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Trends & Insights Digest Spring | Summer

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“Fuel your passion with knowledge”

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Table of Content 05 Welcome Message

DAMON SEGAL, STEPHEN CHELIOTIS

06 Personalisation

IN PARTNERSHIP WITH ANALOGFOLK

- BEHAVIOURAL AND ATTITUDINAL DATA

- IT’S ONLY PERSONAL IF IT IS CONSISTENT

- BRANDS CAN’T BE AFRAID TO EXPERIMENT AND FAIL

- NIMBLE TEAMS AND TECHNOLOGY

27 Channel Focus: Social Media

IN PARTNERSHIP WITH VAYNERMEDIA

- PROS AND CONS

37 Channel Focus: Experience

IN PARTNERSHIP WITH AMPLIFY

- EXPERIENTIAL AND EXPERIENCE

45 Consumer Behaviours 1

IN PARTNERSHIP WITH SHIFT CONSULTANCY

- DIGITAL DETOX

- ANYTIME, ANYWHERE CONTENT

- PREMIUMISATION

63 Consumer Behaviours 2

IN PARTNERSHIP WITH CANVAS8

- RADICAL CARE

- ACTIVE ADAPTATION

- RETURN TO EXPERTISE

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Employer Brand & Organisational Culture

IN PARTNERSHIP WITH SHEILA PARRY

- WHO CARES WINS

- PURPOSE

- REPUTATION

- INTEGRITY

- DIRECTION

- ENERGY

103 Legal & IP Trends

IN PARTNERSHIP WITH CMS

- CULT OF PERSONALITY

- RACIAL STEREOTYPING

- TRADE SECRETS AND CONFIDENTIALITY

- AGE APPROPRIATE DESIGN

133 Our Partners

TABLE OF CONTENTS

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Our mission is to build and inspire a collaborative community of marketing and brand professionals

Š 2020 The Centre for Brand Analysis & The Academy of Chief Marketers Ltd. No part of this digest may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher together with the copyright owners as featured.

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Welcome Message Welcome to our tenth Trends & Insights Digest exclusively produced for Brand Network members. We want to say thanks to all our partners for their incredible contributions to this edition. We are sure that you will find fantastic value in the insights and information they have provided. As usual, we have excellent updates from our long-term partners Canvas8, covering Consumer Behaviours, and CMS on the latest in Legal and IP Trends. This edition’s channel focus explores the Pros and Cons of Paid and Organic Social Media, with insights and trends provided by social-first digital agency, VaynerMedia. We also have a channel focus on Experience, with an excellent contribution from Amplify, named ‘Brand Experience Agency of the Decade’ by adland favourite, Campaign. Amplify draws attention to how experiential trends now have a multi-channel approach with a growing significance when it comes to audience engagement. We also have outstanding contributions on Consumer Behaviours, provided by Shift Consultancy, a team of consumer psychologists, integrating behavioural science with qualitative research, and Analogfolk, who talk about Personalisation. Michelle Watson - Head Of Customer Experience has provided the ‘Four steps to creating value for your customers through personal experiences’. Finally, expert author Sheila Parry covers the topic of Employer Branding and Organisational Culture, where she shares her PRIDE Model, which reveals how organisations build internal environments that fuel both employee’s positive emotions and a business's success. We trust that this edition will provide some great takeaways and we welcome your feedback, so we can continue to refine the value we bring to our amazing community of marketing and brand professionals.

Damon Segal Co-founder of The Academy of Chief Marketers

Stephen Cheliotis Founder of The Centre for Brand Analysis (TCBA)

WELCOME MESSAGE

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Experiential and Experience Providing consumers with experiencial value creates an emotional bond with a brand

Experience

Traditionally, experiential was seen as an events-only channel, but in recent years it has evolved into brand experience, touching on a variety of different mediums including live events, content, broadcast, retail and digital. Brand experience provides a platform for brands to holistically communicate who they are; that message should be simple, original and crucially make you feel something. Although fleeting, experiences are never just a moment in time. Brand experience extends into campaign thinking and multi-channel engagement, where content empowers audiences to take control of their own stories and become curators of their own worlds. Now, more than ever, it’s time for the industry to double down on supporting audiences, performers and brands to be creative. Festival stages might have suddenly turned into bedroom sessions, but brands can still help artists launch an EP from their kitchen or create magazine-based televisions shows from home. A brand experience is about feeling the connection, whether in person or digitally, and allowing your audience to control, curate and share their own experiences within the world you’ve created. Brand experience budgets are increasing and will keep growing as brands recognise the value of making every interaction as human as possible — and the ability of these interactions to help brands connect with audiences, differentiate themselves from competitors, and retain audience attention. The industry pressures of Covid-19 is helping to highlight the breadth of brand experience. A lot of the changes that have been happening in the industry have been expedited, forcing brands to become creatively brave or risk being left behind. The acceleration is positive; it gives brand experience a chance to invest in the future by offering a bigger vision of how audiences want to engage both in-person and online.

