2013 saw the biggest brands in sub-Saharan Africa roll out initiatives that allowed their customers to participate in some truly novel projects. Expect even more brands in 2014 to attract new customers by launching exciting interactive movements, initiatives and campaigns.
Definition:
As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers’ attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.
DRIVING THIS TREND:
THE DISSIPATION OF TRADITIONAL BRANDING
No longer are African consumers willing to tolerate INACTIVE BRANDS
For too long, uninventive and vanilla mass-market experiences have dominated many markets across sub-Saharan Africa. Traditionally businesses operating on the continent were concerned with maintaining tight branding budgets and supplying stripped down, no-frills products and services to low income consumers. This old-fashioned perspective of the African consumer landscape viewed any kind of excessive expenditure on pleasurable brand experiences a frivolous luxury, unnecessary for those at the ‘Bottom of the Pyramid’. Meanwhile, marketing channels remained immature (and focused on mass media: TV, radio, newspapers) despite the explosion of the rapidly expanding middle class.
Today however, HYPERACTIVE BRANDS are exciting new consumers, capturing their love, attention and undoubtedly long-term loyalty. As disposable incomes balloon within certain demographic groups and locations (like cities), so does the attention to attracting these niches. 2014 and beyond marks a time where brands in Africa must reach out to these previously neglected consumers in a state of brand boredom, who are craving the exchange of bland brand experiences for unique and dynamic ones.
FROM ‘ME’ TO ‘WE’
Brands relinquishing control by catalyzing dialogue with customers
via:http://trendwatching.com/africa/trends/hyperactivebrands/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%253A+trendwatching+%2528trendwatching.com%2529
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