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 | Dec 28, 2023 | Branding, Creative, Marketing
It’s that time of year again…when we look back and reflect on the year we’ve just experienced. And one true and tried tradition is the word of the year…or should I say words of the year. Each year, Merriam-Webster Dictionary and the Oxford University uncover the Word of the Year. In 2023, Merriam-Webster crowned “Authentic,” while Oxford University bestowed its honour upon “Rizz.” These two words may seem worlds apart, but understanding their nuances can be a game-changer in the realm of marketing and branding.
Authentic: Merriam-Webster’s Word of the Year
I can attest to the fact that the word “Authentic” has undoubtedly been very prevalent in marketing as a buzz word. I for one, use it a lot!…I believe I even wrote a blog about it! This doesn’t take away for its importance or significance. It’s a good word. It is a word that speaks to the hearts of those seeking genuine experiences in our every evolving and social world. It is all about sincerity, truthfulness, and a deep connection to one’s true self. When we sprinkle a little “Authentic” magic into the world of marketing and branding, something remarkable happens.
When a brand is authentic, it’s wearing being open and honest about its reason of being, its services, and values. Gen X, Gen Y and yes, even Generation Alpha, demand authenticity in the brands they engage with. They want to know that the companies they support are not just about the profitability and shareholder value… in fact, I’ll go so far as to say that they don’t care about that. They want to support brands that keep their promises and stay true to their ‘shared’ values. Today’s generations tend to gravitate toward brands that are candid about their practices, and they’re more likely to become brand ambassadors spreading the word to friends and family. Authenticity isn’t just a passing fad; it’s the foundation of a brand’s long-term success and covetted reputation.
Why Authenticity Matters: Why It’s Important
Building Trust: Authentic brands are like trust magnets. When consumers perceive a brand as the real deal, they’re more likely to trust its products and services.
Creating Loyalty: Authenticity isn’t just a one-time thing; it’s a recipe for customer loyalty. When people connect with a brand on a personal level, they tend to become repeat customers.
Word of Mouth: Authenticity fuels the rumour mill—in a good way! Happy customers become brand ambassadors, recommending authentic brands to others. Positive word-of-mouth marketing can send a brand soaring.
Long-Term Success: Brands that prioritize authenticity are often in it for the long haul. Authenticity is not a passing; it’s the North Star guiding a brand’s identity.
Differentiation: In the crowded marketplace, authenticity becomes your secret weapon. It’s what sets your brand apart from all others. Authenticity goes beyond product features; it’s your brand’s DNA.
Authenticity in Action: Dove
When we talk about authenticity, it’s hard not to mention Dove’s “Real Beauty” campaign. II would venture to say it was the first real authentic branding campaign way back when. Dove dared to challenge conventional beauty standards and celebrated body positivity. Their commitment to featuring real people in their ads, without any retouching, has struck a chord with consumers seeking authenticity in the beauty industry.
Rizz: Oxford University’s Word of the Year
Switching gears, let’s talk about Oxford University’s Word of the Year for 2023. This year, drumroll, please… it’s “Rizz.” So what is “Rizz”? It’s the Internet slang term that went viral on YouTube and the TikTok universe. The word is all about style, charm, and the irresistible ability to attract romantic or even steamy attention. In simpler terms, “rizz” means having magnetic charm that makes you a magnet for romantic or sexual interest. In the ever-changing landscape of language it’s very reflective of the in crowd and up and coming generations.
Why “Rizz” Matters: Why It’s Needed
WIth branding in 2024… having “Rizz” is a must and here’s how you can ‘work’ it.
Creating Appeal: Brands can sprinkle some “Rizz” to become more appealing to their target audience. Having that unique charm or charisma in branding draws in audiences with irresistible allure.
Differentiation: “Rizz” is the secret sauce for standing out in a crowded market. Brands that exude a certain “je ne sais quoi” (attractiveness) can shine brighter and capture the attention of consumers.
