Biko's vital points on marketing trends in 2010

According to Biko, the first casualty in this saga are luxury goods, whose industry must evolve from an ‘over-reliance' on brand names alone to a model that places heritage, austerity and brand quietness at the forefront of its cultural DNA.

“The truth of the matter is that people will tend to buy less seasonal labels and will wonder what they will stand to benefit if they buy your brands,” she told delegates.

“Therefore, brands will have to redefine and rearticulate their essence.”

'Giving will be the new taking'

This change in consumer behaviour will likely change the marketing landscape, pushing it closer to the boardroom table, where the CMO and the CFO will have to work together, she said.

“Giving will be the new taking and sharing will become the new giving,” she said, noting that this is a human insight and not the environmental one.

“Companies will have to be more in tune with the ‘outside world' with an outside-in versus an inside-out approach. As traditional brand management changes, the ‘new' marketers, turning from cash burners to value creators, will be more business savvy and get closer to the numbers and show a return on their efforts and investment.”

There is also the value factor - which will see a rebooting of interest in brands, products and services that offer values with values.

Furthermore, Biko believes that the 2010 FIFA World Cup will create a fertile ground for businesses to thrive.

Use 2010 - but keep it legal

“The soccer spectacular will build legacies for brands that are not just external. Accelerate your brand externally towards measurable business results - legally,” she advised.

“Use the World Cup as an accelerator, use the media effectively and appropriately and drive your creativity.”

She added: “Connect your brands with soccer to build an emotional connection to their existing and potential markets.

“Use the World Cup to legally promote your products and services by referring to ‘football' or ‘soccer'. Re-ignite your creative thinking.

“Keys to success for 2010 and beyond include: Think the unthinkable, be adventurous, controversial, provocative, challenging, have story to tell, and focus on value but don't forget your values.

“Become a beacon brand, have an opinion and be vocal. Be anticipatory and always ask ‘can more be done?' Be revolutionary - incremental change is backward change.”

The Annual Conference was hosted by Future Publishing, in association with e.tv.

Go to www.bbdoconsulting.co.za and www.futurepublishing.co.za for more information.