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Consumers are turning away from mass media and seeking a unique experience from brands
Customer experienceCultural influences & values
In an era in which consumer interests and cultures are highly fragmented, brands must communicate with niche communities, and form a signature style to keep their attention.
Why it matters
It’s becoming virtually impossible for brands to capture audiences with mass appeals, because of the incredible wealth of information and communities present online. In order to differentiate themselves, brands must embody a truly eye-catching signature style and ethos within unique pockets of culture.
At a presentation at the Cannes Lions International Festival of Creativity 2022, brand strategy executive Ana Andjelic emphasized the importance of brands carving out unique identities to appeal to individual consumers. “No two brands are the same,” Andjelic said. “Customers all seek different brands.”
Andjelic emphasized that consumers have a wide variety of journeys which lead them to purchase a product. Some consumers may buy a product based on a friend’s recommendation; others follow a link from social media; still others may see a promotional email from a brand.
“The key,” according to Andjelic, is to “have one signature aesthetic that is overarching”. For example: “NFT [collection] Bored Ape Yacht Club is 1980s hardcore rock”.
Even within individual brands, no two customers should have the same purchase journey, Andjelic said. Rather, features such as customer memberships can give consumers the experience of a purchase unique to them. Within the fragmentation of brands there also lies the fragmentation of product purchases.
Some communities may also be temporary; brands face the challenge of appealing to “temporary imagined communities,” and understanding the difference between fads and lasting cultural shifts.
The big idea
“Our customers are not one monolithic group. They’re the aggregation of different niches, and we need to address them as such; we need to communicate, deliver benefits, and promote merchandising and products in that specific way” – Ana Andjelic, brand executive and author of The Business of Aspiration.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。