1. The Majority Of Online Reviews Are Not Real: In the past, many brands were quick to note how they gained an edge by using online “ratings” to hack their way to the top. But lately it has come as no surprise that the “wisdom of crowds” and their reviews of your product make little sense if most of those reviews can no longer be trusted. With a deep mistrust of reviews, prospective customers retreated back to a smaller circle of influence that contains their closest friends, family and allies. As a result, brands should be be careful not to overemphasize their digital footprint, but rather put the effort into earning the five stars. We’ll see authentic five star brands win this decade.

2. Brands Thrive In The Physical World: The past decade has been filled with terrible advice. Brand marketing is not important, advertising is dead, retail is dead. The latter of these three statements is truly one that is so far off in its thinking that it catches many by surprise how brands like Away luggage, Travelocity and Netflix are all in the physical space now even though they are digital brands! We know that brands can’t scale if they aren’t in the living ecosystems of humans. And thus, where you play in the physical space is more important than ever as the physical space allows for true discovery and interaction unlike the crowded digital world where one can only be discovered through lots of paid ads, engagements and interactions that don’t tell the full human story about what your brand is, how it thinks, feels, smells, tastes and looks like. Only physical and analog can accomplish this which is why it isn’t dead but simply remixed for the world where everything is two degrees away from being a status update on social media.

3. Brand Marketing Matters More Than Ever: The past decade many brands over-indexed on performance. I mean, if everything you were trying to measure and show ROI on matters, then of course long tail activities like brand marketing were thrown into the dust bin. But in 2019 brand marketing struck back. First, several big brands admitted that performance marketing ruined their brands, second, good insights were released noting overemphasizing on strictly performance is junk science. The best of brand marketing still infuses performance marketing into the mix. In fact, Les Binet and Peter Fields noted that the top performing brands put about 60 percent of their budgets into brand marketing and 40 percent into performance. A hybrid to say the least. It’s important to note this as some big brands that faltered the last several years had more of a 10 percent brand to 90 percent performance mix. You can’t get new customers if those new customers don’t know you and they won’t know you if all that you’re doing is hyper targeted, personalized messaging. Brands matter when people can speak to others about them and the social validation occurs when many people have seen the brand. This only happens when brands actually commit to brand marketing.

4. Brands Will Open Storefronts Without Amazon: How is this possible? Well, these digital advertising behemoths are simply middle players looking to take your money for helping to connect people to you. But nobody says you have to play by those rules. In fact, what if you launched a brand today with mass Out of Home advertising? Think I’m crazy? That’s what DTC brands do on a daily basis. And they use both brand and performance to track the effectiveness of that out of home marketing. Many might say this is nuts, and that they can only get scale from using these big digital monopolies, but such thinking misses the point. Brands aren’t built by digital, they are exposed on digital by people who have heard about the brand in a variety of ways and have taken action to discover the said brand using platforms like search or social. But what about selling goods? How can a brand do this without Amazon? Hmmm, maybe we should ask this iconic brand. What’s even more important is in a world where digital is so big, overrun, but monopolized by three players, it takes us back to trend #2 on our list, where your brand is physically helps it a lot. The physical experience IS now the marketing. And thus, can help brands who have paid a lot of money the past decade in digital to put that budget toward customer experience, service and success where it most counts in a world where intimate word of mouth will matter more than the fake diatribes found in trend #1. And remember a few years ago when people and said brands needed to behave like publishers? Publishers have the most control when they can go direct to their audience. The same can be said with brands. Brands need to be their own storefronts because when you own the store, you can be more personal. And the best way to do this is through first party data, not through Amazon or other walled gardens.

