consistently pouring into that one bucket, ensuring every effort amplifies the brand.
Looking back on all the rollercoaster highs and lows, this simple truth remains rock solid…consistency pays off. Whether you are a basement start up or a major corporate brand that is about to launch, those who understand the power of a single, consistent message will stand out and stand tall. They’ve steadily poured into their chosen bucket, ensuring their brand’s voice resonates distinctly.
Final Thought…
So, as you carve out your path in the ever clutter world of branding, always keep that singular bucket in mind. Remember why consistency matters. Resist the temptation to juggle too much, spreading yourself too thin, too soon. Stick with it, and slowly but surely, your brand will make its mark, etching its place in your audience’s minds
What I have come to appreciate is while the world of branding might change, the need for a consistent voice remains paramount. Embrace your story, and the world will lean in to listen.
by Miriam Hara | Aug 11, 2023 | Advertising, Agency, Branding, Creative
Has the mojo of creating ‘creative’ shifted hands?
Many think that creative agencies have lost their relevance due to computer software, apps, and social media tools taking over the roles once held by creative directors, illustrators, and designers. Consequently, the magic that was once inherent in the creative agency’s offerings seems to have vanished. Well that just not so, and I’ll explain why I think that.
In today’s tech-driven and social media-dominated world, it’s important to ask ourselves: What makes branded creative concepts truly magical? There’s been a tremendous amount of buzz about social media…and there has always been a discussion about the increasingly changing role of the creative agency.
While computer software, apps, and social media have democratized creativity, it’s essential to avoid oversimplification by equating accessibility to software and platforms with top-tier branded creative concepts.
Despite their prevalence, the creative process behind these concepts retains the power to evoke magic, even in the age of social media.
It’s important to understand that creative concepts go beyond design, software, apps, or social media trends. Believing that creative concepts are solely about these elements would be naive. In reality, a solid creative concept requires more than just design expertise or the ability to create viral content with modern tools. Developing exceptional creative concepts that resonate in today’s connected world demands time, effort and critical strategic thinking. It’s not about the software or the latest social media craze, it’s about the ah-ha! moment.
While clients may have profound knowledge of their business, creative professionals and designers possess the skills to bring forth that special ‘ahh’ reaction.
Drawing from my experience of running a boutique agency for 35 years, I have witnessed the transition from drafting table to computer screen and the rise of social media as a powerful tool for creative expression. I can confidently affirm that the creative mojo is alive and well, even in this new landscape. In fact, it may be even more accessible than ever before! So YES, agencies can and do continue to deliver creative concepts in the digital age.
Throughout the years, our team has tackled a wide variety of projects. We have taken fragmented pieces and seamlessly woven them into cohesive, succinct creative concepts that tell a story both offline and online. Additionally, we have successfully transformed dry, complex material into engaging, accessible content that thrives across various social media platforms. There’s something truly special about a beautifully crafted, on-brand piece of creative work. It brings forth a sense of beauty and joy!
Creative minds have a unique perspective that fuels amazing creativity. If software or social media had truly diminished the magic of creative concepts, we would expect TV ads, music, promotional contests, PR campaigns, and other creative outlets to suffer the same fate. However, time and time again, we have witnessed properly conceptualized, executed, timed, and delivered creative content evoking positive reactions both offline and online.
Branded creative concepts, when thoughtfully developed, remain magical in this age of technology and social media. The perception that creative concepts have lost their magic may stem from an influx of mediocre creative work that fails to deliver desired results or capture the attention of today’s digital-savvy audience. In the realm of marketing and branding, this is far from magical.
I look forward to hearing your thoughts on this subject. Please share them in the comments below.
by Miriam Hara | Jul 21, 2023 | Advertising, Branding, Business Success, Marketing, Objective
As the world of marketing evolves, so does the demand for strategic thinking. Regardless of all new technology, at our disposable or how industries and marketing landscapes change, both setting objectives and strategies remain the cornerstone of successful marketing…and business.
This may be very basic for many who read this, but it’s always good to reset our thinking. As marketers we are always busy with so many elements of our brand that sometimes we may lose sight of the basics. So here it goes.
At the heart of every successful marketing campaign lies the ability to differentiate between an objective and a strategy. In the evolving world of marketing, these two concepts are often confused. To succeed in the business world, it is essential to grasp the distinction between them. Strategic thinking is an indispensable asset!
Understanding the difference between an objective and a strategy, and ultimately, learning how to leverage it to develop compelling marketing campaigns can not be understated.
The Power of Objectives
Objectives allow businesses to navigate the marketing landscape effectively. That’s why before anything else is done, businesses must first set their objectives. So what is an objective, and how do you establish them? Objectives are the desired outcomes that becomes the destination all marketing efforts. Objectives are marketing’s GPS. They serve as the North Star, setting the path towards success.
What Makes Them Objectives?
In short, objectives are businesses’ way of defining success. It’s the only way businesses can look back and assess results against their intention. But let’s take one step back and define what makes and objective, an objective… or better yet, a SMART objective. SMART objectives are specific, measurable, achievable, relevant, and time-bound, provide clarity and direction. SMART objectives involve setting specific and measurable goals, ensuring they are achievable and relevant to your business. AND more importantly they need to establishing deadlines to maintain focus and drive action. So why are they called SMART?
