A 2015 retrospective.

December 26, 2015 / Branding, Sales/Marketing
branding retrospective

At this time of year, it’s customary for bloggers and other industry pundits to look back at trends in the business — and extrapolate what it all means for the future.

Well, it’s been quite a year at Partners & Harrison, with lots of new projects and the addition of high profile clients like American University.

In the branding business, every year brings its share of insights. Here’s what we saw in 2015.

1. Digital technology continues to shrink timelines — everyone seems to be working on speed dial. And in some cases, 24/7.

2. Websites and microsites are becoming increasingly visual and cinematic. Large, visceral photography and video have become the norm, with copy being kept to a minimum.

3. Packaging design is getting more creative (in terms of form factor) and visually appealing as more and more companies realize the importance of brand design in influencing consumers’ buying habits at the point of sale.

4. Corporate responsibility and citizenship seemed to dominate many campaigns thematically this year. Consumers want to know what companies stand for as much as what they sell. (This year’s Super Bowl contained a plethora of socially-conscious advertising. A few standouts were Coca Cola and Dove.)

5. Experiential marketing — the growing importance of brand experiences and their emotional component — remains a dominant trend. We truly have entered the “human era” of branding and marketing.

6. And of course, the upcoming presidential election is dominating all forms of media — social as well as traditional.

Well, that’s the year as we saw it. Here’s to new exciting trends and clients in 2016. It’s still a fun business — and one that’s constantly changing.

Photo:  Jim Hickcox (Creative Commons)