Landor’s 2011 trends forecast

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Landor’s 2011
trends forecast
Market trends and their
impact on brands

Over the past year, we’ve seen our world grow In the all-inclusive spirit of social media, we asked Trevor Wade is director of digital
smaller and more transparent. People are a broad spectrum of Landor’s experts to comment marketing for Landor Associates and
feeling empowered by social media: breaking on what they expect to see next year. Here, then, editor of Landor’s trends forecast.
news on Twitter before it reaches major media are our predictions for 2011 on these timely topics:
outlets, boldly critiquing products and experi-
ences online, trusting word-of-mouth over • The search for purpose
traditional marketing. Demonstrating sustain- • Design
able practices has become the cost of entry for • Social media
businesses and is no longer a differentiator in • Shopping behavior
the marketplace. And the good a company does • Packaging
within and for its community is beginning to • Sustainability
have an impact on its bottom line. • Color direction
• The petroleum industry
In spite of a sobered ﬁnancial consciousness, people • The energy industry
are ready to be surprised and delighted again — not • Marketing in the Middle East
by the flashy or the fancy, but by authentic brand • Food
stories and personal connections. • The globalization of Asian brands
• Interactive entertainment
As public awareness of marketing, brands, and • Brand management
design continues to grow, those in the business of
selling have to work harder and smarter to earn the
money consumers are spending so carefully. What
will this mean for brands in 2011?

Landor Associates 1

The search for purpose
by Scott Osman

Scott Osman is global director of What can we expect to see in 2011? have already aligned their corporate social responsi-
corporate social responsibility in the New bility practices with their brand management and
York office of Landor Associates. Scott’s Social purpose as a business value is here to stay, communications teams — a big shift in corporate
article “Citizenship branding” is available and in 2011 we can expect even more companies structure — and we can expect more of this trend.
on landor.com. to acknowledge its importance. Brands will work Once they learn each other’s languages, these
to identify the ways they can help society. Success disparate departments will benefit greatly from
in the marketplace will require that companies be sharing ideas and resources. This internal reorgani-
sustainable, committed, and authentic. zation will create value for companies at the same
time it supports their social contributions.
Studies such as Goodpurpose, by Edelman,
and Corporate Purpose Impact 2010 from Burson- Which brands will stand out?
Marsteller indicate overwhelmingly that when
making decisions about what to buy, consumers Brands that find a way to express their values and
now look at how a company operates, where its merge social purpose with brand promise will stand
products come from and how they are made, and out. Almost all companies on the Forbes Global 2000
how it treats its employees. These factors may list are currently making significant social contribu-
not drive every purchase, but more and more they tions, although they may not be communicating
are impacting the bottom line. This fundamental this to the public. Making these actions known
shift in consumer behavior is unlikely to reverse. will be just as important as espousing the values
behind them.
What are the implications of these trends
for brands? In low-engagement categories, social purpose
Method has enjoyed great success with provides a golden opportunity to create passionate,
a business model that strives to develop As more “good” goods enter the market, brands relevant differentiation. Look for purpose-driven
products using safe, sustainable materials will have to clearly define their social purpose and breakout brands to emerge in the financial service,
and responsible manufacturing practices. make it central to their business. Many companies airline, education, and energy categories. Companies
such as Method have inspired employees and
captured the imagination of consumers with its
naturally derived, biodegradable household cleaners.

Studies show that CEOs are eager for their compa-
nies to have purpose and that employees want to
work for good companies. Now it’s time for middle
managers, those most responsible for implementa-
tion, to climb aboard.

The burning question for 2011

Will middle management recognize and act
on the importance of social purpose?