In a nutshell, objectives are your end goals, and they should be SMART:
Specific: Clearly define what you aim to achieve
Measurable: Quantify your goals for easy tracking
Achievable: Set realistic targets that can be accomplished
Relevant: Ensure the objective aligns with your overall business goals
Time-bound: Set a deadline to maintain focus and drive action
Here’s an example of a SMART Objective: “Increase our market share by 15% in the next 12 months.”
This statement is specific, measurable, achievable, relevant, and time-bound.
What’s in a Strategy?
Strategies are the plans that guide the achievement of objectives. They are the blueprints for achieving your end goals, providing a clear roadmap for how to get there. Strategies describe the overarching approach or direction, but they do not detail the specific tactics or actions needed to achieve the objective.
A strategy is the “how” while the objective is the “what.”
For instance, to achieve the objective of increasing market share by 15%, a strategy might involve targeting a new demographic.
Bridging the Gap: Tactics and Actions
Armed with a good understanding of objectives and strategies, tactics and actions are the next in line. Tactics are the specific activities or steps that will be employed to execute the strategy. They are the nitty-gritty details that bring a strategy to life. It’s the details that make for success.
For example, if our strategy involves targeting a new demographic, tactics might include developing a new product line, launching a tailored marketing campaign, or partnering with influencers who appeal to the target audience.
The Dynamic Trio: Aligning Objectives, Strategies, and Tactics
A symbiotic relationship between objectives, strategies, and tactics is essential. The alignment of these three ensures that all efforts are directed towards the same end goal, making it easier to measure the effectiveness of the overall campaign.
To illustrate the importance of alignment, take the scenario where a company’s objective is to increase its market share by 15%. However, their strategy is to focus on improving the quality of their products without considering the needs of their target audience. In this case, the strategy is misaligned with the objective, resulting in wasted resources and a less effective campaign.
To avoid this pitfall, always ensure that your strategies are developed with the objectives in mind. This will help stay on track and make the best use of resources.
Understanding the difference between objectives and strategies is critical and keeping it always top of mind is essential. Objectives guide your direction, while strategies provide the master plan for achieving those objectives.
An objectives is your destination; a strategy is your roadmap, and tactics are the steps you take to get there.
Armed with this dynamic trio, marketing efforts will always be well-equipped to develop and a implement successful campaigns that drive results.
So remember, be smart and remember to set SMART objectives!
by Miriam Hara | Jul 7, 2023 | Advertising, Branding, Creative, Marketing
Creating a strong brand identity differentiates you from competitors, fosters brand recognition and loyalty, and communicates your values and personality to your audience. With my 35 years of experience in marketing and design at 3H Communications, I’d like to share insights on three vital components of a successful brand identity: logo, tagline, and brand voice.
Your logo, tagline, and brand voice play pivotal roles in your brand identity. They help you stand out, build recognition and loyalty, and establish a personal connection with your audience. Despite the rapidly evolving business landscape with its fast pace and advanced technology, some may question their relevance. However, the answer is yes, and here’s why.
While technology has transformed business practices, the fundamental principles of branding remain unchanged. Your brand identity sets you apart from competitors and conveys your values and personality to your audience. In a saturated market, a strong and consistent brand identity is crucial for differentiation and establishing brand recognition and loyalty.
Your logo is the most identifiable aspect of your brand. It visually represents your brand across various platforms such as websites, social media, packaging, and marketing materials. It’s crucial to create a visually appealing logo that reflects your brand’s personality, values, and mission. Factors such as colour, typography, symbols, icons, and scalability should be considered in logo design. Nike’s swoosh is a prime example of a successful logo—simple, recognizable, and reflecting the brand’s focus on movement and athleticism. At 3H Communications, our association with the colour purple is strong, and many clients wear purple when visiting us or attending virtual meetings. It’s remarkable how our brand identity resonates during significant events like a King’s coronation!
A tagline is a short, memorable phrase that encapsulates your brand’s essence and communicates your promise to the target audience. It should be catchy, easy to remember, and unique. When crafting a tagline, focus on your brand’s unique selling proposition, keep it concise, make it memorable, and stay true to your brand. Apple’s “Think Different” is a favuorite example—a short, memorable phrase reflecting the brand’s emphasis on innovation and creativity.
Brand voice encompasses the tone, style, and personality used to communicate with your audience. It expresses your brand’s values, beliefs, and mission in your content across various channels like websites, social media, and marketing materials. Consistency is crucial for brand voice, which should resonate with your target audience and reflect your brand’s personality. When developing your brand voice, define your brand’s personality, identify your target audience, select a tone aligned with your brand’s personality that connects with the audience, and maintain consistency. Innocent Drinks is an excellent example of a brand with a strong and consistent voice, maintaining a playful and quirky tone across their website, social media channels, and other marketing materials.
While technology has revolutionized business practices, the principles of branding remain as relevant as ever. Your logo, tagline, and brand voice are essential components of your brand identity, enabling you to differentiate, establish recognition and loyalty, and create personal connections with your audience. If you haven’t already invested in creating a strong and consistent brand identity, now is the perfect time to do so.
I hope you found this article informative and helpful. If you have any questions about creating a successful brand identity or if you’d like me to cover other marketing, branding, or creativity-related topics in future blog posts, please let me know in the comments below.