5. People Will Pay More For Brands With A Human Side: The mighty algorithm. We won’t see them ever die but they could mean less in a digital world where many understand how they work and that nothing of interest can be found from them. If you’re like me you may complain that going to Blockbuster back in the day was a terrible experience because even after three hours you still had no clue what to watch. The algorithm was the humans working in the store. Terrible? Not when you think we’ve replaced those humans on many platforms like Netflix, Hulu or Disney+ In music Spotify, Apple and Amazon have done similar. Search, for example, tells us what we want to know, but can’t help if we don’t already know what we want. Far from disappearing, human curation and sensibilities have a new value in the age of algorithms. Yes, the more we have the more we need automation. But we also increasingly want informed and idiosyncratic selections. The world still needs human curators and concierges to guide us. This is why brands matter. They are these curators and concierges. In a world where automation has overtaken what we see, hear, sense and smell, it’s important to get back to finding things on the edge using human Sherpas. We relish the messy reality of another’s taste and a trusted personal connection. We don’t just want correlations – we want a why, a narrative, which machines can’t provide. Even if we define curation as selecting and arranging, this won’t be left solely to algorithms. Unlike so many sectors experiencing technological disruption, from self-driving cars to automated accountancy, the cultural sphere will always value human choice, the unique perspective. And this is why human choice brands have the most value to add in the upcoming year.

If we take a look back at our list and add up trends number 1 through 4 we reach 5 as a natural progression of what awaits us in 2020. It all makes perfect sense. People need brands who they know are backed with human intent more than ever in a world awash with a lack of trust, digital fakery, automated spam, monopolies and gamified hype.

Contributed to Branding Strategy Insider by: Geoffrey Colon, Head of Brand Studio, Microsoft, author of Disruptive Marketing and Host of Disruptive FM sponsored by Branding Strategy Insider.

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Now, in 2018, we’re in a third wave where it isn’t about when or where you listen, but what you listen to and why you listen to it. As brand marketers it is becoming more difficult to sort through the massive amount of content available about branding. Plus with Google announcing how podcasts will be indexed  in Search Engine Result Pages (SERPs), audio is no longer optional as a go to medium for understanding our world. As a result of the influence of podcasts, we created a list of what we think are the top 5 branding podcasts you should be listening and subscribing to now.

1. Behind the Numbers by eMarketer – This podcast, launched in 2016 by eMarketer is a freewheeling conversation about digital media and marketing, and how digital is transforming business—and even life. Episode examples: How Amazon’s grocery efforts are disrupting the industry and a discussion on how top social networks, like Facebook, Snapchat and Instagram rank among different age groups so brands can use this information for their strategy.

2. Madison & Culture by Young & Rubicam. Hosted by David Sable – Media. Art. Advertising. Sports. Music. Film. The lines between commerce and culture are more fluid than ever before. Culture shapes advertising, advertising shapes culture and technology enables both. David Sable, Global CEO of iconic agency Y&R, talks to some of the liveliest, most eclectic individuals using creativity to connect with people. This is great for ideation when it comes to what creativity can do for a brand. Episode examples: Discussions with James Altucher, Shingy the Digital Prophet and Zeitguide’s Brad Grossman.

3. Adlandia by Laura Correnti and Alexa Christon – This is a bi-weekly podcast focused on the signals in the noise of the advertising/marketing/brand industry hosted by two of Madison Ave’s most disruptive female voices. If you want the ‘same old’ thinking overturned, this is an insightful listen. Each episode listeners will have a chance to meet some of the industry’s most inspiring talent and learn about the business models, ideas and obsessions they’re bringing to life. The show leaves listeners with new perspectives to bring back to the boardroom. A podcast dedicated to the renegades, the rule-breakers and brand industry-makers and shakers.

4. Brand Builder by SnackNation & ForceBrands – Hosted by Jordan Cohen and Jeff Murphy, this show brings you the people, stories and lessons learned from the most innovative brands in the world. Some very interesting brand case studies brought to life via unique audio storytelling. Episode samples: How the Best Brands are Using Consumer Insights to Win, How to Launch the Ultimate Influencer Strategy, How to Succeed in Chobani’s Highly Selective Incubator.

