An article release today by USA Today finds that "Simplicity" is the latest marketing trend. And we know why. This was an issue we addressed a few months ago in one of our many presentations on the subject of marketing and advertising. See the presentation below.
In this presentation, you'll see how simplifying products and services as well as marketing messages and brand promises will resonate with today's consumer as they struggle with having too much of everything and need the clutter and noise and nonsense cleared out of their lives.
Here's our presentation on the subject:
And here's an excerpt from the article in USA Today:
A New Marketing Trend Is Upon Us: Simple Sells
USA Today
Bruce Horovitz writes that 2010's most powerful marketing mantra might be "simple is better" as companies move away from trumpeting cheap prices and into touting products that have "fewer parts, additives or ingredients." Consumers not only want to know what's in the products they buy, they also want to know what's not in them.
There has been a 64.7% increase in new products using the words "simple" or "simply" in their product or brand name from 2005 to 2008, according to Datamonitor. And products with simplified labels will be more sought-after in coming months than those using the formerly hot buzzwords "organic" or "natural," says Mintel trends tracker Lynn Dornblaser.
Think Häagen-Dazs' Five ice cream line with all flavors containing only five ingredients. Or Starbucks' revamped menu with fewer ingredients (banana bread, for example, has gone from 15 to 10). Beech-Nut's Let's Grow line of toddler foods proclaims "No Junk" on its labels. And Kraft's Triscuit brand is replacing palm oil with healthier soybean oil while its marketing and labeling spell out the specific whole-grain wheat it uses (soft white winter).
Read the rest of the story here.
In this presentation, you'll see how simplifying products and services as well as marketing messages and brand promises will resonate with today's consumer as they struggle with having too much of everything and need the clutter and noise and nonsense cleared out of their lives.
Here's our presentation on the subject:
And here's an excerpt from the article in USA Today:
A New Marketing Trend Is Upon Us: Simple Sells
USA Today
Bruce Horovitz writes that 2010's most powerful marketing mantra might be "simple is better" as companies move away from trumpeting cheap prices and into touting products that have "fewer parts, additives or ingredients." Consumers not only want to know what's in the products they buy, they also want to know what's not in them.
There has been a 64.7% increase in new products using the words "simple" or "simply" in their product or brand name from 2005 to 2008, according to Datamonitor. And products with simplified labels will be more sought-after in coming months than those using the formerly hot buzzwords "organic" or "natural," says Mintel trends tracker Lynn Dornblaser.
Think Häagen-Dazs' Five ice cream line with all flavors containing only five ingredients. Or Starbucks' revamped menu with fewer ingredients (banana bread, for example, has gone from 15 to 10). Beech-Nut's Let's Grow line of toddler foods proclaims "No Junk" on its labels. And Kraft's Triscuit brand is replacing palm oil with healthier soybean oil while its marketing and labeling spell out the specific whole-grain wheat it uses (soft white winter).
Read the rest of the story here.