© method

2 Landor’s 2011 trends forecast

Trends in design
by Paul Owen

What can we expect to see in 2011? of functional, light-interface designs that optimize Paul Owen is executive creative director
content navigation will grow on all screen-based in the New York office of Landor Associates.
Innovation, influence marketing, and customer platforms. Novelty plays, such as invisible logos, Paul’s work has been recognized interna-
experience were the business buzzwords of 2010. user-generated logos, and logos as containers, tionally with design awards including the
Consumers no longer believe the smoke and mirrors have probably had their day, too. D&AD Pencil, PromaxBDA (gold and silver),
of traditional marketing. Their trust must be earned One Show (gold), and a special accredita-
on a daily basis. Never before has business collabo- Which brands will stand out? tion from the Art Directors Club, New York.
rated so openly with consumers. We’ve learned that
we can’t be smart, creative, or innovative without The buzzwords of 2011? Share, design, delight.
sharing. And the early days of the twenty-first century Next year, I guarantee, the big brand stories will
have provided an explosion of technological tools be developed around an ethical purpose through
to optimize collaboration. a design-led, collaborative process. Here are four
stories I’m keeping my eye on:
It’s clear that the rules of brand design are funda-
mentally changing. Success no longer depends • Redesigned license laws for sharing. Anything
on consistency and adherence to strict brand produced under Creative Commons license
guidelines, but on open, flexible, and innovative will be worth following. For more information:
experience design that allows for nimble navigation creativecommons.org
across changing marketplaces. There’s a new
mantra for design: • Simple functional interface design leads, as
proximity networking is set to go commercial ABOVE: New license laws from Creative
Share=design=delight in 2011. For example: foursquare.com Commons are changing the way designers
work and share ideas.
Sharing leads to ideas. Ideas facilitate design, and • Content is king. The shape of TV will radically
design transforms needs into demand. Design is the shift next year. Smaller personalized content BELOW: Location-based networking presents
process that realizes the potential in collaboration. aggregators are the ones to watch. For new opportunities for interface design.
Design provides the divergent exploration of a shared example: devour.com
thought and then the rigorous, convergent focus to
deliver something useful or meaningful—and if it’s • Ethical design thinking and business leadership
spot on, something absolutely delightful. from “B corporations”—defined as socially
responsible businesses that are required to
What are the implications of these trends? consider the interests of societal stakeholders
such as employees, communities, and the
Design is having a positive effect on business environment. For more information:
processes. As more and more companies realize bcorporation.net
that their Six Sigma processes aren’t giving them
sought-after results, they are turning to design
thinking to uncover more meaningful solutions. Awareness of design among the general population
is at an all-time high. We will see increased interaction
Corporate responsibility will play a much larger role between designers and consumers in the coming year.
as many market-leading brands realign their business Tropicana and the Gap are just the beginning. Smart
strategies to values over value. With this growing brands, knowing that design is a major means of
conscience comes the responsibility for design to connecting with audiences, will introduce new
deliver sustainable solutions that focus on the right elements as adroitly as possible.
balance of ethics, form, and function. Poor design —Sean King, design director, corporate
has ended up in enough landfills. communications

Online design is dropping flash, splash, and animated
extras. With the rise of mobile connectivity, the power

Landor Associates 3

Location-based services will move toward
tailoring suggestions, information, and offers
to a user’s current whereabouts for a highly
personalized and rewarding digital experience.


Trends in social media
by Alex Do

What can we expect to see in 2011? What are the implications of these trends Alex Do is director of digital branding in the
for brands? San Francisco office of Landor Associates.
Curated content: In 2011, social network users His article about open-source branding is
will become more discriminating about the content Earn a place in the stream. Brands will have to available on landor.com.
in their streams. Nonstop content and promotions earn their way into people’s streams with meaningful
from brands can be overwhelming and annoying; content and, better yet, rewards. If their content
users are starting to hide brand updates, filter is truly compelling, it’ll get noticed and “liked,”
friends, and prioritize content. generating comments and re-tweets. Smart brand
managers will focus on the story line, engaging
Social commerce and group buying: Tapping customers in relevant dialogue and providing
friends for recommendations, posting deals on platforms for customer expression.
a network, and following the picks of celebrities can
make shopping easier and more enjoyable. People Reimagine the storefront. Brands will need to
are more willing to share purchase information if augment and extend their e-commerce offerings.
there’s something it in for them, such as discounts, More brands and merchants will develop shopping
trendsetter status, or the cool factor. apps inside existing social platforms. Delta Air
Lines now lets travelers book flights from its
Group buying through sites such as Groupon, Facebook fan page.
LivingSocial, YouSwoop, and Scoutmob will
continue to thrive in 2011. New players include Redesign the mobile experience. More and more
Wow, The Knot, and Walmart’s CrowdSaver, set interaction will take place via mobile devices. The
to offer an 18 percent discount on plasma TVs mobile phone design interface needs to accommo-
when the product gets more than 5,000 “likes.” date this shift. Mobile use of social media alters
how people interact with platforms and the way
Niche markets: In 2010 location-based services that brands engage customers.
including Foursquare, Gowalla, and Facebook
Places picked up users and garnered a lot of media
attention. But many users tired of checking in Social media provides an enormous opportunity
to places without a payoff beyond earning badges to craft brand voice and add value by linking brands
or becoming “mayor.” In 2011 location-based to the right people at the right time, with messages
services will move toward tailoring suggestions, they will want to share.
information, and offers to a user’s current where- —Melissa Parsey, senior client manager,
abouts for a highly personalized and rewarding New York office
digital experience.
Expect group-buying sites such as
Xtify’s geo-location technology will allow brands Groupon (featured above) to become
to target their users with messages and calls to more popular.
action specific to where they are and where they’ve
been. Shopkick describes itself as the first mobile
app to reward consumers simply for walking into
a store and scanning product bar codes with their
phones. Best Buy, American Eagle Outfitters,
Sports Authority, and Facebook have already
adopted Shopkick. Other platforms such as
Foodspotting appeal to the foodie niche.

