How To Win Over Customers: Lessons From 8 Rock-Star Brands
ZIBA EXECUTIVE CREATIVE DIRECTOR PAUL O’CONNOR, WHO HAS WORKED WITH COMPANIES SUCH AS HEINZ, INTEL, AND PROCTOR & GAMBLE, LOOKS BACK AT SOME OF THE MOST INNOVATIVE BRANDS OF 2013, AND OFFERS A GLIMPSE OF WHAT BRANDS WILL NEED TO SUCCEED IN 2014.
The things that make us care about goods, services, and brands are shifting. It used to be that a successful brand conveyed authority and reliability (think General Motors or IBM); now it’s all about empathy. Technology used to attract us through specs and features; today it has to enable an experience. Even our perception of what makes a product valuable has shifted, to the point where a brand-new sound system or a dress like the one on the magazine cover is actually less desirable than something with a strong story attached. That can take many forms: a revived speaker from the ‘80s, a box of mystery items curated by a favorite brand, or an outfit chosen with the help of a trusted expert. It’s these stories–coupled with basic functionality that’s absolutely dialed in–that win people over in the long run. Here, we look at the innovation stories of eight key brands and reveal what, exactly, they got right in 2013–and what you can learn from them in 2014. Read more of this post