The consumer shift behind the emergence of clean slate brands has been driven by a change in attitude that's seen customers across categories and markets lavishing love, attention and trust on brands without heritage or history. This profound shift is creating a whole new breed of exceptional brands living by a new set of rules of engagement, with consumers attracted to unproven and unknown brands the way they were once only attracted to established brands. The by-product of this shift is that the previously valuable brand attribute of 'established' is now drawing associations with brands that are tired, lack innovation and relevance to their customers.
For consumers, 'new' now equates to 'better'
In a significant swing of sentiment, the consumer has never been more fixated on the 'new'. Business 3.0 is truly delivering on its promise of innovation. Brands from every corner of the globe are busy creating and launching a rush of new products and services, that are significantly better and more exciting than what's currently in the market; it's no longer a matter of 'if you're not moving forward you're standing still - but more likely you'll find yourself moving backwards'.
Players are emerging more nimble, more creatively minded and more laser-focused on what consumers want and need.
As clean slate brands connect with an ever growing wave of consumers, providing fresh and exciting experiences, they're re-enforcing the belief that 'new' is 'better' - increasing the appetite of consumers for more of the same and accelerating the shift.
Instant trust
At the very heart of brand strategy lies the principle of trust connected to recognition. The concept of brand trust relies on consumers' desire to recognise a brand through its visual identity - a language of symbols, colours, packaging and advertising imagery - and associate that brand with a range of perceptions that help the consumer navigate the ocean of choices they face every day. This concept which for so long has been a cornerstone principle of branding is beginning to shift as consumers develop a sense of 'instant trust'.
Why connecting with clean slate brands feel more meaningful
The DNA of clean slate brands is intertwined with that of consumers, who are often more closely involved with the creation of the brand and its products and services than they are with established brands. These close ties are forged through personal interactions in the online and offline world, creating a consumer connection that established brands will struggle to compete with. With this increased connection comes a sense of ownership, or at least partnership - and that equates to a whole new level of meaningful relationship between consumer and clean slate brand.
Clean Slate Brand Case Study
Simple: Digital banking start-up focused on customer service builds a waiting list of over 125,000
'Simple offers its users simplified and accessible banking through online and mobile apps. Despite not having the heritage and physical presence of a traditional bank, Simple launched its first full release in July 2012, working through the 125,000 customer waiting list that it had built since its launch was announced in 2010.' Trendwatching.com
If you want to ensure you're not left behind in the rise of clean slate brands, contact David Ansett, Founder & Chief Creator of Brands, at Truly Deeply.
Truly Deeply is a brand strategy and communications design agency working with clients around Australia and across almost every conceivable category.
david@trulydeeply.com.au
T 03 9693 0000 ~ M 0413 877 659
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