We are often warned about judging by first impressions, but surely it is just human instinct (with a good dose of marketing preconditioning thrown in) that enables us to make certain assumptions about people based on how they define themselves: What do you do for a living? Where do you live? What do you drive? Recently, this received wisdom has been brought into question as consumers have become more contrary and contradictory, and likely to change their choices depending upon mood, occasion, and circumstance. We have not been able to make assumptions based upon the more traditional demographic classifications, and brands have been forced to redefine their targeting and look at ways of connecting with the individual rather than providing a mass offering. But we believe that this has already moved on a stage further and individuals, while proud of maintaining their individuality, are now coming together to form new tribes and new communities—new groups which actively foster a sense of belonging and connection. What are these tribes? What motivates them? How can brands target these new groups of individuals?
Let’s take a step back. We know that “what goes around comes around.” If we look back 100 years, maybe even 50 years ago, we see a society founded on a sense of community. Advertising and marketing was on a local level and word of mouth was the preferred form of recommendation. Then marketing swung completely the other way and we looked to the individuals, the trendsetters, to lead the way for what the masses wanted. We’ve now come full circle and once again are looking for a sense of security and belonging, welcoming togetherness and community. The subtle difference being that it was once obvious just how we belonged—we were a surfer or a soccer player, an air steward or a cop … we were defined by age, occupation, or a uniform. Today’s groups are different. The individuals within these groups are brought together by a shared interest or speciality and are often “invisible.” By invisible we mean that they are not an easily identifiable or homogeneous group, and people may be members of more than one or of very diverse and unrelated tribes; a “virtual” tribe or a “real” tribe. We may already be tired of hearing about yoga classes, internet chat rooms and yes, book clubs and reading groups, but we cannot ignore their phenomenal power and influence in today’s society. This tribal behavior can surely only extend across and influence other aspects of our lives to impact on our brand choices, so what motivates us to buy?
Often it is the consumers themselves who are setting up and driving these new communities, who are becoming the brand specialists and marketing their expertise to other like-minded individuals. Word of mouth is still powerful, but above all, knowledge gathering is discreet and the tribal mentality thrives on being in the know. In the drinks industry, we are seeing tasting companies visiting people’s homes to teach them how to avoid paying too much for mediocre wines and to help them navigate their way through vintages and varieties. Companies such as Bamboo take this a step further to provide made-to-measure bars, bespoke cocktail recipes (either designed by the customer or by an expert), and mixologists direct to your door. Similarly, we are looking for hard-to-find venues such as the Dice Bar in Smithfield or Freeman’s of Freeman’s Alley Lower East Side where like-minded individuals in the know come together. The consumer has become the brand ambassador.
Looking at fashion, these days we’re not worried about the logos we’re wearing—no one needs to know what or who you’re wearing. What you wear is motivated by a desire to please yourself, so obvious labels have become somewhat vulgar and “so last year”—this paradigm shift has seen brands like Prada triumph. Across all market sectors and brand categories, this new type of consumer is also buying into the “limited edition.” Think Levi’s Gold Leaf (the concept of luxury streetwear taken to the extreme?). The iconic brand constantly updates its classics in spectacular style, and the latest incarnation is perhaps the most glittering yet. To mark 150 years as style leaders, Levi’s produced a limited edition collection consisting of 150 pairs of their most famous jean, the 501, in gold. Each pair is layered in 24-carat gold leaf and is numbered by specialist craftsmen, making each pair a highly valuable one-off. Another factor which contributes to the soaring value of these highly sought-after samples is that they’re not sold through any retail outlet. Instead they have been given out by Levi’s to a select few pioneers in the fields of music, art, and design.
And this is what brands need to realize. Brands do need to change their approach if they are to understand, influence, and infiltrate these new and growing groups. Essentially brands need to recognise where there is a genuine human need, rather than just invest in a brand extension. Above all, brands need to mimic their consumers and look at ways to embrace humanity. To truly connect, brands need to empathize with their audience, and this is where design can give brands the edge.
With customers now screening homogeneous mass-market advertisements, packaging plays a greater role in communicating to consumers what a brand’s message is. Greater importance is now placed on package design and its elements—structure, graphics, texture, materials, and of course, copy. Design represents the single most powerful investment brand owners can make in their brands with packaging as the key interface with the consumer. Brands have more of an incentive to design their packages so they connect with consumers on an individual level. In the cosmetics industry, for example, Jo Malone has created a concept based on its customers’ nostalgia of the traditional perfumery. The packaging supports this proposition with a level of elegance and style that supports the brand’s premium price point. Similarly, Bobbi Brown is a brand driven by the premise that women can enhance their features to great effect without being a slave to this season’s prevailing trends. This understated elegance is supported in packaging through the use of muted blacks and whites and clean metallics that allow the products to speak for themselves.
In recent years, big players like Estée Lauder have chosen to acquire already successful niche brands such as Jo Malone and Bobbi Brown. For large brands, adding niche lines to their portfolio is a smart way of diversifying their brand. It helps to ensure that they’re able to reach a range of different types of customers by offering a variety of niche brands.
Whether brands choose customizable packaging to meet the needs of a wider range of customers or a focused brand message aimed at a smaller niche audience, it’s clear that being able to reach customers on a personal level is crucial for a brand’s survival. Brand owners can see this as an opportunity to capitalize on a new marketing trend. A good place to start is to get to know their customers and what type of packaging they like.
What could this mean in real terms? We aren’t claiming to have all the answers, but here’s some thoughts to put into the mix: Brands need to think small and act small; maybe by scaling down to look at the individual towns and cities—even the streets—where the tribes are living and working to provide brands that are very local and specialized to that market. Alternatively, brand owners could look at brand and product options that allow the consumer to collaborate in the creation process of the brand, like providing them with the means to customize the packaging to create something as unique and individual as they are. Essentially, the packaging needs to embody honest and single-minded expression that relates to the needs of today’s consumer who is looking for brands to “be good” and “do good” on an individual level, for their tribe and for the wider world. To be successful and to survive in today’s moral climate, brands need to become both more civic and more civil with the biggest brand challenge being to look at the individual first and the product second.
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