Building Emotional Connections: “Rizz” can foster and build emotional connections with customers. Consumers sensing a special allure with a brand are more likely to form strong, positive emotional bonds.
Consumer Engagement: When you infuse “Rizz” (style and cache) into marketing and branding strategies, people are just more naturally drawn to those brands, and they’re more likely to interact and engage with such brands.
Exemplifying “Rizz”: Apple
Without a doubt, Apple has mastered the art of creating a seamless “Rizz” experience. Apple products, from iPhones to MacBooks and Apple Watches, sync effortlessly, seamlessly bridging the real and digital worlds. Features like Apple Pay and the App Store further blur the lines between the physical and digital realms. And let’s not forget their packaging—it’s a thing of beauty and joy!
Whether your brand strives for being “Authentic”, or exudes that much coveted “Rizz” either can work wonders in marketing and branding. Both not only create appeal and differentiation which is needed in today’s cluttered market… they also forge deep and emotional connections with all audiences. The mainstay in marketing is understanding the ever-evolving landscape in which brands need to dominant. That includes the shift and changes of language and cultural trends. That’s the only way for brands to stay relevant and strike the right chord with their intended audiences.
What are your thoughts on these words of the year…and do you agree?
by Miriam Hara | Oct 11, 2023 | Business Success
If karma is real, does business karma also exist? It stands to reason that if you believe in the concept of what goes around comes around, similar to personal karma, businesses too can be subject to its influence. What is the essence of karma? Rooted in religion, karma can be defined in many ways. At its core, however, karma revolves around the principle of cause and effect. In the context of business karma, it extends beyond small business and entrepreneurship and encompasses large multinational corporations that should prioritize it.
Business isn’t personal, on that we can all agree. But the way that a business approaches and conducts itself – the good, the bad and the ugly – says much about the culture and persona of the business. Ultimately the conduct and culture is what shapes its karma. Business leaders who consistently exhibit positive behaviour in everyday situations directly contribute to the success of the business they are in and foster good karma.
There are a few principles of karma that businesses should embrace to cultivate good karma on a daily basis.
Generosity:
Generosity lies at the heart of the philosophy of good karma. It goes beyond mere acts of charity and community contributions, although those are essential as well. In short, it could best be described as mentoring. Generosity involves giving of one’s time, protecting and nurturing others without expecting immediate benefits for the organization. It could entail helping individuals break into an industry through networking or volunteering to speak at school seminars. Let us not forget the age-old adage: Charity begins at home. Therefore, leaders and managers should extend their generosity to their teams and partners and that doesn’t only mean in monetary terms. In today’s environment, monetary incentive is only part of the bigger value need that team members are looking for. It’s about being supportive of all team members and paying it forward without any intention of receiving anything in return. Such generosity will undoubtedly come back around.
Fairness:
Practicing fairness in business means seeing situations as they truly are and setting aside our egos. Inevitably, businesses encounter challenging, messy, or ambiguous circumstances. We’ve all (unfortunately so) witnessed or heard of colleagues facing disrespectful situations comparable to emotionally painful divorces, complete with bullying and threats. When confronted with unforeseen or complex business challenges, it is crucial to approach them with a win-win philosophy. No one should lose face, and negative displays of power should be avoided. While ethics and professionalism should be standard in business, kindness and justice are often neglected in the fast-paced business world. Incorporating fairness into our business dealings contributes significantly to cultivating good karma.
Positivity:
Quick reactions and decisions made under stress or panic rarely lead to positive outcomes. Instead, they tend to amplify the bad karma that initially placed a business in a difficult position. In today’s dynamic market environment, businesses often face uncertainty and numerous impending changes. Navigating these challenges requires resilience and the ability to maintain a clear vision. Good karma thrives when a business remains steadfast, refrains from blindly pursuing alternative paths, and maintains a positive and optimistic outlook amidst setbacks. While it may sound “new age-ish,” maintaining and focusing on positivity truly pays off.