CHANNEL FOCUS: EXPERIENCE | IN PARTNERSHIP WITH AMPLIFY

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Case Study SCAN ME emt.io/BN20Curios

Curiosity Rooms content engine In a world fuelled by mash-ups, remixes and autoplays, a core audience of tech-savvy 25-44-year-olds increasingly feel they’ve seen it all. They have an unparalleled degree of visibility but need motivation to share their social currency. To feed this, the rules of retail were broken by Curiosity Rooms, a 5-week long pop-up flagship store in the heart of Regent’s Street. Curiosity Rooms exemplified what a ‘content engine’ approach looks like; from a pastel-pink laundrette that powered fashion discovery through AI, to barrierless window displays, escalators converted into slides, car-wash selfie spots and a basement theatre hosting 36 cultural events. A strong programme of 21 hero partnerships, including nine media and 12 cultural partnerships, led to a 34% uplift in purchase consideration on the ground and 200 pieces of exclusive online content – and organically generated content outstripped it all with 80m+ people connected with the user-generated content online. Every touchpoint of the experience was designed to empower the audience to share, curate, comment and interact.

Within the next five years, we anticipate investment in ad impressions going down. Instead, marketing budgets will go towards brand experiences, CX and in-store experiences and knowledge of sales agents – the things that will help demonstrate brand promise SHAR VANBOSKIRK, PRINCIPAL ANALYST AT FORRESTER

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Case Study

World-building empowers fans YouTube’s Sam Smith music project provides an example of how a magical experience can be turned into a content legacy. Building on Smith’s music video, which consisted exclusively of the windows and window displays of a wig store, a content engine approach was developed that enabled Sam’s engaged fans to explore what goes on within the four walls of that store.

SCAN ME

It travelled from on-screen music video, to in real life (IRL) experience and back on-screen again, through a brand and artist channel mix, expanding the world of Sam Smith by inviting the fans in to be a part of it.

emt.io/BN20SamS

Experience design may have been limited by four walls but it became a rich beacon of fashion, culture and creativity with millions of interactions and views. Content turned up the volume for the event, campaign, single and of course, YouTube Music’s involvement.

The facts

90%

90% of the experiential industry agreed that extending an event’s reach beyond live experience is imperative to the success of experiential strategy THE STATE OF EXPERIENTIAL STUDY 2019 BY AGENCYEA

CHANNEL FOCUS: EXPERIENCE | EXPERIENTIAL AND EXPERIENCE | CASE STUDIES

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Case Study SCAN ME emt.io/BN20DrMart

An authentic pivot Dr. Martens wanted to explore their role in culture, as part of a long-term strategy to make an impact on the lives of UK youths and subcultures they’re engaged in. A film, originally planned as a live experience moment with fans of punk guru Bobby Vylan, was due to the Covid-19 crisis reshaped into a live, professional broadcast from Vylan’s bedroom studio. This original event enabled fans to experience an intimate opportunity to delve into the musical process, domestic space and creative talent of Vylan in a new way. Despite being created under the restrictions of isolation, the film is not watermarked by the Covid-19 pandemic because it leans into a cinematic style that, unlike most current campaigns, purposely avoids looking like it was captured in lockdown. Committing to a high standard of filmmaking under self-isolation (and within government guidelines) means broadcast and editing approaches can be professional and with mixed-media content capture, artist collaboration, remote direction and virtual production. It still gives fans intimate access – just in a slightly different way.

The facts

63%

63% of US brand marketers plan to increase their budgets for live events next year. Similarly, 67% of B2B marketers plan to increase their events budgets in the next 18 months, a rise of 17% from 2018 EVENT MARKETING 2019: BENCHMARKS AND TRENDS REPORT + THE STATE OF EXPERIENTIAL STUDY 2019 BY AGENCYEA

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Case Study

Airbnb’s ‘Night At’ Airbnb’s most successful ‘Night At’ to date proved how an experience for just two people could capture the imagination of millions through content. The curation set design and styling gave viewers unparalleled access to the Mona Lisa, Venus de Milo and Napoleon III’s apartment. The event ran twice: once to film for the pre-promotion and again for the winners. With both audiences in mind, an aesthetic experience was crafted that captured the imagination of online viewers as well as those on the ground.

SCAN ME emt.io/BN20AirB

The event generated a global impact with over 2700 press and broadcast pieces secured in over 90 countries and 5.9m YouTube completions. Airbnb received 182 thousand entries and 1.5m website visits, while the campaign contributed to the Louvre’s aim of modernising their image. Two lucky winners experienced something truly special, but this was an event that went worldwide.

