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Marketers: Get Ready To Innovate With Core Brand Values

Allen Adamson, managing director of the New York office of Landor Associates, writes that it's no secret that consumers will demand value and honesty from their brands and will publicly flail those that don't deliver them in social media venues. And that they'll latch onto products that are relevantly different -- which probably seals the fate of brands such as Blockbuster's retail outlets and weekly newsmagazines. But it not all doom and gloom for established brands.

Adamson believes that pent-up demand will prove beneficial for behemoths that offer value, choice and superior in-store experiences such as Wal-Mart, Lowe's, Home Depot and the Gap. Online, Amazon is poised for continued leadership.

Adamson also writes that consumers will be less emotional and more rational in their buying decisions. As one of his colleagues puts it: "Consumers will look for the four 'goods': Does it taste good? Is it good for my health? Is it good for my wallet? Is it good for the planet?" As for marketing gimmicks, save them for another zeitgeist.

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