Robin Nixon, Strategy Director at FCB, discusses the top trends for this year, such as the power of emotion, value calibration, and getting ‘really real’. He also shares tips for brands on how to better connect with the audiences they are trying to reach and motivate.
In terms of the power of emotion trend, Nixon says a brand is bigger than a product or service. ‘For most South Africans, the economic climate is really tough and is most likely going to get tougher. When faced with this challenge, many quickly jump to functional messaging to maintain a value hold. Yet in the real world, where people make decisions, one needs to remember that we are shaped by our emotions and that mental accounting attached to what is essential and what can be traded down is a tricky business.’
‘The stress of tough times has been proven to make it difficult for people to compute information – something behavioural scientists refer to as cognitive bandwidth. This essentially sees the overanalytical part of the brain foregoing its decision making to the reactionary part of the brain, which is far more reliable on heuristics and simple rule of thumb.’
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FCB
www.fcb.co.za
