Here’s what the future of branding and packaging has in store for us in 2018. With so much choice on the market today, our expectations for exceptional products and packaging have become more refined, and brands are racing to keep up.
Talking to young people around the world, Bobby Jones found a rising tide of concerned citizens who want to change the world, and who also want to consume the latest, greatest stuff.
“We found that consumers are generally becoming more selective about their spending. They are allocating more of their income to lifestyle services and experiences – over half plan to spend more on leisure and entertainment.” – McKinsey
Today, Pepsi released its latest ad, a two-and-a-half minute spot from its in-house creative team, Creators League Studio, featuring Kendall Jenner as a model who leaves work to join a protest.
Branding is defined as the process by which one creates a unique name and image for a product using advertising campaigns. It aims to establish a presence in the market to attract and retain loyal customers. When done in a half-baked manner, branding merely enhances the outer package of a mediocre product.
In 2016, we've seen mobile completely redefine how people interact with one another as well as with brands. And while social and mobile have had an indisputable impact on marketing, communications and business, in 2017, we're going to see old dogs with new tricks in areas such as content mixed with new dogs who want to change the game all together.