5. On Brand – This is a podcast from author and educator Nick Westergaard. It’s a perfect listen for brand builders, by brand builders. Each weekly episode features an in-depth interview with a branding thought leader or a practitioner from a notable brand. The conversations focus on the art and science of branding today while including actionable insights and tips that listeners can implement right away. They also publish a short 5-minute Social Sound Bite with the latest social media and digital marketing news, trends, and tips.

And of course, if you have time and need a sixth podcast, you can always check out my weekly 15 minute audio guide at the intersection of brands, marketing, tech and popular culture, Disruptive FM, the Culture of Business. In it we digest three trending topics, do a special segment (What, C’mon! Geargasm! Everything Is a Remix. Do You Even Read, Bro?) and note three things we have On The Radar for bubbling brand stories we’re watching. It’s simple, fun, shareable and thought provoking. (Sponsored By Branding Strategy Insider)

Contributed to Branding Strategy Insider by: Geoffrey Colon, Head of Brand Studio, Microsoft, author of Disruptive Marketing and Host of Disruptive FM

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1. Quirky Brand Influencers Are the New Spokespeople – Conformists and celebrities are boring. By trying to appeal to the masses they appeal to no one. Brands need to understand that there are customers and then there are “customers.” What I mean by this is there are always niche groups of customers who go above and beyond and really support the brand. So a brand that actually takes one of these influential personas online and converts them into their spokesperson becomes unique and interesting compared to someone who probably has never even used the brand.

2. Post Digital and Phigital Will Be Common Utterances – What we mean by this is digital is no longer the sole way to reach people. That was the big talk of strategists for much of the 2010s but now people are living everywhere. And that means assuming digital ads will be the answer is not thinking long and hard enough about behavior. People live online but we live in the physical world and sharing stories isn’t limited to what one shares on a social network. This means brands who can be more creative and holistic and tie the matrix together have a better chance of reaching people and retaining them. An example of physical brands going digital and vice versa? Now we have brands born in augmented reality and then becoming physical. There is no single path to success.

3. Why Are Sales and Marketing Departments Sitting in Silos? – Companies who say, “That’s the job of sales,” or “Hey marketing, give us enablement materials,” will fail fast in 2019. In Disruptive Marketing I spoke about the need to become a hybrid within marketing. But now that isn’t even enough. Sales and marketing not only need to collide but blend and become a whole new animal. A whole new way of emotionally being that simply hasn’t existed for much of the 21st Century. Sales isn’t about selling, it’s about coaching and connection. Marketing isn’t about marketing as much is it is about education and enablement. Brands that have one team with hybrid skills have the advantage.

4. Customers Drive Brands, Not the Other Way Around – Brands still assume they dictate the rules. But we’re in a customer’s market and may always be in one. Using the analogy of real estate, when you’re in a seller’s market you can make the buyer jump through a number of hoops before considering selling to them. But when it’s the other way around it is concession central. Brands need to think in the latter. Assuming people will follow what you dictate to them means you’re not really listening or empathetically understanding them.

5. Brands Who Create, Compose and Coach Will Lead – As automation continues to pick up speed there is less of a need to talk to anyone at a brand or rely on any of their content or owned information or knowledge to make a decision. In fact, almost everything is in the hands of the decider. But there is a way for brands to break through this and stand as one with their customers. Using the example of a clothing retailer, instead of that retailer saying, “We created these fashions for you to consume,” the new create attitude is, “We created tools for you to design your own fashions.” Instead of saying, “We’ve composed the ad campaign for you to aspire to,” the new compose attitude is, “We’ve partnered with our customers on our communications.” And instead of saying, “We know best because we’re the brand,” the new coaching attitude is, “We are always learning and learning based on our customers needs in the world.”

Contributed to Branding Strategy Insider by: Geoffrey Colon, Head of Brand Studio, Microsoft, author of Disruptive Marketing and Host of Disruptive FM sponsored by Branding Strategy Insider.

