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HERITAGE HERESYWhy 2014s heretical consumers view nothing as sacred.
trendwatching.comMARCH 2014 TREND BRIEFING
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DEFINITION
HERITAGE HERESY: Rising numbers ofconsumers are embracing brands that
play with, subvert and even explode their
own heritage.
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3. CLEAN SLATE COMPETITION
1. BRAND BAGGAGE
2. NEW NORMAL
4. TUMBLURRED LINES
5. NOT-SO-VIRGIN CONSUMERS
Consumers are flocking to brands without history or heritage.
Brand heritage becomes brand baggage.
Ready for post-demographic consumerism?
Whose brand is it anyway?
New markets, new mindsets, new heresies.
DRIVING THIS TREND:
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BRAND BAGGAGEBrand heritage becomes
brand baggage.
1
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The majority of people worldwide wouldnt
care if 73% of brands disappeared tomorrow.
- Havas, June 2013
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Consumers are embracing brands
that drop the Our brand must always
and Our brand must never and do
the Unthinkable.
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October 2013 saw Mot Hennessylaunch two varieties of sparkling wine made at vineyards in the Nashik region of India.
The wines are more affordable than the brands Brut Imperial Champagne which is subject to heavy import taxes.
HERITAGE = Made in France.
Mot Hennessy
HERESY = Made in India.
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November 2013 saw LVMH-owned Mot & Chandonunveil vending machines in British department store
Selfridges, selling miniature bottles of Champagne.
HERITAGE = Luxury.
Mot & Chandon
HERESY = Mass.
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NEW NORMALReady for post-demographic
consumerism?
2
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Traditional demographic segments are becoming everless useful.
Fueled by growing choice and freedom, consumers are
ever more diverse and unpredictable. Meanwhile, a
global culture sees consumers from nine to 90, from
Chicago to Bangkok, lust after the same smartphones,
eat the same sushi, and wear the same sneaker
brands.
NEW NORMAL
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Enter POST-DEMOGRAPHIC CONSUMERISM, andthe embrace of brands* that cater to universal (and
complex) needs and wants, rather than constructed
(and limited) identities.
NEW NORMAL (CONT.)
* Were referring here to global mega-brands. Of course there will remain
endless opportunities for smaller, niche brands to target a core audience and
exclude the rest.
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Consumers dont live in demographic
silos anymore. Neither do smart brands.
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In October 2013 low cost carrier flydubailaunched business class seating across their fleet. Business class seating
is equipped with touchscreen TVs, and travelers are offered priority check, lounges and 3-course meals.
HERITAGE = Economy.
flydubai
HERESY = Business.
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Heretical Question 2:
Where does your brand heritage clashwith consumer needs/desires?*
How would your offering look if you
adapted it to serve that need/desire?
* For example, if your brand is built around exclusivity, it clashes with the consumer desire for easy access.
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CLEAN SLATECOMPETITIONConsumers are flocking to brands
without history or heritage.
3
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Unlike established often tainted brands, startup
CLEAN SLATE BRANDS often better embody the values of
contemporary consumers: storied, responsive, accessible,
sustainable, ethical.
Whats more, the sheer volume of innovation, in every
sector, means a host of new (and more relevant and
simply better) solutions than those from legacy
competitors.
As for barriers to trusting new brands? Theyve fallen
away in a marketplace of total information and perceived
accountability.
CLEAN SLATE COMPETITION
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Worldwide, 40% of consumers say they do not
wait until a new innovation has proven itself
before they will purchase it.- Nielsen, January 2013
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Consumers are looking to established
brands to disruptthemselves.
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In September 2013 BMW announced that it would roll out its electric vehicle sharing program DriveNowto more US
cities. DriveNow is widely held to be BMWs answer to car access startups such as Lyft and RideShare.
HERITAGE = Exclusivity.
BMW DriveNow
HERESY = Open access.
