Risk-Taking Brands Benefit from Relentless Pace of Visual Life, Says CBX Brand Advisor
Feb 18, 2020
NEW YORK, Feb. 19, 2020 /PRNewswire/ -- Consumers are more accepting of change than ever before —and brands stand to benefit by pushing into uncharted territory, advises Satoru Wakeshima, Chief Engagement Officer at brand strategy and design agency CBX, in an opinion piece for Marketing Dive.
"For brands trying to get noticed, deliver key messages and differentiate themselves, there's never been a better time for change—precisely because consumers have become accustomed to it," writes Wakeshima, whose experience in brand consulting spans more than 25 years and iconic brands like M&M's, Dr. Pepper, Milk-Bone, Gillette, Coca-Cola, Coach and Moët & Chandon, to name a few.
In the Feb. 11 column ("The world spins faster. Does your brand?") Wakeshima cites research from the Technical University of Denmark showing that with each passing year, users of platforms like Reddit and Twitter are focusing less time on trending topics before moving on to the next shiny object. "It's exactly what you would expect in an environment in which 500 hours of YouTube video and 2.1 million Snapchat 'snaps' are uploaded every minute of every day," he writes.
As Wakeshima sees it, brands trying to get noticed, deliver key messages and differentiate themselves have more latitude than ever to experiment—a sharp contrast from earlier eras in which top names in CPG evolved slowly if at all.
The likes of Facebook, Starbucks, Snickers, Mastercard, Instagram and Chobani have all made significant changes that consumers took in stride within weeks, Wakeshima notes. Nonetheless, marketers often feel uneasy about change.
The best marketers embrace discomfort if it means driving new opportunities and opening up possibilities, Wakeshima maintains. "Fearlessness is even more critical now that fast-paced flux is baked into our neuroarchitecture."
But there's a fine line between breaking new ground and making irresponsible changes, Wakeshima cautions, noting that no CPG brand should ever haphazardly throw away decades of equity. He encourages marketers to use research to gain perspective about how to proceed, even as they question their assumptions about what is "acceptable."
"As one of my clients once put it," he concludes, "'Make me uncomfortable, but not queasy.'"
The full column is available at https://www.marketingdive.com/news/the-world-spins-faster-does-your-brand/571269/
About CBX
CBX is an independent agency specializing in brand strategy and design services, including: branding, innovation, packaging and retail design. Founded in 2003, the company currently employs nearly 100 creative and support staff at its New York City headquarters and Minneapolis office. Its client list includes JM Smucker, Mondelez, Kroger, Keurig Dr Pepper, General Mills, Hain Celestial, and Merck.
Press Contact: At Jaffe Communications, Bill Parness, (908) 789-0700, [email protected]
NOTE TO MEDIA: Satoru Wakeshima is available as a resource for articles related to CPG branding and design. Please see media contacts at end of release.
SOURCE CBX
Related Links
More News
Mortgage rates: Why has long term US home loan rate hit highest level in 3 years. Check impact on home loan borrowers
US Home Loan rate: The recent string of mortgage rate increases snapped as the 10-year Treasury yield pulled back from its highest level since 2002.
Blinkit delivery partner rescue injured puppy after road accident, give it a home at warehouse and take it along on deliveries
A puppy, seriously hurt in a road accident, found a second chance thanks to the compassionate Blinkit delivery partners. After being nursed back to health, the puppy now enjoys life in their local warehouse, frequently joining in on delivery runs. This heartwarming tale was shared by a professional on LinkedIn, capturing the attention of many social media users who praised the generosity of the delivery team.
Canada ministers step up outreach to boost ties
Canada is actively working to enhance its relationship with India through a comprehensive economic partnership agreement. In a significant move, Canadian ministers visited India to discuss various collaboration opportunities. Prime Minister Narendra Modi highlighted the need for sustained bilateral engagement to achieve tangible outcomes. A large trade delegation from Canada is also in India to bolster economic ties. These developments reflect Canada's strategic shift to diversify its trade partnerships.
