Martin Lambie-Nairn is creative director of branding agency, Heavenly
For a start-of-decade year, 2010 was strangely lacking in mould-breaking branding initiatives. The economy, change of government, natural disasters and a low-key World Cup conspired to create a subdued atmosphere — one of real uncertainty where only the bravest brands had the resolve to carry on regardless.
Culturally, we yearned for positive stories, the triumph of the human spirit against all the odds, whether the drama surrounding the rescue of the Chilean miners or, at the other extreme, who would win The X Factor. The fact that the latter delivered such huge audiences showed just how keen we all are to be part of a good news experience during the bleak midwinter.
Given this climate of austerity, it's unsurprising that many of the brands that were on our lips in 2010 were less likely to be selling us products and more likely to be involving us in their communities. Brands such as Twitter and Facebook continued to infect our culture and language, particularly in the case of Twitter, which spawned a batch of new words with the 'tw-' prefix. In media, we saw the seemingly unstoppable rise of WikiLeaks, with its own particular brand of journalistic transparency.
And let's not forget Apple's iPad. With its unique blend of effortless self-confidence and understated cool, Apple launched the year's must-have tech accessory and sold 5 million units and counting. I was also a real fan of John Lewis which, through its excellent TV commercials, reminded us how much we like some nostalgic stability from our old favourites.
So what can we expect on the branding front in 2011? Over the past couple of years, we've seen the growing emergence of people power as a force to be reckoned with, both digitally through community websites and physically through the riots that have taken place close to home in the UK and France. The power of the crowd to influence what we think and what we buy is a very real consideration for today's brand owner. Beware the crowd. It can make or break your brand.
What this means can only be a good thing: a return to telling the truth. 2010 was a year when (even) politics injected a little more honesty into the way it communicates with voters, as part of the plan to say, 'We're all in it together'.
Here are Heavenly's five key trends for 2011.
Honesty is the best policy
Don't underestimate how switched-on consumers are. They are cynical at the best of times and exceptionally savvy when it comes to understanding brands. So, telling it rather than selling it is the order of the day.
A little goes a long way
Life is tough out there. Show the consumer your brand understands what they're going through. Be thoughtful and do what you can to make life easier for them.
Make some new news
A tough economic climate is not an excuse to shut up shop and close down innovation. Many of the world's greatest inventions were conceived during wartime. So think about the new. Necessity is the mother of invention, after all.
Do the right thing
In my view, austerity and integrity are peas from the same pod. Behave ethically and transparently and your reputation will prosper. Being a beacon for good practice in business and life is a bulletproof place for any brand to be.
Don't be afraid to smile
We branding folk are eternal optimists, always looking on the bright side of life. Let's stay positive and we'll all be fine.
Over the last 30 years, Martin Lambie-Nairn has created and relaunched some of the most renowned brands in the world, including Channel 4, O2, the BBC and the Royal Opera House. Long regarded as the foremost TV designer of his generation, he is the recipient of numerous awards, including a BAFTA, Gold and Silver D&ADs and the D&AD President's Award for outstanding creativity. He joined Heavenly in 2009 and oversees all of the agency's creative output. Visit heavenly.co.uk.
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