Trendwatching.com introduced BRAND BUTLERS a few years ago as a promising, emerging trend, BRAND BUTLERS as in "serving is the new selling". Here's how to make it work for you, from their new BRAND BUTLERS briefing:
BRAND BUTLERS With pragmatic, convenience-loving consumers enjoying instant access to an ever-growing number of supporting services and tools (both offline and online), brands urgently need to hone their "butlering skills"*, focusing on assisting consumers to make the most of their daily lives, versus the old model of selling them a lifestyle if not identity.
* For more on what makes a great butler, see this
Here's why consumers are embracing these BRAND BUTLER-style services:
• For consumers, time, convenience, control and independence are the new currencies: this need requires B2C brands to turn many of their "campaigns" if not all interactions with their customers into broader services. In short: a shift from "broadcasting" to assisting.
• Relationships with brands are now more down to earth and less reverential. From individualism to eco-concerns to decreased spending power in developed economies: for consumers, the practical and pragmatic rule.
• Yet, in uncertain times, there's also a consumer longing for institutions that truly "care" (please re-read our
• On top of all of the above, the current mobile online revolution (hey, it took more than a decade of breathless predictions, but mobile Internet usage is now finally exploding around the globe) is shifting these consumer expectations even further into the always-on, instant gratification online arena. (please re-read our
Click here to read the entire BRAND BUTLERS briefing:
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.