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Here are five trends and behaviors that will impact brands in 2018.

1. The Slow Social Movement: For the past few years and in many industries we have witnessed “slow” movements. Slow movements advocate a cultural shift toward slowing down life’s pace. A move from a Fear of Missing Out (FOMO) to (JOMO) the Joy Of Missing Out. There are dozens of subcultures in this movement: Slow food, Slow living, Slow Travel and even Slow Design. The Slow Movement is a cultural revolution against the notion that faster is always better. This philosophy isn’t about doing things at a snail’s pace, instead, it is about seeking to do things at the right speed. Social media brands are now facing the pushback of this cultural shift. For the past decade, Facebook, Twitter and Google treated consumers like a real-time moments interface. They, along with the brands that depend on these platforms for communication, assumed all users would follow suit. But now there is a pivot occurring brought on by many of the tech platforms themselves. Many users, upset about wasting hours on platforms with nothing to show for it and fatigued by over-exposure to division and noise in the world are now seeking to find new experiences away from their screens. This shift is not a total abandonment of social platforms but more about using these platforms for what they were originally intended: true connection and community and learning. For brands this means way less content and more emphasis on reciprocity. Embracing the slow social movement requires brands to dismiss the idea that social networks are strictly for ad targeting.

2. Music Integration Reaches Epic Proportions: Music has always been massive but it’s becoming its own language for brands to connect. Tech brands were the first to recognize this but now many retailers, consumer packaged goods and even financial services brands do. The right music is key. If you’re trying to connect with younger audiences, using a song from The Who is not the way to foster connection as much as music from Major Lazer. Many communications in 2018 will not even include copy or words but simply soundscapes. The infamous mixtape, once prominently used by DJs to showcase their craft and popularize them among subcultures of fans, will be utilized even more by brands to show what they stand for via the international language of music.

3. User Generated Content Becomes a Brand’s New Creative: Many brands have spent the past five years creating content and have gained nothing in return. They haven’t been able to track if their expensive investments have led to any returns. They keep over-producing content that is over-branded, corporate and easily skippable with a thumb swipe. In contrast, influencers have been extremely good at producing content for their audience and are bypassing brand’s when it comes to attention economics. Smarter brands are realizing this and instead of continuing to crank out content that no one engages with or is difficult to track in terms of influencing attention, they are collaborating more with influencers or enlisting their customers to produce user generated content that tugs more at the heartstrings of people. In the past, brand marketers would have rebelled stating, “But this isn’t our brand, it doesn’t follow our rigid voice!” Now those playbooks and guidelines are being abandoned by brands that understand that they will have to shift and pivot constantly to stay relevant. They cannot hold onto things that they may care about, but customers don’t: logos, brand colors, brand voice and petty image debates.

4. Every Discussion About New Technology for New Technology’s Sake Is an Ethical One: Many brands are talking about how they will use Artificial Intelligence, but customers are uncomfortable about this new landscape. Therefore, instead of alarming those that are most important to their future, brands must explain how Artificial Intelligence will enhance their lives. There is already much discussion if technology improves our lives when it comes to communication and marketing. This debate will flow over into areas like AI, Voice Search, Augmented Reality, Crypto Currency and Automation. For example, brands can’t take a position of believing in their  people at the same time they automate people out of their production process. This will be one of the great debates in 2018. Be sure to align your tech decisions with your values.

5. The Repeal of Net Neutrality Could Kill Some Brands and Shift Customer Allegiance: In the discussion around net neutrality, there is little talk about what this scenario could do to digital brands and products like Google, Netflix, Hulu, Facebook, Bing, Amazon, etc. The only discussion is around ISPs having more control over how they package the net for customer consumption. But if they act as a gateway and require customers to have higher tiered packages for faster speed internet access, this could lead to customers abandoning certain digital service due to ease of use. For example, let’s say your ISP has Brand X which is an ecommerce brand in all of its access packages but not Brand Y. Brand Y requires the higher tiered package that is $150 per month. What happens to Brand Y? In this era of passive loyalty does Brand Y go away due to non-regulation of what was once an equal internet? Brands not thinking about this or many of the hundreds of other scenarios the repeal of net neutrality could do to change the web landscape need to think about what this turbulence means for them and their continued existence.