Mindfulness:
In our interconnected world, being mindful of the impact our businesses have on the planet is a definite must. Mindful businesses prioritize sustainability, environmental responsibility, and eco-friendly practices. They actively seek ways to reduce waste, conserve resources, and minimize their carbon footprint. Moreover, they recognize the social element of their actions. Social accountability has become increasingly important, with ordinary individuals, celebrities, and businesses being held responsible for their “not so nice” behaviour. Upholding ethical practices, transparency, and social responsibility aligns businesses with the expectations of their stakeholders and nurtures good business karma.
These four principles—Generosity, Fairness, Positivity and Mindfulness —serve as the pillars for fostering good business karma. How do you feel about this concept? Do you practice any principles that you believe promote good business karma? Share your thoughts and experiences here.
by Miriam Hara | Sep 21, 2023 | Branding, Creative, Marketing
As a seasoned brand marketer, I’ve come to realize a fundamental truth: brand marketing is not personal.
As marketers, it is our responsibility to ensure that personal opinions do not overshadow the brand’s intended message, style or persona. Our role is to utilize our expertise and exercise objectivity to effectively promote the brand ‘on our watch’ and maintain its integrity. In my years of experience, I have witnessed that, although separating personal preferences from the brand persona is essential for success, for some, it’s not always easy!
A brand is more than just a sum of personal tastes and preferences.
It has its own character, style, and tone that define its unique identity. Picture this. You’re responsible for launching a new product (sku) as an addition to a very popular brand’s portfolio. As a brand marketer, you must objectively assess the potential appeal of the new product to the target audience and where it fits in the entire brand portfolio. You would need to conduct market research, analyzing consumer trends, and leverage your brand expertise. Only then can you make informed decisions that align with the brand’s image and resonate with the intended consumers.
Brand identity requires the same reasoning and objectivity. As a brand marketer, it is critical to prioritize objectivity. When personal opinions take precedence over the brand’s persona, we risk straying from the brand’s intended course.
As brand custodians, it’s our role to shape the brand’s character, style, and tone that connects with the target audience. We can only do this by not only understanding the brand target audience’s preferences and needs but by adopting them as the brand’s mantra. This means we need set aside personal biases and approach our marketing strategies with a clear and objective mindset.
Full disclosure—I don’t have a favourite colour!
Now, I’ll let you in on my own little branding initiative – I wear purple every day and have done so for the better part of 35 years. Needless to say, people often ask if it’s my favourite colour. As a Creative Being I love all colours equally. But the reason I wear purple is because it’s the agency’s brand colour. Over time, it has become an integral part of our agency’s persona. By embracing the brand’s colour, I not only align myself with its identity, but I also showcase my commitment to its success.
It’s essential to remember that personal opinions should not overshadow the brand’s intended message. By allowing personal preferences to influence creative decisions, there is a risk veering off course and diluting the brand’s impact. To ensure a brand’s longevity and effectiveness, the brand’s character, style, and tone must be prioritize above personal inclinations.
Avoid the common pitfalls.
Maintaining brand integrity also means avoiding the pitfalls of personal bias in design and visual elements. A brand’s logo, packaging, and overall aesthetic should reflect its intended message and appeal to the target market. For instance, I have penchant for minimalistic design. If I insisted on revamping every brand’s visual identity to align with my taste, I wouldn’t be working in a creative agency for very long, let alone 35 years! By utilizing brand expertise and adopting an objective approach towards each and every brand we are entrusted with, we can make design choices that authentically represent the brand’s character while resonating with the intended audience.
As marketers, there’s a critical need to strike a balance between personal tastes and brand persona. By prioritizing objectivity, we can effectively deliver a brand’s intended message while staying true to its unique identity. Success is measured by our ability to navigate the brand’s identity with objectivity and build brand integrity. Here’s to the power of brands and the role we play in their success! What are your thoughts? Please share them here.
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.