41%

In a survey of 1000 mid-to-senior-level marketers, 41% saw experiential as their most effective marketing channel for driving business outcomes, up from 32% in 2018 and ahead of content marketing (27%), email marketing (14%) and social (6%) EVENT MARKETING 2019 – BENCHMARKS AND TRENDS REPORT

CHANNEL FOCUS: EXPERIENCE | EXPERIENTIAL AND EXPERIENCE | CASE STUDIES

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Learning Points Brand experience should always be constantly evolving, testing and pivoting. The following three-pointers have always been true but are perhaps more imperative than ever in the current climate and changing times... Audiences always come first You need to get to know your audience again and rethink what your connections mean. The best thing brand experience offers is empowering audiences to feel central to their own experience. 65% of people believe how brands respond to the pandemic will have a “huge impact” on their likelihood to buy their products. Adapting to audience needs, as they change, is important and using tactics such as digital innovation could be key. Gamifying retail experiences has put audiences in control of their online content like in Nike China’s Reactland campaign, which enabled user-testing through role play. Giving audiences the opportunity to control, curate and share their own content experiences is a must. Crowdsourcing will remain important too, as seen with the United Nations (UN), who launched an open creative brief to get people to understand the global landscape suggesting it’s important to reframe the language brands use with their audiences and move into an informative space to reduce anxiety and worry in uncertain times.

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Be authentic and helpful Brands need to ask themselves what is most helpful today? In the Covid-19 crisis; for instance, brands have reacted in the moment to help communities: BrewDog are making hand sanitiser; New Balance shifted into producing face masks; Burberry are making surgical gowns. For helping consumers, innovating online is a key space to be agile in and activate experiences they can engage in when physical spaces aren’t currently accessible. What is helpful to audiences naturally evolves. Beyond the current crisis, there will be a need for storytellers and worldbuilders to shape a vision beyond the four walls of people’s homes. Brands could focus on emerging, longer-term issues around mental health, isolation and the economy.

Aim for longevity and don’t timestamp work Writing in the first phase of a the Covid-19 lockdown, brands have responded amazingly to the pandemic and a seemingly new normal. But reactive work runs the risk of being stuck in time. One learning point to follow is to avoid timestamping work. True brand experience innovation is propelled by the current circumstances – but it doesn’t have to be defined by it. Every piece of work produced should live beyond the moment, amplified through content engines, broadcast plans, and innovation. Ballantine’s Boiler Room, for example, while very relevant to the current crisis, is a long-term partnership to support under threat music communities around the world. Committing a six-figure fund, in the form of 20 x £5000 grants, distributed to 20 community-driven collectives, it was relevant prior to, during and will be relevant after the crisis. In the present, those collectives selected for grants will be participating in Boiler Room’s new ‘Streaming From Isolation’ series. Want to know more about the ways brand experience is pivoting and innovating during the pandemic then head to Amplify’s website here.

CHANNEL FOCUS: EXPERIENCE | LEARNING POINTS

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Brand Network Brand Network is an exclusive agency-free community

Our Partners

for business, marketing and communications leaders. We work with established and emerging consumer and B2B brands across an eclectic array of sectors. Our exclusive network provides insight, information, and inspiration through exceptional content and engaging events. Free from agencies and journalists, with no sales pitches or hidden agendas. We facilitate open and honest discussion, creating a welcoming community in which everyone helps each other learn and develop. We help great brands be greater. We help exceptional people grow.

OUR PARTNERS | BRAND NETWORK

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Our Partners

AnalogFolk is an independent global digital creative agency. Our mission is to use digital technology to make the analog world better — whether that’s creating more intuitive customer journeys, enabling more customer-led uses of data, integrating seamless tech or creating world-changing campaigns. We have offices in Amsterdam, London, New York, Portland, Hong Kong, Shanghai, Singapore, and Sydney and partner with brands including Nike, Tommy Hilfiger, Hyundai, Michelob Ultra, Maybelline and Unilever. Recent accolades include winning Campaign’s Digital Innovation Agency of the Year, as well as placing in both the Financial Times Future 100 and Financial Times 1000: Europe’s Fastest-Growing Companies.

VaynerMedia believes cultural equity delivers business results for its clients and makes them relevant for the now and the next. Founded in 2009, VaynerMedia has offices in New York, Los Angeles, London and Singapore and has been recognized for its work at Cannes Lions, Clio’s and The Webby’s.

