Brands in transformation – "Love brands" and "influencers" are snatching away market shares from established companies
The structure of a brand now appears to be more important than ever. In the information age, in which the consumer can receive detailed insight into the actions of a company at the push of a button, trust is equivalent with success. "Love brands" demonstrate that one can achieve a high degree of loyalty with a strong set of values, especially the intention to positively change something ("Purpose"), and honest communication. The customer can in this way become a product developer or even develop into its own brand ambassador.
In addition to this, the pressure for traditional FMCGs is increasing due to personal brands. While companies have to date used influencers and their reach to address particular target groups, influencers are now increasingly capitalising their reach with their own product portfolio (Creator Economy & Social Born Products). The battle for market shares is increasingly taking place in social media as a result, where a very dynamic number of channels enables the differentiated address of target groups.
This not only poses challenges for established actors, but also creates possibilities for differentiating distribution channels. A look behind the curtain of "Social Commerce" appears to pay off!
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