Interesting article on http://www.trendwatching.com about consumers behavior and the cultural shift from huge sterile brands to ‘human brands’ with personality and transparency. Online culture is the culture, and inflexible, bland ‘corporate’ façades jar with consumers who live online where communication is immediate, open and raw. What’s more, people openly broadcast and share their lives online – flaws and all – and thus brands are increasingly expected to do the same.
Consumers don’t expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity. Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.
Ingrid Gee, Blue Dress Inc., Blue Dress Marketing, http://www.bluedressinc.me