Landor Associates 5

Trends in shopping behavior
by John Matthews

John Matthews is director of strategy We all hope that the global recovery will gain Real value: The retail sector rocked most by the
in the Sydney office of Landor Associates. strength in 2011. Here in Australia, online sales figures recession was that broad blur of “masstige” and
His current article, “One playful idea,” show that strong economies are looking to weaker “new luxury.” Suddenly, paying premium prices for
is available on landor.com. ones (in our case, to America) as a fertile source of average products with flashy logos made consumers
bargains. Consumers learned their lesson from the look dumb rather than rich. In 2011 shoppers
financial crisis and will proceed with caution. Their will search for ruggedness, longevity, reliability,
behavior is likely to remain volatile, fluctuating and real ingredients. Using old-fashioned materials
between bursts of optimism and pessimism. in apparel represents value and emotional security
in a very tangible way, as seen in Nike’s Harris
Green versus lean: Sustainable consumption Tweed sneakers.
was already growing prior to the economic crisis.
But in 2011 we’ll see a slight shift as consumers buy Real stories: At the same time that shoppers
fewer new products, opting instead for refills and found their security shaken and their disposable
recycling. Rather than paying a premium for green, income decimated, they were also bombarded with
shoppers will demand that all brands become novelty. The movement of brands into digital and
more ecofriendly. social media generated odd, attention-seeking
strategies that seemed to have little or no link to
Real places: Country-of-origin brands are likely what products actually did, such as the Vegemite
to become a greater force in retail. Origins will variant rechristened iSnack 2.0. (Don’t expect
Consumers will seek out ruggedness, be a big part of food retailing; traceability down to find it on shelves today!) Brands must first look
longevity, and old-fashioned materials, such the length of the supply chain will give brands at the functionality that differentiates them, then
as those found in Nike’s Air Royal Harris an opportunity to differentiate. Wherever they express their essence through authentic stories
Tweed sneakers. can, brands will connect us to the source. and ideas that ring true with customers.

The burning question for 2011: Will shoppers return
to their old ways, or will the hangover of recession
create long-term changes in buying behavior?

Expect to see brands trying disruption tactics
to combat “autopilot shopping,” especially for
low-involvement fast-moving consumer goods.
—Fiona Atzler, client director, New York office

More consumers will shift away from traditional
retail toward digital retailing.
—Robin Thompson, brand strategist,
New York office

Although private label brands are gaining popularity
in the U.S., they have not approached the level of
acceptance seen in Europe. In 2011, U.S. retailers
will continue to borrow private label strategies from
progressive retailers from across the pond such
as Tesco and Marks & Spencer.
—Samar Birwadker, senior insights manager,
San Francisco office


Trends in packaging
by Wendy Hunt and Anne Reid

In 2011, expect packaging to become more sustain- in areas affected by disaster. In New Orleans Wendy Hunt is client director in the Cincinnati
able, incorporate recent technological advances, following Hurricane Katrina, the Procter & Gamble- office of Landor Associates, working with
and feed into consumers’ desire for their purchases sponsored initiative washed almost 14,000 loads of multiple Procter & Gamble brands.
to serve a greater purpose. laundry for 11,000 families.
Anne Reid is senior director of design
Bells and whistles: Modern consumers are The burning question for 2011 realization in the Cincinnati office of Landor
shopping experts who spend mere seconds making Associates. She has a particular interest
purchase decisions. Especially in supermarkets, The challenge will be finding ways to do more in sustainable packaging.
packaging must work hard to tempt shoppers into with less — reducing waste, using fewer natural
trying new products. Revolutionary technologies resources, and cutting down transport distance— With contributions by
such as thin film and printed batteries can have while using packaging to communicate brand Anna Singh, client manager, Cincinnati office
a phenomenal impact at the first moment of truth, promise and the actions that back it up.
adding light, sound, and movement to packaging.
Sound chips can deliver promotional messages
from store shelves; paper-thin video screens can
demonstrate product use. The first brands to adopt The Tide Loads of Hope program gives
these cutting-edge strategies are sure to make back to the community in an on-brand way
a splash in the crowded marketplace. by providing laundry services to families
affected by disaster.
Reusable: After noticing the product (first moment
of truth) and reading the product label (second),
there is now a third moment of truth for consumers:
reusing packaging. More brands will make this
possible, banking on the cool factor to extend brand
message beyond the life of the product. Burt’s Bees,
whose natural body care line already appeals to
environmentally conscious customers, now provides
reusable carrying cases for its lip balm.

Sustainable: More companies will pledge to lessen
their impact on the environment and look for
innovative ways to do so. Paper Mate recently
introduced biodegradable pens with compostable
outer shells that break down into organic matter
within a year. Following a more traditional route,
Kraft Foods plans to reduce its carbon footprint
in 2011 by decreasing waste from its plants, elimin-
ating 150 million pounds of packaging material,
and cutting CO2 emissions by 25 percent.

