The Times Australia
Small Business News

.

Trends Brand Marketers Need to Heed - Brand Keys

  • Written by Robert Passikoff


Marketers cannot use mid-20th century survey tools to measure 21st century consumer values and behaviors because traditional techniques are likely to measure what consumers say, rather than what they think. Today’s consumers simply don’t behave the way they say they will and the consumer decision process is far more emotional than rational – consumers don’t think what they feel.

The reality is more effort has been expended figuring out how to better target consumers than to understand them, which explains why almost everyone is anguishing over the failure to predict the outcome of the 2016 presidential election. Happily, Brand Keys got it right back in September 2015. Take a look at what we said. As researchers who only have eyes for emotionally-based, accurate, predictive research, we appreciate having a real foundation for insights, particularly when it comes to trends.

Trends ultimately reveal themselves when consumers’ emotional expectations surge. And because consumers' actions in the marketplace are a product of their values, we have been able to identify trends well ahead of the global research shops and hip trend watchers, well before they show up on traditional research radar and before consumers articulate them. When it gets to that point it’s too late to be of any real use anyway.

That said, we decided to take a retrospective look at some key trend themes Brand Keys identified years ago, that will make themselves felt in 2017.

Brands will get more emotionally in tune with consumers

Values that drive the decision-process for virtually everything will be more emotionally based. Rational is price-of-entry. Accurately measuring consumers’ real emotions will be critical for both precision and success. (2008)

Expectations will increase and brands will need to predictively measure them

Over the past 5 years customer expectations have increased on average by 25%. Brands manage to keep up by only 6%. That’s a big gap that a new brand can come in and cash in on. (2007)

Consumers will talk to (and about) themselves about bespoke products and services

Consumers’ heightened awareness of their actual control and their ever-increasing access to information will result in intensified cravings for customized and personalized products and services. (2012)

Unfulfilled expectations = consumer rebellion

Consumer engagement has been inaccurately associated with consumer attention levels, time-spent, and personal entertainment. Marketers will need to measure how well the brand is perceived versus the Category Ideal if they want a real measure of brand engagement. (2009)

Brands will need to prove themselves

Veracity, accuracy, and trust will become more critical than “inspiration,” and “entertainment.” Social media’s democratization of content creation will require brands to actually prove themselves. Stephen Colbert’s “truthiness” is something consumers will need to be on the lookout, so brands beware. (2006)

It’s not going to get any easier being just green

Ethics – beyond fair trade, sustainability, and corporate responsibility are going to be expected – and questioned – more and more. CSR will be an expectation not a differentiator. Climate change will still be a catalyst for change, but given the ease of consumers’ abilities to pull back the brand curtain, watch for ethical standards to have a greater influence in the consumer decision process. (2010)

Naked truth will be more important than well-dressed lies

It’s going to be showing versus talking. Storytelling is well and good as long as it is fact-based and believable versus just being an entertaining fairytale. Consumers will become more wary of brands that betray their trust. (2015)

Brand will matter more

Outreach and consumer accessibility will become more laser-focused and but brand will still matter. Being known will not be the same thing as being known for something meaningful. Campaigns and metrics will need to move beyond just the transactional or marketers will just end up selling commodities. (2006)

Consumers will not wait

Instant connectivity and a culture-of-now will result in consumers frustrated with red-tape processes and bureaucracy. Brands will have to react faster and faster if they want to keep (and keep up with) consumers. Real-time and real answers will become real important to consumers. (2011)

We hope our view of what’s coming down the road in 2017 will provide marketers with the opportunity to embrace new methods of measuring brand and consumer engagement and insight, build new business and consumer measurement models, and create new opportunities for growth.

Property Times

Top Tips for Finding the Ideal Block to Build Your Home

There’s something deeply personal and exciting about building your own home. You’re not just choosing paint colours or furniture, you’re creating a space that reflects your lifestyle, your dreams, and your future. However, before you start sketchin...

