How can brands create more certainty in an uncertain world?
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We’re all exposed to the global swirl of change that’s going on right now. In the world of marketing and communications it’s all about digital transformation, changing the way that everybody experiences and interacts with brands. But there are a lot of other contextual changes - economic worries, Brexit confusion, media mistrust and political disconnect - which create uncertainty, putting pressure on brands and how they need to show up.
The big question for all marketers is, how do we build a brand relationship that really matters, a relationship that’s going to connect in a meaningful way, that’s emotionally and commercially rewarding?
I believe there’s a role for brands to play in filling the vacuum created by our institutions and leaders. Right now, brands should focus on how to build empathy with people, demonstrating not only reassurance but also holding people’s hands, helping paint a picture of a more optimistic future.
At Hall & Partners we’ve developed a series of strategies to help brands reconnect with audiences, demonstrating how to express certainty in an uncertain world, provide optimism, reassurance and security.
Our exclusive booklet contains lots of lovely insights, exciting hints and tips, and different points of view … but what’s important, at the end of the day, is what is the role for brands? How should they show up differently when facing change, and how can they paint a more optimistic future in times of change.
In January 2018 we held a ‘Book Breakfast at Night’ to debate the strategies brands should employ to help provide optimism and reassurance, and create a more certain future. We started with a presentation from Richard Watson – future-thinker and author of Future Files: A Brief History of the Next 50 Years – who explored the diverse trends that are impacting the way the world is changing.
We also heard from a panel of high-profile client and agency experts, including:
- Tim Hulbert, Group Head of Brand & Insight at Barclays - Meabh Quoirin, CEO of the Foresight Factory - Grant Feller, journalist and brand storyteller - Lyn McGregor, Global Head of Hall & Partners OpenMind - Vanella Jackson, Global CEO, Hall & Partners
Richard Watson’s mind map (see below) highlighted the mega-trends and technologies of the next few decades, stimulating some fascinating questions around current events and possible future trajectories.
Watch here to learn about the three trends from the map that Richard believes is creating more uncertainty in the world.