Purposeful: To remain relevant in 2011, brands
must stand for something and align their brand
promise with the good they do — and convey
both through their packaging. The Tide Loads
of Hope program and its corresponding limited-
edition detergent give back to the community
in an on-brand way: by providing laundry facilities

Landor Associates 7

More and more consumers look at facts
and ﬁgures about product ingredients and
environmental impact before they buy.


Trends in sustainability
by Russ Meyer

What can we expect to see in 2011? green brands are niche players such as Tom’s of Russ Meyer is chief strategy officer
Maine and Seventh Generation. Landor’s annual of Landor Associates. His article “Five
As we continue to emerge from the worst economic ImagePower® Green Brands Survey shows that reasons not to have a green brand (and
conditions since the Great Depression, consumers consumers think of corporate brands such as why those reasons are wrong)” is available
will remain shell-shocked. Perhaps the greatest Procter & Gamble, Unilever, Walmart, and General on landor.com.
advance in sustainability over the last three years Electric as more sustainable than their product
has been the global decline in consumption. When brands. The challenge for corporate brands is to find
consumers do buy, they are more thoughtful, ways of extending this green halo onto their product
considering not just where and how products are and service brands.
created, but whether they really need them at all.
I believe this is the beginning of a long-term shift Electric cars are poised for plenty of press attention
in purchase behavior, moving from wanton, in 2011, a significant year for the car market, when
willy-nilly buying sprees into a more considered three electric cars will all be available in the United
approach to consumption. States: Chevy Volt, Nissan Leaf, and Tesla.

What is the implication of this for brands? The burning question for 2011

Brands have two challenges. The first is to convince How can we achieve a balance between reducing
consumers that their product or service will make consumption of resources and encouraging
a noticeable difference in consumers’ lives and consumers to purchase sustainable products?
that they are worthy of being purchased. They
must make their functional benefits overt and
apparent. Consumers will no longer be willing to
try out sustainable products just for their green-
ness — brands must differentiate themselves
in other ways, too. In these days of cautious
consumerism, products have to prove superior
functionality or risk remaining on the shelf.

The second challenge for sustainable brands is
to be specific about their green claims. Gone are
the days of fuzzy, friendly labels like “natural.”
Since 2005, we’ve seen a major increase in
consumers’ understanding of sustainability. Smart
consumers now look for facts and figures detailing
which chemicals their cleaning products contain,
how much energy is used to create and transport
a piece of furniture, and the true carbon footprint
of a pair of sneakers. If brands can’t provide this
hard data, consumers will turn to sources like the
GoodGuide and other champions of transparency
to learn the truth.

Which brands will stand out?

Despite the ongoing interest in sustainability,
few mainstream consumer brands have smoothly
incorporated this attribute into their brand promise
and image. Clorox Green Works aside, the best-known

Landor Associates 9

Trends in color direction
by Jack Bredenfoerder

Jack Bredenfoerder is design director in Color trends are fleeting and ephemeral; color Finally, purples will move away from recent
the Cincinnati office of Landor Associates. connections, told through compelling design stories mauve hues and come alive with the influence
He is internationally recognized as a color that speak to the consumer’s heart, mind, and soul, of fire. They are like the colors seen deep under
authority and served as president of the are the future of color direction. smoldering coals — a bright glimpse at the joy
Color Marketing Group in 2007 and 2008. of the future. Fire will also pull navy into a deep,
What can we expect to see in 2011? royal blue purple.

The color design story for 2011 is an inspiring tale The coming year will challenge brands to set
of fire and passion. The world is in a period of themselves on fire with passion. The brands that
accelerated change — a fire building across our come alive with honest, intense warmth and
globe as we move in a new direction with renewed understanding will succeed in attracting customers
energy. Fiery red passion is surfacing as the main to their tribal fire.
concept that will fuel the colors and design ideas
of 2011.

In India, fire is seen as a cleanser and purifier;
it prepares the world for new beginnings. Fire
clears away the clutter and brings the possibility
of a phoenix to rise from its ashes. A single flame
is a symbol of hope; a bonfire is a community
celebration of commitment to achieving new goals.

Fire-inspired reds, oranges, and ambers are the
fireworks of 2011. These hot divas will burst forth
with the power, energy, and passion necessary
to bring fresh excitement.

Lighter golden browns represent the natural
comforting luxuries enjoyed by the fire. Think of
cashmere, almonds, fine scotch, and aged tobacco.

The long-term global blue cycle will continue to
develop. Bright, clean blues still symbolize hope
for a unified planet. But in 2011, the blues will be
more aquatic; their watery presence will balance
the fire colors.

Greens will be layered and reminiscent of the forest
floor after firewood is collected. In this spectrum
of soft hues we find natural, new beginnings.

Charcoal, smoke, and ash will inspire soft
whispers of color. Graphite black will celebrate
the new Nobel Prize-winning compound graphene,
a super-strong but light carbon that is expected
to change the future of humankind.