The Home Buying Process Explained Step by Step

Buying a home is a thrilling milestone, but it can also feel like navigating a maze without a map. With paperwork, finances, and decisions at every turn, understanding the home-buying process is crucial for success. Whether you're a first-time buye...

Thinking of Selling Your Home? Here’s What You Need to Know

Selling a home is more than just putting up a “For Sale” sign. It’s a strategic process that involves preparation, pricing, and negotiation - all aimed at getting the best value for your property. Let’s go through the most important steps to take b...

Smart Ways to Earn Passive Income from Real Estate

Imagine making money without doing much work. You get paid even while you sleep, travel, or do fun things. This is called passive income. Indeed, real estate has great ways to do this. You don't have to be a landlord all day; similarly, you don't h...

Food & Dining

Onsite Caterer vs a Full Service Venue: 9 important things to explore

Choosing between an external catering company and an all-inclusive venue is a major decision that affects cost, flexibility, food quality, and the overall event experience. Venues with in-house catering offer convenience and streamlined coordinatio...

Meal Prep as Self-Care? The One Small Habit That Could Improve Your Mood, Focus & Confidence

What if the secret to feeling calmer, more focused, and emotionally resilient wasn’t found in a supplement or self-help book — but in your fridge? That’s the surprising link uncovered by leading dietitians Anna Debenham and Alex Parker from The Biti...

Cult Favourite, TokyoTaco, Opens Beachfront at Mooloolaba this June

FREE Tokyo Tacos to Celebrate!  Cult favourite Japanese-Mexican restaurant TokyoTaco is opening a beachfront venue at the Mooloolaba Esplanade on Queensland’s Sunshine Coast this June.  The doors of the new venue will open on 18 June and to cel...

International lager claims crown as Australia’s most preferred beer

Launching its inaugural ‘Brand Map of Australia’, Tracksuit reveals Corona as the nation’s most preferred beer  Sydney, Thursday, 29 May 2025 - From iconic mass-produced lagers to innovative craft brews, beer is woven into the fabric of Australi...

Business Times

Agentforce for Financial Services: Merging AI and Human Expertise…

In this rapidly evolving world of financial services, deploying customer experiences that are personalized and intelligen...

Samsara Eco and lululemon announce 10 year partnership

lululemon and Samsara Eco Announce 10-Year Plan to Advance Recycled Material Portfolio Plan will see lululemon source a...

Barelli Bathrooms announces celebrity interior designer Kellie Ri…

Barelli Bathrooms, a leading name in contemporary bathroom accessories and design, is proud to announce its new national ...

The Times Features

Exploring the Curriculum at a Modern Junior School in Melbourne

Key Highlights The curriculum at junior schools emphasises whole-person development, catering to children’s physical, emotional, and intellectual needs. It ensures early year...

Distressed by all the bad news? Here’s how to stay informed but still look after yourself

If you’re feeling like the news is particularly bad at the moment, you’re not alone. But many of us can’t look away – and don’t want to. Engaging with news can help us make ...

The Role of Your GP in Creating a Chronic Disease Management Plan That Works

Living with a long-term condition, whether that is diabetes, asthma, arthritis or heart disease, means making hundreds of small decisions every day. You plan your diet against m...

Troubleshooting Flickering Lights: A Comprehensive Guide for Homeowners

Image by rawpixel.com on Freepik Effectively addressing flickering lights in your home is more than just a matter of convenience; it's a pivotal aspect of both home safety and en...

My shins hurt after running. Could it be shin splints?

If you’ve started running for the first time, started again after a break, or your workout is more intense, you might have felt it. A dull, nagging ache down your shins after...

Metal Roof Replacement Cost Per Square Metre in 2025: A Comprehensive Guide for Australian Homeowners

In recent years, the trend of installing metal roofs has surged across Australia. With their reputation for being both robust and visually appealing, it's easy to understand thei...