In recent years, brands have been faced with the difficult challenge of capturing their audience’s attention. Fighting through the noise and focusing a somewhat distracted brain has been the focal point.

We’ve seen many brands thinking ‘outside the box’ and doing something different to get our attention, but we believe there is an opportunity to take this even further. We’ve gone through a period where we have consistently been focusing on our lives at home, mostly working from home, and socialising more at home, and have all begun to ask ourselves one question; “well, why do I need to go elsewhere, when I have everything I need here?” A question that had been instigated by the ease of connecting and entertaining through technology.

We know that this has mostly been triggered by the rude interruption of COVID-19, but we’re now looking a little deeper. People are beginning to look at what really matters to them, the values that they live by and where they believe they should focus their attention. It's probable that this has been derived from the shocking scenes we have seen in the Ukraine. Are there more things in life that we should care about? What really deserves my time and attention?

The past month has seen a decline in people’s disposable income, with prices rising in fuel and energy, introducing the notion of ‘not spending money on unnecessary items’. So, we now have a wave of consumers that are protecting – what they deem as – precious time and money.
All of this hugely impacts brands. The choices over where consumers spend their time and effort, and the way they shop with convenience and availability, no longer being a unique selling point. Brands need to provide an experience, something to draw people back in and give them a reason to leave their house.

So, what can brands do, considering these new market dynamics, to stay relevant for their stakeholders?

Firstly, brands should start internally by looking at experiences for their employees. Getting people back into a shared working environment is going to be difficult, but this will add an element of community, creating a space where colleagues can build their close-knit relationships back up and integrate more effectively.

  • Naming or renaming office spaces/buildings to create a sense of learning and community
  • Holding events
  • Collaborative exercises
  • Team building days
  • Benefits that may draw people in – creating an exciting environment to work

Finally, brands need to look at their customers and consumers. However, the external principles are not really very different from the internal ones. Creating a community here is also important. Consumers are looking to be enticed and made to feel part of something, having a sense of inclusion. Helping to rebuild a relationship with the brand is an important attribute, so that it feels as though there is no effort to be made when doing so. A good idea is to link your activities and experiences into your brand, what you do and how you do it.

Take a look here at some interesting insights:
Dan Heath – Moments that Change Lives: youtube.com/watch?v=wmUIzqqsa1E
How to talk triggers with Jay Baer: entreleadershippodcast.libsyn.com/311-how-talk-triggers-create-customers
Companies on a ‘back to the office’ strategy: hubblehq.com/blog/famous-companies-workplace-strategies

An example of creating an experience for customers – Harvey Nichols: insideretail.asia/2019/05/14/day-night-harvey-nichols-new-store-in-a-pocket-concept/
uk.fashionnetwork.com/news/Harvey-nichols-to-stage-in-store-virtual-circus-experience-this-month,1192460.html