Landor color direction
Passionate fire
Fire Comforting luxuries

Fire PANTONE® C

Red hot PANTONE C

Spark PANTONE C

Burn baby burn PANTONE C

Candlelight PANTONE C

Glow PANTONE C
© Landor Associates
Warmth PANTONE C

Kiss PANTONE C
© Getty Images

Cuddle PANTONE C

Water planet Forest floor Wine cork PANTONE C

Camel hair PANTONE C

Tobacco PANTONE C

Scotch PANTONE C

Smoked almond PANTONE C

Reflection PANTONE C

Mist PANTONE C

H OMG! PANTONE C

Oceanic PANTONE C

Blue planet PANTONE C

Deepwater PANTONE C

Blue lichen PANTONE C
© Getty Images

Lamb ears PANTONE C

© Landor Associates
New leaf PANTONE C

Sprout PANTONE C

Smoke and ash Glowing embers Moss PANTONE C

Frog PANTONE C

White ash PANTONE Warm Gray C

Wisp PANTONE C

Fire brick PANTONE C

Smoke cloud PANTONE C

Organic ash PANTONE C

Graphene PANTONE C

Charcoal PANTONE C

Burnout PANTONE C

Warm thoughts PANTONE C

Passion PANTONE C
© Getty Images
Ember PANTONE C

© Landor Associates Imagination PANTONE C

Colors by Jack Bredenfoerder Forecast color information provided by Landor. PANTONE® Colors displayed may not
© Landor Associates match PANTONE-identified standards. Consult current PANTONE Color Publications for
accurate color. Pantone trademarks and copyrights are the property of, and are used with
the written permission of, Pantone LLC. Portions © Pantone LLC, 2010. All rights reserved.

Landor Associates 11

Trends in the petroleum industry
by Andrew Welch

Andrew Welch is executive director in the The Macondo well disaster in the Gulf of Mexico such as governmental affiliations, operating licenses,
London office of Landor Associates. His has been well documented, as has the public corporate culture, transparency, and communication.
recent article on transforming the customer outcry in its wake. What remains to be seen is
experience is available on landor.com. the impact it will have on oil company operations Safety first, second, and third: Operational
in the future. integrity and safety, always central issues for
petroleum companies, will become the primary
Rising costs, risks . . . and rewards: Access to oil factors in all commercial, operational, and strategic
reserves remains difficult and treacherous, whether decisions. In the future, a petroleum company’s
they’re deep under the ocean bed or in the equally success may be determined less by the conventional
inaccessible terrains of Russia and the Middle East. metrics of profit, market share, and capital invest-
There’s been talk of requiring oil companies to ment than by the nontraditional ones of employee
set up prefunded contingency plans to deal with behavior and corporate responsibility.
potential disasters. Even so, there will still be big
money to be made in Big Oil. Emerging economies Reassessing the value of values: Big Oil company
have an insatiable appetite for oil; China’s use culture, often the amalgam of disparate acquisitions
alone is up 20 percent this year. and inherited operating principles, will find that
lip service to brand values is no longer adequate.
Eye of the storm: Petroleum companies will A clear, uncompromising set of standards for action
also face unrelenting public scrutiny and renewed and accountability will be required both of oil
Heavy machinery removes oil-contaminated hostility. The debate over Big Oil and the environ- companies and of the local partners that operate
sands following the Macondo disaster. ment will be joined by other controversial issues on their behalf.

Unified but not uniform: Centralized, monolithic
operations may give way to a more agile and locally
relevant approach, unified by a common purpose.
As many natural energy resources are found in
challenging environments, international oil compa-
nies will succeed only by building high-quality,
durable relationships with local governments and
business partners. This will be especially true in
emerging economies where officials are unlikely
to cede control to oil companies’ American or
European headquarters.

Small is beautiful: Going forward, combining local
sensitivity and flexible management with global
know-how and capital will be the preferred operating
model for oil companies. Perhaps in 2011 Big Oil will
begin to think, act, and function more like Smaller Oil.


Trends in the energy industry
by Ian Wood

The consumer energy business is facing a rare even more challenging, they will be competing Ian Wood is executive director in the
challenge — and opportunity. In order to reduce against some of the most powerful, stretchable London office of Landor Associates. His
carbon output, a number of governments across brands in the world. article “Don’t chicken out of innovation”
the globe are mandating the placement of smart is available on landor.com.
meters in all households. In the United Kingdom The winner, however, becomes the gatekeeper to
alone, that amounts to about 20 million homes. all energy devices in consumers’ homes, and the
prize is massive: constant, free brand communica-
Smart meters, like the non-smart variety, measure tion and reinforcement.
energy usage. But they are also capable of communi-
cating with an energy supplier and with other The burning question for 2011
household devices. The information is delivered in
real time and can be analyzed in a multitude of ways Will energy companies be so consumed with the
that have been impossible until now: usage by day, massive undertaking of installing millions of smart
season, time, or appliance, making it easier to meters that they miss the opportunity to communi-
diagnose problems within a house and much more. cate with residents?