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In September 2013, the international hotel chain Marriott announced the extention of Workspace on Demand. The
initiative allows any consumer not only hotel guests to book deskspace at a Marriott hotel lobby.
HERITAGE = High-end hotel.
Marriott & LiquidSpace
HERESY = Coworking space.
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September 2013 saw Chinese luxury brand Shang Xiaopen its rst store in Paris. Shang Xia is backed by French fashion
house Herms. Its two stores in China sell clothing, jewelry and furniture inspired by Chinese culture and design.
HERITAGE = Paris fashion.
Shang Xia
HERESY = Shanghai fashion.
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Heretical Question 3:
Who are your CLEAN SLATECOMPETITORS, and what can you
learn from them?
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TUMBLURRED LINES
Whose brand is it anyway?
4
Image via Adbusters
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Consumers have been busy creating a never-ending
stream of brand heresies of their own.
Just a glimpse at Tumblr, Instagram, YouTube and
Facebook will bear witness to how consumers both
participate in (or are at the very least observers of) the
remixing, hijacking, copying and redening of brands,and their products and services.
TUMBLURRED LINES
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One way for brands to regain the
attention of (creative, culturally aware)
consumers in 2014? Get creative, playful
and even subversive with their own
history and heritage.
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October 2013 saw Versace launch a collection designed by British-Sri Lankan recording artist M.I.A.. The M.I.A x
Versace Versuscollection is based on Versace copies found in Londons street markets.
HERITAGE = Closed/elite.
Versace
HERESY = Open/democratic.
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Heretical Question 4:
What are (creative, subversive,culturally-aware) consumers doing
to your brand online?
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NOT-SO-VIRGINCONSUMERS
Bringing new expectations.
5
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Heritage has been a reliable global export for many
established brands.
Next: the continued power shifts in the global economy
will overturn sacred brand cows.
Eager-yet-aware, younger-yet-experienced, wealthy-yet-
irreverent emerged market consumers tastes will matureand evolve. These consumers will turn away from the
tired brands their parents lusted after, and towards fresh
and exciting brands that enter unchartered waters with
their products, services and campaigns.
NOT-SO-VIRGIN CONSUMERS
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60% of Chinese luxury consumers are aged
20-39, compared to just 38% in Western Europe.
- Roland Berger, October 2012
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60% of Chinese millennials feel they have
more in common with young people in other
countries than with old people in China.- JWT, September 2013
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In Brazil during April 2013, Mercedes-Benz launched a video campaignfor its new A-Class car model, soundtracked by
Federated MC and the Leleks hit song Passinho do Volante. The funk hit has its origins in Brazilian slum culture.
HERITAGE = Elite culture.
Mercedes-Benz
HERESY = Mass culture.
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In November 2013 shampoo brand Pantene launched its Labels Against Womenadvert in the Philippines. The ad
highlighted workplace sexism. In December 2013 Pantene announced they would also air the ad in the US.
HERITAGE = Glamor.
Pantene
HERESY = Politics.
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IMPLICATIONS & NEXT
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Of course, for every brand that should dive headlong
into HERITAGE HERESY, there will be another that would
benet from remaining sacred and unchanging.
The trick is knowing which side of the line you fall on.
HERITAGE HERESY VSHERITAGE HOMAGE
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FIVE HERETICAL QUESTIONSIf youre ready to run with this trend (and you should at least consider it!), then dont forget the ve
heretical questions:
Who are your CLEAN SLATE COMPETITORS?
What BRAND BAGGAGE can you drop?
Where does your brand heritage clash with consumer needs/desires?
What are consumers doing to your brand online?
How could your brand excite younger, sophisticated, affluent consumers inemerged markets?
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GO APPLY!
Try capturing your answers to these questionsusing our Consumer Trend Canvas tool:
www.trendwatching.com/trends/consumertrendcanvas
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Nothing (about your brand ;) is sacred!
AND REMEMBER...
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NOW
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