In closing remember the wisdom of Leonard Sweet, “The future is not something we enter. The future is something we create.”

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What goals and objectives should marketers adopt as they take on disruptive marketing or look to strengthen it within an organization?

Thanks for your question Jennifer. Here are four that I believe should always be the true north of disruptive marketers:

1. Designing products, services, solutions, or causes that meet the demands of an emerging market. It’s no longer enough just to market products, especially products nobody wants in the first place. Marketers must help in the actual design and user experience, based on their understanding of people’s emotions. This spills into…

2. Reshaping or reengineering an existing product, service, solution, or cause so that it meets the demands of customers unsatisfied by current offerings. Many companies give up on customers who don’t like their products. But that attitude could stunt your sustained growth and put you out of business. Sometimes this means blowing up your old products (PowerPoint) for new ones (Sway) that fit the new norm. You do this via…

3. Customer-centricity. Every move you make needs to be from the point of view of the customer, even if it might not benefit the company’s bottom line. This is where the art of immersion or enchantment fits in. Customers want to go deep into your world, not simply be told about it. The best way to understand that customer is through…

4. Emotional intelligence. The most disruptive marketers combine the concept of design thinking with a radical way of operating—that is, they don’t think of their business simply as a cohort of employees and their target market as a segment of customers. Disruptive marketing blurs that line to the point where customers and employees are one and the same, and they use communication tools to create products in tandem.

That last point is forward thinking. I can’t name one company that has reached that state of nirvana yet. But if we pay more attention to human behavior, design, and psychology than to technology, this is ultimately what customers want and crave, and what disruptive marketing can deliver. A movement like this will ultimately produce some of the most innovative solutions the world has seen. But how do you make that happen?

Through emerging communications. Disruptive marketing won’t work if the entire company isn’t along for the journey. You can’t just have a few people in the marketing department trying to do this. According to a 2014 Gartner report, “Digital business success will require organizations to take bold actions, including inventing new business models and changing the way they function. Gartner predicted that this year 70 percent of successful business models will rely on deliberately unstable processes designed to shift with customers’ needs.”

Resistance to this new way of thinking and acting can be costly. Eighty-nine percent of the companies that were in the Fortune 500 sixty years ago are now gone. That is the force of creative destruction, or apathy about doing things differently, or thinking punk rock about how to shake things up.

Ray Wang, author of Disrupting Digital Business, uses scarier terminology to describe what may happen to companies that don’t adopt disruptive marketing: “Since 2000, 52 percent of the names on the Fortune 500 list are gone, either as a result of mergers, acquisitions or bankruptcies. The changes are the result of digital business models creating disruption in the marketplace.” While about 5 percent of organizations are leaders in proactively transforming their business models to adapt to the latest technologies (Microsoft, Oracle, Apple, Amazon, Facebook, and Uber among them), Wang says about 30 percent of companies are laggards who don’t want to change their business models. “Digital Darwinism is unkind to those who wait. Anybody, even the smallest startup can overtake a large Fortune 500 company because it’s the non-traditional competitors that are creating new customers and new customer classes.” Wang adds that while the average age of a company on the S&P 500 was sixty years old in 1960, it will continue to shrink and be twelve years old by 2020, a compression of five times.

While all of this may appear scary and fill some people with unease, it should make you feel excited. With a new normal comes the potential for new opportunities.

Do you have a brand or growth question? Just Ask The Blake Project

Learn more about how to keep your brand relevant in the 21^st Century in my new book Disruptive Marketing.

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