Canada ministers step up outreach to boost ties
Canada is actively working to enhance its relationship with India through a comprehensive economic partnership agreement. In a significant move, Canadian ministers visited India to discuss various collaboration opportunities. Prime Minister Narendra Modi highlighted the need for sustained bilateral engagement to achieve tangible outcomes. A large trade delegation from Canada is also in India to bolster economic ties. These developments reflect Canada's strategic shift to diversify its trade partnerships.
PSG brings embattled Man City down to earth after pre-match show of defiance in the Champions League
Manchester City showcased a celebratory pre-match fireworks display before facing Paris Saint-Germain in the Champions League. The first half saw PSG dominate, taking a commanding lead with three goals. City managed a spirited second-half comeback, scoring two goals but ultimately fell 4-2. Former City manager Pep Guardiola witnessed the match from the stands as the team faced serious challenges.
AstraZeneca strikes $40 million AI drug discovery deal with insitro
AstraZeneca has entered a collaboration with insitro to explore new treatment options for challenging liver and heart diseases. The partnership involves a $40 million upfront payment and potential milestones totaling approximately $1.46 billion. Insitro will utilize its AI platform to identify biological drivers for metabolic dysfunction-associated steatohepatitis and cardiomyopathies. Following this, AstraZeneca will manage clinical trials and further development. This collaboration signifies insitro's growing presence in the pharmaceutical industry.
Treesa Jolly-Gayatri Gopichand Stun Fifth Seeds, Tanvi Sharma Reaches Denmark Open Quarters
Treesa-Gayatri keep India's hopes alive in Denmark, reaching quarterfinals with a straight-game victory over the fifth-seeded Indonesians.
India, Russia coordinate on Afghanistan
Delhi and Moscow are coordinating their strategies to combat extremism and cross-border terrorism in Afghanistan and Pakistan. Russia's foreign intelligence chief Sergei Naryshkin recently met with Afghan intelligence head Mawlawi Abdul Haq Wasiq in Kabul. They discussed the implications of deteriorating Afghanistan-Pakistan ties and coordinating approaches against terror threats. Additionally, Russia's Deputy NSA met with his Indian counterpart for further discussions.
India, Russia coordinate on Afghanistan
Delhi and Moscow are coordinating their strategies to combat extremism and cross-border terrorism in Afghanistan and Pakistan. Russia's foreign intelligence chief Sergei Naryshkin recently met with Afghan intelligence head Mawlawi Abdul Haq Wasiq in Kabul. They discussed the implications of deteriorating Afghanistan-Pakistan ties and coordinating approaches against terror threats. Additionally, Russia's Deputy NSA met with his Indian counterpart for further discussions.
Why are Americans losing trust in religion and the church but still believe in ghosts, curses and magic
Researchers found that some Americans trust science while also believing in ghosts, curses, and magic. The study analyzed responses from 1,812 adults, highlighting a complex relationship between faith and reasoning. People valuing secular rationalism may still hold supernatural beliefs if they maintain religious connections. About 28% of religious service attendees who believe in God also lean towards magical beliefs.
Lionel Messi's new 88-foot yacht boasts 2,000 horsepower, 4 guest cabins and a jet ski garage; how it links to his $11 million Florida mansion
Lionel Messi has ordered an 88-foot Sunreef ULTIMA 88 luxury catamaran, being built in Ras Al Khaimah, UAE. The yacht features 2,000 horsepower, four guest cabins, a dedicated jet ski garage and an Ocean Lounge. The order has also drawn attention to Messi's nearly $11 million waterfront mansion in Fort Lauderdale, Florida, which reportedly has 70 feet of water frontage and two private boat docks.
PM Modi unveils Rs 3,300 crore projects for Ladakh
Prime Minister Narendra Modi inaugurated projects worth ₹3,350 crore aimed at improving Ladakh's infrastructure and connectivity. A new passenger terminal at the Kushok Bakula Rimpochee Airport in Leh was included in the projects. The modern terminal will accommodate 35 lakh passengers each year to enhance travel convenience. Ladakh representatives condemned China's land claims asserting their region's historical independence.
YOUR NEWS, OUR NETWORK.
Do you have Great News you want to tell the world?
Be it updates about your business or your community, you can make sure that it’s heard by submitting your story to our network reaching hundreds of news sites across 6 verticals.