With reports of mobile usage overtaking desktop usage in the next two years, it only makes sense that mobile will become a more integrated strategic channel for brands in 2014.
This will lead into new trends that brands will be focusing on in the new year:
Less is more
Less will increasingly become more. Businesses will not only choose focused channels to reach target audiences but will also take a renewed look at portfolio simplification.
Smart, strategic content
Smart, strategic content will be king, making context content's best friend this year.
More show, less tell
There will be more show and less tell this year. Research indicates that imagery attracts more hits than plain text. So if your brand wants to get noticed this year then build more uniquely ownable imagery into your social strategies for 2014.
Conventions will be challenged this year as security, money, gaming and even window shopping take on new meaning in the mobile arena.
Brand measurement will be helpful in understanding who you are and where you are going in the new year.
With the world now at your fingertips, and choice being one of the biggest drivers in purchase decisions, you'll be pleasantly surprised to see how easily your brand can play in the global arena. Just remember, when expanding to different markets - think globally while maintaining local know-how and always keep all brand touchpoints aligned.
Mobile is no longer just another communication device, rather, it is a channel that can seriously transform your brand in today's connected world.
BCSA The BCSA was constituted in 2011, after extensive debate by leaders in the industry around the need for a collective voice to represent, strengthen and advance the interests of the wider branding and design industry in South Africa. BCSA’s core belief is that brands have the ability to create value. The BCSA incorporates the Brand Design Council (formerly known as THINK).
The BCSA and its members are governed by a strong code of conduct that promotes responsible best practice and self-regulation, which is designed to build understanding, value and demand for Brand Marketing and Communication Design in South Africa. Follow @BrandCouncilSA on Twitter. Go to: http://brandcouncilsa.org
Anton heads Interbrand Sampson's design team as creative director, driving the creative team from initial inspiration to conceptualisation and finally to creative execution with a highly experienced eye for superb brand development. Anton has developed brand identities for numerous companies within the fast developing African countries ranging from telecommunications, banking, petroleum, airlines and beverages amongst others. He sits on the board of the Brand Council of South Africa (@BrandCouncilSA). Follow @AntonKrugel on Twitter.
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