The smart meter, with its ability to manage energy
remotely, brings us one step closer to making the
digital home a reality. Google and PayPal globally,
and Sky, O2, and Tesco in the United Kingdom,
envision a residence with a single device or system
that controls heating, lighting, programming,
security, diagnosis, and entertainment. These brands
are competing to own the heart of this new home. O2 is making a bid to own the heart of
the home with its O2 Joggler—you can
Therein lies the threat and opportunity for energy watch videos, check the weather, text
companies: Smart meters have displays that sit on friends, and more.
kitchen countertops or in living rooms. They are the
means by which people will monitor and eventually
control the heating and lighting in their homes. As
a marketer, wouldn’t you love to have access to
a wireless, Internet-enabled, updatable touch screen
to communicate with your customers — and, better
yet, have it paid for by the government?

Right now, energy brands enjoy little equity or
loyalty from consumers. They are best liked when
they aren’t attracting attention. If they want to play
a larger role in the development of the digital home,
they will have to put signiﬁcant effort into areas
familiar to marketers: relationship building, innova-
tion, customer service, delight and surprise, and
value adding. Not only is this new territory for most
energy brands to navigate, it will be desperately
difficult for them to succeed in wooing customers,
given the low base they start from. To make matters


Marketing trends in the Middle East
by Aneesh Sharma

Aneesh Sharma is brand strategist in Although growth may not be as rapid and unbridled to thrive. Telecom companies Du in the UAE and
the Dubai office of Landor Associates. as in past years, the Middle East, with its half the Kuwait-based Zain, as well as Aramex (the
He writes about brands and marketing a billion consumers, is still a thriving market. Great Jordanian version of FedEx), are giving global
in the Middle East for Landor’s blog. opportunities lie not only in Saudi Arabia but also players a run for their money causing them to
in Syria, Iraq, and North Africa, especially Libya reexamine their regional strategies.
and Algeria.
What can we expect to see in 2011? for brands?

Woman power: Women exercise considerable Expect more brands to directly address women’s
economic clout in the Arab world, both as members issues and cater to their needs, particularly in the
of the workforce and as business owners in their health and fitness, financial service, and retail
own right. It is estimated that women control more industries. Mainstream brands will either spin
than 40 percent of the private wealth in Saudi off women’s divisions or develop completely new
Arabia, the region’s largest economy. Expect to brands managed by and for Middle Eastern women.
see women-owned businesses grow in size and
expand their reach across the Middle East. Local brands will continue to grow in 2011 and
move into nearby markets that Western brands
Regional pride: Regional brands that couple consider too risky politically.
The Dubai supermarket Aswaaq offers cultural relevance with global brand stature, high
a sophisticated and extensive variety quality, and unique product attributes will continue Which brands will stand out?
of products but has the feel of a local
corner store. Global brands that have successfully localized
and local brands that exude global confidence
will stand out in the year to come.

France 24: This relatively new kid on the media
block is growing by leaps and bounds in the Middle
East, mainly because of its push to regionalize
content both linguistically and editorially.
Homegrown news sources Al Arabiya and Al
Jazeera will have to watch out.

Air Arabia: The UAE-based budget carrier now
operates three hubs, in Sharjah, Alexandria, and
Casablanca, which connect regional cities to each
other and to destinations in Europe, North Africa,
Central Asia, and the Indian subcontinent.


How will global brands prove their credentials to
Middle Eastern consumers — with new products,
brands, and tactics? Or simply by acquiring
regional companies?


Trends in food
by Kristin James

What can we expect to see in 2011? The burning question for 2011 Kristin James is senior marketing manager
in the New York office of Landor Associates.
The value shift currently under way will mean major How will quick-service restaurants adapt to She is a graduate of the Institute of Culinary
growth in the farm-to-table movement — especially patrons who are concerned about where and Education’s Pastry and Baking Arts program.
in the United States where consumers have long how food is sourced and its impact on the
felt unconnected to the source of their food. In immediate community?
the wake of the ﬁnancial crisis, people want simple,
authentic experiences, and they want to under-
stand how their choices impact their immediate We will see increased transparency about food
communities. It is very satisfying to buy locally ingredients in the coming year. New York has banned
and feel that you know the person who grew your trans fats in restaurant food and requires chain
lettuce or raised your beef. restaurants to list calorie counts. Smart food brands
will make this information available everywhere, not
Food has always been about family and community; just where it’s mandated by law.
this is even more true today. Look for a surge in —Sean King, design director, corporate
community and urban gardening and for retailers communications
pushing locally grown products.

for brands?
Walmart’s direct farm program in China is
Brands will have to build in emotional meaning giving millions of people access to quality,
beyond convenience or trend-driven claims. “Value” locally grown food.
no longer means price point, but refers to how
products beneﬁt customers and improve their lives.

