Globalization fueled economic, social and cultural upheaval in 2016 – Brexit, the rise of far-right politics in Europe, Trump’s presidential election upset, an attempted coup in Turkey, etc. Future Trend: Smart marketers will now work harder on communicating how their brands are interconnected to the world and their local communities.
Two brands that are on trend in their communication of being interconnected to the world and their communities are Starbucks and Vermont Teddy Bear:
- Starbucks – This past year, Starbucks launched Upstanders, a series of videos, podcasts and short stories that highlights individuals across the U.S. who make a difference in their respective communities (e.g., fighting homelessness, food waste solutions, etc.). Starbucks has always practiced interconnected branding, dating back to their corporate commitment to 100% ethically sourced coffee.
- Vermont Teddy Bear – #BeyondTheLastStitch is their new marketing movement that details how their superb craftspeople from all over the globe (e.g., Nepal, India, Yugoslavia, etc.) settled in Vermont to create their handcrafted line of unique Bears (Made In USA) that have bought joy and happiness to millions since 1981.
What are some of your favorite interconnected brands?
As a native from the Netherlands, I think Heineken is “filling their glass” by calling their
Holiday Greetings from the Great State of Oklahoma.
I always look at my Heineken glass when empty.
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