The 3 Vs of 2010

I know this is a little late, but I think 2010 is going to be a game-changing year. It's hope the year will be remembered by those in advertising as the year we really did have to start turning the ship towards something new in the industry.

Digital has been growing and growing for fifteen years, changing constantly. This is nothing new, we all know about the powers of digital technology and the Internet. What has changed the game is the economic downfall that everyone is going through. Sure, saying that people are spending differently isn't too original either. But it's more than that.

It's the fact that people are shopping differently, using digital technology more, and have grown skeptical of the business culture in general. That's the third factor.

As the Internet began to take off in the early 2000s, more and more corporate scandals, improper practices, and unethical decisions came to light in courts and in the media. People began to question what the point was to rely on these brands? They began to look for non-corporate ways to get what they needed. What sprouted was a move towards local, a move towards organic, a move towards social responsibility, a move towards simpler products and design, and a move away from big brands because of the organizations behind them.

What makes 2010 so unique are that these three things have come together and work hand-in-hand with each other. It's no longer enough for a company to have a strong social responsibility program, but aren't a part of social networks, or don't have a valuable product. All of this is fueled by innovation. In 2000, there was no Facebook. In 2005, we didn't have a Kindle and were just getting used to iPods. Now, in 2010, we have all of these and most importantly, smart phones.

The value of smart phones to the marketer is unparalleled. It's basically a small computer that is on an open network and provides tons of data about everything and anything. Before smart phones, there was no way to reach the consumers besides traditional advertising + online. Now, you can reach people individually through more than just advertising. You can reach them online, through applications, games, as well as more traditional channels.

Helge Tenne (sorry for no accent marks or O with slash through it) is a planner from Norway and he speaks about creating contextual value for consumers. Build your brand into the context of people's daily lives, not interrupting it, but aiding them in their daily routine. I believe in this idea wholeheartedly.

In my mind, these are the 3 Vs of Brands in 2010: Visibility, Values, Value.

Visibility - Brands need to find new ways to be in front of the consumer, whether that's through creating a helpful application, building a unique, simple game or building customers through social networks. Brands need to adjust to the new utility-driven media devices and channels.

Values - Being "good" is a newly-created pillar of big organizations. It's no longer enough to have good customer service or a strong supply chain network to reduce costs and help people. Now, organizations have to make a dedicated effort, in money, organizational practices, and employees, to cut costs, reduce inefficiencies, build sustainability, and give something back to society as a whole.

Value - Value no longer means price. This is not a revolutionary idea. Value is really about adding something positive to the experience of using your product versus your competitors. This is nothing new either, but it's different now. User experience has moved to the front of line when it comes to product development priorities. Also value means building the service experience around your product. This is where most organizations (even those who don't build innovative products) can gain ground. Build value for your product by creating a universe of platforms and touch points that rotate around the product. This goes hand in hand with Visibility.

It's not just about visibility, but utilized visibility. Do something that creates value or entertainment or emotion. Don't just make a TV spot, make a 4-minute production you post on YouTube. Don't just create a website, create a website that is easy-to-use and offers content that feels more than just corporate rambles. Don't just create mobile coupons, create an application that is informational or useful in an unbiased manner. Give things away for free. It sounds crazy, but it brings value in the mind of the consumer.