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trendwatching.com’s April 2013
min
free monthly Trend Briefing.
For the full version please check
trendwatching.com/trends/cleanslatebrands/
1
CLEAN SLATE
BRANDS
Heritage is the new baggage ;-)
Newer, better, faster, cleaner, more open and
responsive; consumers are rushing to CLEAN
SLATE BRANDS and are now actually
lavishing love, attention and trust on brands
without heritage and history.
DRIVING THIS TREND:
LUST FOR THE NEW
OPEN OPERATION
INSTANT TRUST
For consumers,
‘new’ now truly
means ‘better’
Using or buying from
CLEAN SLATE
BRANDS feels
more meaningful
Consumers are
immediately comfortable,
and prefer even,
turning to CLEAN
SLATE BRANDS
IMMEDIATELY KNOWN
BORN CLEAN
Now that everything is instantly reviewed and
CLEAN SLATE BRANDS often have 'new' (i.e. higher)
earlier and earlier adopters.
baked into their business.
rated consumers feel more confident in being
92% trust
recommendations
from friends and family.
Online consumer
reviews are the second
most trusted source of
brand information.
Television ads were
trusted by only 47%.
environmental, ethical and social standards deeply
%
The average age of
brands in Millward
Brown’s BrandZ Top
100 Global Brands
Report has fallen
consistently, from 84
in 2006 to 68 in 2012.
%
%
SIMPLE TRUTH
FUTURE FAITH
CLEAN SLATE BRANDS’ simple, lean operations are easily
Consumers trust CLEAN SLATE BRANDS to behave better in
understandable and trusted by consumers.
the future too (new brands would be crazy to try and get away
with bad behavior in today's transparent business arena!).
64% of global consumers think most
companies are trying to be responsible
only to improve their image.
Brands that simplify
customer decision-making
are 115% more likely to
be recommended.
BRAND
EXAMPLES
LOCKITRON: Home security app raises
USD 1.5 million in 5 days
WAZE: Crowd-sourced navigation app
grows from 10 million to 36 million
users during 2012
SIMPLE: Digital banking start-up
focused on customer service builds a
waiting list of over 125,000
WHO GIVES A CRAP: Socially
responsible toilet paper brand raises
USD 50k in 50 hours
IMPLICATIONS & OPPORTUNITIES
CLEAN SLATE BRANDS can be adopted by any brand,
including old, big ones:
Rethink existing models
Reduce complexity
Speak
Bake in responsibilityFebruary 2013 with an
authentic voice
Nurture CLEAN
SLATE BRANDS
This is just the 1 minute summary of trendwatching.com’s
April 2013 free monthly Trend Briefing.
For the full version please check
trendwatching.com/trends/cleanslatebrands/
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