Brand communication for 2014.

It’s the start of a new year and everyone’s sharing creative ideas around the globe. Here are some of the biggest findings plus a few ideas on how to go about working with them.

Authenticity in globalisation. To start with we need to infuse authenticity into the globalisation effect we are experiencing if we are to fulfill engagement potential with consumers who are clearly stimulated by both areas.

As creative people, we will be providing major focus on this to bring tangible qualities to the digital age.

Increasingly mindful of life style and substance, authenticity will become increasingly sought after by people in all walks of life as they seek to create their own strategies and ideas to deal with circumstances. Mixing traditional values with new thinking and consideration on a global level is a hot topic - ask any religious leaders.

Instant gratification isn't as effective anymore. Brands need to develop means of pre-gratification. I see this as a way to incorporate a more authentic and humanistic approach to overall brand communication and strategy rather than something to hit on in the short term.

At the heart of everything for me is love – it always will be. We're humans, not robots.

However, as markets become more aware of this and so more immune to this style of approach. Brands will need to convince the consumer of their empathy if they want to create and maintain meaningful connections that enable a continuous dialog of engagement.

Celebrating imperfections. Perfectly imperfect will prove to be bigger than ever this year. This creates a more authentic feel to brands and brings the type of tangible qualities needed for business, especially online, to thrive in the digital age. Check out our work for Stilton Butchers over the past few years to see this in effect. Our work has helped to create back to back record years for the company in several areas including the bottom line.

Two second communication; the world in pictures. I’m sure you don’t need to me to point out the we are communicating more than ever with pictures. A high level of creativity and understanding of this quick and direct form of communication is key. Consumers get things much faster using this strategy but be careful; they will dislike as quickly as like.

To summarise: Applying harmony and authenticity to creativity that is skilfully integrated in to our complex, globalised environment will help to provide the nourishment we crave as humans.

Brands that do this will win in 2014 - and way beyond.

Simon Bell.

Director at Sensation Creative.
www.SensationCreative.com