How brands are trying to woo millennial consumers

By Navonil Chatterjee
If somebody mentions the phrase ‘post’ in entrance of you as of late, probabilities are that you’d robotically assume it will need to have one thing to do with posting a message on social media. That pink coloured post field within the nook of the road received’t even come to your thoughts, proper? Unless after all you’ve got both crossed, or are nearing, the half century mark by way of your existence on this world! Similarly, the chirping of birds is the very last thing that you’d be excited about when somebody mentions the phrase ‘tweet’. And for those who had been instructed to fill within the clean for ‘status ________’, small probability you’ll be writing ‘symbol’, as a substitute of ‘update’. In the midst of all these developments, what intrigues me most is the thought that in kindergarten colleges the world over right now, when the instructor asks ‘A’ is for ….., little youngsters have to be answering ‘A is for APP’, as a substitute of ‘APPLE’!

The ‘Appification’ of Everything

Welcome to ‘appy’ occasions – a day and an age the place there’s an app to eat, pray, love, journey, and nearly every part in between. But the larger query one wants to ask is, why are apps so standard as of late? What is that one factor that’s widespread to Uber, Swiggy, Tinder, Tripadvisor, Urbanclap, Justdial, Foursquare and so forth? That one widespread factor is the truth that apps allow you to to get issues completed. It is that this purely utilitarian facet of apps that make them so coveted – apps are ‘useful’ to us and so they make our lives straightforward. And it’s time that promoting and advertising discovered a factor or two from apps.

Back to Sausage Time

In its earliest days, promoting was all about brands trying to set up their useful superiority over competitors by claiming quicker, smoother, cleaner, whiter, stronger, and so forth. But as time developed and product, or somewhat useful parity turned the norm, brands began to resort to emotional story-telling so as to differentiate themselves. Advertising turned predominantly about creating that larger-than-life emotional ‘sizzle’ round brands, the product and its useful position downplayed to being the oh-so-incidental sausage within the bigger combine. A cute, harmless boy being adopted by a cuter pug (Hutch/Vodafone), one attractive actress after one other promoting the attract and gold mud of aspiration and a magnificence cleaning soap alike (Lux), that good trying man in nice trying garments who might do every part proper and nothing fallacious (Raymond) … you get the drift of the emotional sizzle, proper? However emotional sizzle is now not sufficient in right now’s day and age of social commentary, the place a 1-star product score can severely undermine the marketability of even probably the most emotionally wealthy brands. Advertising and advertising has come again a full circle and the main target is shifting as soon as once more to the sausage – the tangible product efficiency over the intangible blah blah blah.

The Age of Brand Skepticism

Around the world, as one hallowed establishment after one other is collapsing, belief is at an absolute premium and entrepreneurs right now are bearing the worst brunt of this belief deficit. The rising client sentiment appears to be: “If a product has an ad, chances are that you don’t need it”. Or in different phrases, as a substitute of the advert, the product ought to do all of the speaking. No coincidence then that Apple is probably the most cherished model of right now’s technology – a model that does advertisements which are largely unbelievable product demos and nothing extra! Remember these memorable billboards – a fantastic image with only one line on them – ‘Shot on i-phone x’. QED. No advanced story-telling, no emotional razzmatazz, no laddering even from the product or useful profit to a bigger pay-off or emotional profit! ‘How are you making my life easier and better?’ simply inform me that – or higher nonetheless, don’t even inform me, simply present me!

Survival of the Useful-est

Remember Oscar Wilde’s well-known quote “All art is quite useless”? A murals, in accordance to Wilde, was ineffective as a flower is ineffective, as a result of its purpose was merely to create a temper and it was not meant to instruct, or to affect motion in any method. In quick, all that he was trying to say was, that artwork is ‘use-less’, or in different phrases, has no utilitarian worth (which isn’t the identical as saying that it has no worth). ‘The Art for Art’s Sake’ vs ‘The Art for Life’s Sake’ debate has been a really outdated one, and there have been supporters of each by the ages. The time has come for Advertising to choose its aspect on this ongoing debate as soon as once more. While promoting was by no means a pure type of artwork on condition that it all the time drove commerce, now greater than ever it wants to firmly tilt the scales in direction of life’s sake and show its utilitarian worth. Brand after model, in class after class, are including new performance to already current performance on this hyper-competitive and hyper-functional world:

Face wash + moisturizer + sunscreen

Shampoo + dandruff therapy + conditioner

Watch + calorie tracker + health information + …

Charles Darwin, the daddy of evolution, had talked concerning the idea of Survival of the Fittest. Well it seems that on this quickly evolving world of selling, solely these brands will survive, which are the ‘Useful-est’!

(The writer is joint president and chief technique officer, Rediffusion Brand Solutions. Views expressed are private.)

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