Annemari Koppinen

Raisa Sufian

Senior New Business Manager

Business Development Director

annemari.koppinen@analogfolk.com

rsufian@vaynermedia.com

+44 (0)20 7684 8444 www.analogfolk.com

www.vaynermedia.com

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Amplify are a brand experience agency focused on joining the dots between people, brands and culture. Named ‘Brand Experience Agency of the Decade’ by ad land favourite Campaign, Amplify regularly scoop the industry’s top accolades by creating integrated campaigns and experiences that connect meaningfully with audiences. They turn consumers into fans for some of the world’s most forward-thinking and progressive brands, including Google, Spotify, Airbnb, PlayStation, Brewdog and Nike. As leaders in youth insight, Amplify are also the minds behind Young Blood: a deep dive into modern youth culture that is shaping strategy and communications for a wide range of youth-focused brands. Headquartered in London, Amplify also have offices in Australia and the US.

Shift Consultancy is a team of consumer psychologists, integrating behavioural science with qualitative research to help companies make more informed commercial decisions. Our core expertise is in how consumers think. As a result, we work across numerous sectors and commercial challenges; everything from changing the behaviour of airport users to speed up security screening, to creating successful new drinks. At the heart of our work is the recognition that there can be a big difference between what people say and what they actually think, feel and do. We understand why this gap exists and how to overcome it.

Tosh Ohta

Anna Angell

Head of Client Development

Consumer Behaviour Consultant

tosh@weareamplify.com

anna@shiftconsultancy.co.uk

www.weareamplify.com

www.shiftconsultancy.co.uk

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Our Partners

Canvas8 is a global strategic insights practice, helping businesses stay connected to their audiences. With a deep understanding of consumer behaviour and expertise that spans five continents and 14 sectors, their insights inspire innovation at some of the world’s leading agencies, brands and organisations. By delivering a unique perspective through an online Library and bespoke consultancy, Canvas8 enables businesses to develop ideas and strategies that resonate with their audience. If you would like to find out how the behaviours in this summary are shaping consumer culture and impacting your brand, then please get in touch with James.

Sheila Parry is an independent consultant, specialising in leadership communication, culture and values, and employer brand. From 2001 to 2015, Sheila founded and ran theblueballroom, a strategic and creative consultancy that championed excellent internal communications and the power of employee engagement in building successful businesses. Working with adidas, Deutsche Post DHL, Mars Drinks, Rentokil Initial, Roche, Siemens and Syngenta, she learned how large complex organisations create unique structures and cultures, and how people can make or break them. Her book, Take Pride: How to build organisational success through people, was published in September 2018.

James Cunningham

Sheila Parry

Global Head of Strategic Partnerships

Independent Consultant

James@canvas8.com

hello@takepride.co

020 7377 8585 www.canvas8.com

www.takepride.co

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Ranked as the world’s 6th largest law firm, CMS combines 4800 lawyers, 43 countries, 75 offices worldwide. That means we can help service your business in almost any territory. Size doesn’t necessarily mean expense though. CMS offers business-focused, value-driven advice tailored to our clients’ needs, whether they are start-ups or the very biggest global brands. The diversity and spread of our team means we have genuine expertise in almost all sectors and specialisms. Our UK firm is a full service firm, and houses one of the largest intellectual property, brand protection and advertising law teams in London. Whatever your legal needs, we can help.

This digest has been compiled and desiged by Emotio Design Group. Emotio are an established agency who provide innovative and expert digital and design solutions. After thirty years in design, marketing and development, with twenty-five of those focused online, they work to maximise your objectives through your online presence and brand. Emotio are part of the EDI Collective which includes the Academy of Chief Marketers who operate Superbrands UK, Coolbrands and Brand Network.

Joel Vertes

Damon Segal

Partner

Managing Director

Joel.Vertes@cms-cmno.com

Damon@emotio.co.uk

020 7067 3133

020 8385 5050

www.cms.law

www.emotio.co.uk

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Brand Network is run by the Academy of Chief Marketers, a unique offering for Chief Marketing Officers or Heads of Marketing and Brand to have access to a personal and professional development forum for expert learning, peer to peer insights and support. As well as this, we have our social topically driven round table private dining events which facilitate great networking, insights and collaboration opportunities. Imagine being able to confidentially pose questions about campaign tactics, team management and agency issues with a group of highly qualified peers who can provide invaluable ideas and insights which you can take back into your business the very next day. We enable marketers and brand leaders to realise their full potential in both personal development and their brand goals. Invitations to The Academy of Chief Marketers meeting days for personal and professional development set in a workshop setting for expert learning, peer to peer insights and support.

TCBA undertakes a wide range of research, brand evaluation and brand strategy projects across both business-to-consumer and business-to-business sectors. Projects range from brand trackers and internal brand equity diagnostics to complete 360-stakeholder studies developing a new brand positioning. The Centre’s audit and consultancy services supply practical and robust research, evidence and insights that shape brand and business strategy, aid effectiveness, and ultimately enhance brand reputation and underlying business growth. TCBA works directly with brand owners, working in sectors as diverse as higher education to fashion retail. TCBA works for both established global brands and smaller challenger brands.

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