Not everyone has access to a good farmers’ market
or garden, but the underlying drivers for authenticity
and connection are something big brands can take
on. Walmart is doubling, and in some cases tripling,
the amount of locally sourced food it sells, and will
be stricter about how that food is grown. Given
Walmart’s size, ubiquity, and pricing, that means
many more people will have access to quality,
locally grown food.


Brands that connect and feel human will get
noticed. Marketers should understand that people
are still very intimidated by food and cooking, in
spite of (or maybe because of) the unprecedented
amount of information available. The food industry
could learn from new world winemakers, who
have taken a very intellectual industry and found
a way to connect with customers through down-
to-earth brand stories.


The globalization of Asian brands
by Monica Au and Lulu Raghavan

Monica Au is client managing director in Monica Au on China Meanwhile, many international brands are trying
the Hong Kong office of Landor Associates. to adapt to local Chinese markets. As local brands
She writes regularly about consumer What can we expect to see in 2011? become more prominent, international brands’
insights and branding in China. competitive edge — and with it, their justification
Consumers around the world will lower their for demanding premium prices — will further erode.
Lulu Raghavan is country director in the resistance to Chinese brands. Buying less
Mumbai office of Landor Associates. She expensive products is a smart choice these days, On the road: Looking beyond Japan and Korea,
has written many articles including a regular and the worldwide economic downturn will allow the world will turn to China to provide the next
column for Hotel Management Asia. Chinese brands that offer reasonable quality at great value-added cars. At the 2009 motor show
reasonable prices to expand into global markets. in Shanghai, 20 local brands launched alternative
With contributions by energy cars that drew considerable attention;
Melissa Parsey, senior client manager, China will also have plenty of opportunity to the government sees this as a major source of
New York office learn from the world’s best business practices, investment for the future. Great Wall Motors is
as international firms continue to bring branding already selling in Australia, Chery is running
knowledge, R&D capabilities, technologies, and on the road in Central and South America, and
global management models with them into “the Geely made headlines when it purchased Ford’s
Middle Kingdom.” China’s vast domestic market Swedish Volvo unit.
will become more sophisticated, providing
a training ground for local brands to experiment The burning question for 2011
and excel in their fields before going global.
How will Chinese brands manage the transition
Made in China: Local brands adopting the look to global markets?
and feel of international giants have had consider-
able success in China, giving them more money
to invest in branding. They also move at lightning
speed, quick to pick up where global competitors
fall short. Brands such as Nike 360 command such
status that it was little surprise to see local sports
brand 361 Degrees enter the market. Mimicking Nike’s
success, 361 Degrees rocketed from a small-scale
local operation to one of the largest sports brands
in the market over the past eight years.
Tsingtao beer is one of the first globally
recognized Chinese brands.


Lulu Raghavan on India The “frugal” or “reverse” style of innovation pioneered Tata’s innovative Nano car will change
in India reduces product price to its lowest possible the way thousands of middle-class
What can we expect to see in 2011? level, presenting a real threat to Western companies families in India get around.
with much higher costs. Especially in countries
Mergers and acquisitions: Indian companies where per capita income averages far below that
have found that purchasing established interna- of the United States, this puts goods within reach
tional brands puts them on the fast track to global of many more local and global consumers.
expansion. Tata’s acquisition of Jaguar Land Rover,
Wipro Consumer Care’s purchase of Yardley’s Asian Tata’s Swach water purifier won the global ICIS
assets, and Megha Mittal’s takeover of Escada are award in 2010 for most innovative product. Tata
all recent examples of successful buyouts. As India Nano, “the people’s car,” will change mobility
Inc.’s pride and confidence in its performance patterns for thousands of middle-class families
increase, expect to see more such acquisitions. in the region and beyond, and D.light’s innovative
products provide high-quality, reliable electricity
Homegrown appeal: Global interest in Indian solutions for the home.
design, craftsmanship, cuisine, and holistic lifestyles
will give homegrown brands a boost. Brands already The burning question for 2011
established locally, such as Hidesign (leather
accessories), Sula (wine), Ganjam (high-end jewelry), Do Indian companies have the global management
and Shahnaz Husain (ayurvedic beauty care), will expertise to make their brands profitable in
focus on getting a foothold in European markets overseas markets?
to spearhead international growth.

Purposeful innovation: The Boston Consulting
Group’s Innovation 2010 study suggests that mature
economies’ once unquestioned dominance in
innovation is fading and India, China, and Brazil
are poised to take over. The number of Indian
companies seen as top innovators is rising while
the number of American companies is declining.
What’s more, Indian brands are additionally showing
the world how social and corporate responsibility
can be deeply embedded in a business approach.


