Topic of the moment
How can brands give customers the tools to express their own identity? What are your thoughts on this? Have you seen brands doing that? Or do you think they shouldn’t?
Personalisation has to be the big thing here and has to be the next big branding movement. From ‘brands’ like MIA allowing every customer to design and print their own t-shirt, to Nike enabling us to design our own shoes and adidas allowing us to print our own jumpers. Brands that enable customers to put their own stamp on their product will succeed.
We saw this start in luxury with brands like Le Labo allowing customers to create their own personal scent, but as ever the movement goes from ‘class to mass’ in the words of Pamela Danziger, and personalisation is now part of the mainstream, enabled by digital printing and other technologies.
For example, we have seen recent launches from mainstream brands like Apple with the new face id technology for the iPhone X where we are seeing the convergence of technology and personalisation, as users can express their moods through personalised emojis. Where might that go and what might that mean for brands?
I’m also fascinated by those brands that have played with the idea of understanding us as people, recognising us and our identity and serving up products that suit. So things like Uniqlo’s mood reader which choses the perfect tshirt to suit your mood. And perhaps not quite so successfully, the screens in KFC that ‘recognised’ the customers face and predicted their order. Trouble is, they kept on delivering drumsticks and fries for guys and porridge for girls!