Trends in interactive entertainment
by Frank Vial

Frank Vial is strategy director in the Interactive entertainment looks very different today Digital delivery: Game companies will shift
San Francisco office of Landor Associates. than it did 10 years ago due to the spiraling cost their delivery from one-time retail transactions
Frank writes regularly for Landor’s blog of producing games. The industry has gone through to ongoing digital relationships. Alternative business
and his article “A second honeymoon: a period of contraction, with a small number of models — such as offering games for
Rekindling the romance with the Chinese publishers — Electronic Arts, Activision, and free, but selling upgrades, extras, and virtual
consumer” is available on landor.com. Ubisoft — bringing development houses on board. goods — will attract new gamers and generate
volume-based revenue.
With contributions by By minimizing risk and maximizing shareholder
Chris Pike, knowledge sharing applications value, these companies have also effectively stifled Virtual possibilities: Expect gaming to become
developer; Sean King, design director of creativity among blockbuster titles. They expect an immersive, full-sensory experience, moving
corporate communications; and Aaron to lose money (or earn very little) on the majority from narrow, linear story lines to expansive universes
Burghard, designer of their releases, but make up for it through huge with infinite possibilities. Platforms will
margins on sequels to their most popular games. be made increasingly open source to allow fans to
If a niche title is an unexpected hit, publishers are develop richer gaming worlds. Gesture recognition,
quick to turn it into a series. force feedback technology, and augmented reality
games will go mainstream.
What can we expect to see in 2011?
Mainstream audience: The definition of “gamer”
The new Xbox Kinect bypasses a controller Always on: Gaming will become an always-on, will broaden to include both genders and all ages.
and uses motion-sensing technology to always-connected community. Expect Facebook Nintendo’s Wii, which encourages active play and
make games more active and appealing to build its gaming capabilities, while gaming interactivity, opened the door to the family living
to the whole family. companies create their own social networks. room; its handheld DS is marketed primarily as
a teaching toy and boasts a line of tutoring games for
kids. And the Xbox Kinect doesn’t require
a controller at all, using motion-sensing technology
to make games even more active and appeal to
a broader range of interests than ever.


Category leader Electronic Arts will continue to
push interactive entertainment in sports, fitness,
education, and social gaming.

Disney will use its acquisition of Playdom to push
Disney, ESPN, and potentially Touchstone content
into social gaming. Startup Zynga will continue
to expand its portfolio.

Leading consumer brands such as PepsiCo, and
perhaps even business-to-business brands like
IBM, will explore interactive edutainment as a way
to connect with customers.


How can gaming companies remain profitable
while expanding their audiences and shifting
to a direct-to-consumer business model?


Trends in brand management
by Felix Stöckle

Democratic branding: The rise of social media I hope brand managers realize that they are in Felix Stöckle is managing director in the
has catapulted marketing into an era of total charge of the customer experience, rather than Hamburg office of Landor Associates. His
transparency as Facebook, Twitter, YouTube, and relying on agencies to communicate their positioning. current article, “How social media is
consumer blogs have made it possible for ordinary They must find new ways to measure the efficacy of changing the way brands are managed,”
consumers to communicate with millions of people their brand’s experience and to embed great power is available on landor.com.
they have never met. Before the digital era, brand apps in all functions, from product innovation to
owners relied on paid advertising to control and customer service.
spread their message. Today, digital word of mouth — Frank Vial, strategy director, San Francisco office
allows uncontrolled brand communications to go
out to a massive global audience. We can expect to see more playfulness, consumer
creativity, and partner co-programming in brand
Social media conversations focus predominantly management going forward, as well as more system
on brand delivery. People use these outlets to innovation. The brands that will stand out in 2011 will
communicate and evaluate their personal experi- be those that inspire and lead us, not just compete.
ences — and especially to share stories about — Fiona Atzler, client director, New York office
how brands are delivering against their promise.
The bigger the gap between promise and delivery,
the louder their voices will be; and often, the
more sarcastic and cynical in tone. Ultimately,
the customer’s brand experience is what influences
peer impressions.

As a result, marketers will need to move away
from brand promise statements and toward brand
experience management, with more attention
given to how the intended experience is delivered,
monitored, and measured. This trend will continue
in 2011, especially as constant communication
through mobile devices becomes the norm. Expect
branding to become more democratized and
increasingly open source.

The open paradigm: A brand manager is now Customer buy-in Employee action
a facilitator who engages with a community of drives business i transforms business
consumers to solicit their input. Successful brand
managers will provide consumers with tools that
encourage feedback, invite collaboration, and offer
possibilities for brand personalization. And they’ll
pay attention to what customers are telling them.

The brands that adapt best to this open paradigm —
being authentic in the delivery and cocreation of
experiences — will win in the coming year. Those
that don’t will lose ﬁrst relevance, then credibility,
and eventually sales and market share.


www.landor.com

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Landor’s 2011 trends forecast

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