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Abstract

ee">These accelerated trends are currently irrevocably changing the ways business, branding and marketing are done — and simultaneously bringing them back to their essence: using the right tools in telling your story in the most authentic way possible, to connect to other humans and be of value to them — to uplift them.</p><p id="cbbb">Starting with Purpose.</p><p id="9aa2">Has there ever been a better time to ask fundamental questions? We think the best time to ask fundamental questions is always the same: right now.</p><p id="0c4c"><i>This is the first of a series of articles in which we discuss three macro trends impacting the world of business, viewed from the lens of branding and marketing, interpreting desk research specifically for marketing & branding in 2020, and adjusted by a post-2020 point of view.

We then offer advice for anyone with a strategic responsibility for marketing, branding, design or marketing technology — to navigate the playing field and have an impact on the world around you after 2020.</i></p><p id="eb4c"><i>The core of this advice will be as follows:</i></p><p id="f625"><i>Businesses, Marketing and Brands will need to be much more human-centered and Purpose-driven to connect with stakeholders and have a significant positive impact in 2021 and beyond.</i></p><p id="5c73"><i>Apart from using technology as a multiplier for humanity and an authenthic, human connection, we view the alignment of Corporate Brand with Personal Brand — and thus the alignment of Organization’s missions with indivivual stakeholders’ personal ‘Why’s’ and Values — in other words; Brand Advocacy or Brand Ambassadorship — as paramount to your brand’s success in 2021 and beyond.</i></p><p id="42cd"><b>Read the rest of the “Branding and Marketing Trends for 2021” series here on Medium:</b></p><div id="75e2" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-macro-trend-1-uncertainty-8d0f5836adb1"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Macro Trend 1: Uncertainty</h2> <div><h3>(2/8) Macro Trends and The Ideas Lying Around</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*jj_-fHQ1pqbudJ-jsySvOw.jpeg)"></div> </div> </div> </a> </div><div id="2bad" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-macro-trend-2-tech-developments-a4d2cec1fca8"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Macro Trend 2: Tech Developments</h2> <div><h3>3/8: Tech developments Impacting Marketing and Branding</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*-LlMpcxX8c8e6v_2-R_pyw.jpeg)"></div> </div> </div> </a> </div><div id="b07a" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-purpose-driven-brands-e947e30ff849"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Purpose-driven Brands</h2> <div><h3>4/8 — Brands need to be more Human, Authentic, and Purpose-driven to Succeed, Thrive and Add Value in 2021 and Beyond</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*8jWrGxsej_ZM0OcVf1hEpQ.jpeg)"></div> </div> </div> </a> </div><div id="57bc" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-f

Options

or-2021-employee-advocacy-and-purpose-alignment-ffd6b772de68"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Employee Advocacy and Purpose Alignment</h2> <div><h3>5/8 — Employee Advocacy, Brand Ambassadors and Purpose Alignment: How to Create a Purpose-driven Brand</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*c0dBOSygtuDYE3aNedEoBA.jpeg)"></div> </div> </div> </a> </div><div id="ef5f" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-using-brand-marketing-tech-in-a-purpose-driven-way-e169a75d3e64"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Using Brand & Marketing Tech in a Purpose-Driven way</h2> <div><h3>6/8 — Purpose-driven use of Marketing Technology</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*LfL_qh8shw0zoVxyC3DEfw.jpeg)"></div> </div> </div> </a> </div><div id="08ec" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-designing-for-2021-and-beyond-dd2b499b2a07"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Designing for 2021 and beyond</h2> <div><h3>7/8 Design Trends for 2021: Purpose-driven, Human, and Simple</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*yct5nV6uR322v0i9jWmqhg.jpeg)"></div> </div> </div> </a> </div><div id="1190" class="link-block"> <a href="https://readmedium.com/trends-in-branding-and-marketing-for-2021-consolidate-or-deepen-your-brand-identity-61d60e8723f"> <div> <div> <h2>Trends in Branding and Marketing for 2021 — Consolidate or Deepen your Brand Identity?</h2> <div><h3>8/8 Conclusion: Why Redefine your Brand Now?</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*Q35eXr3F2vaHK3ZwhvwLHw.jpeg)"></div> </div> </div> </a> </div><h1 id="7a12">SparQle: Shine, Connect, and Grow</h1><p id="573d"><b>SparQle is an online Brand Identity Agency. We help people and organizations find their unique, authentic self — and to make it SparQle. To tell their story from that unique identity and to connect online. <i>To help you Shine, Connect, and Grow.</i></b></p><p id="2343"><b>Would you like to know more about our services or what we can do for you?</b></p><p id="7ff9"><a href="https://sparqle.xyz/contact/"><b>Check out our website or go ahead and connect with us right away.</b></a></p><p id="b610">Read more about us (in Dutch):</p><div id="598f" class="link-block"> <a href="https://readmedium.com/sparqle-een-frisse-blik-op-brand-identity-b24e17aef845"> <div> <div> <h2>SparQle — Een frisse blik op Brand Identity</h2> <div><h3>Online Brand Identity Services met focus op authenticiteit, diversiteit en verbinding</h3></div> <div><p>medium.com</p></div> </div> <div> <div style="background-image: url(https://miro.readmedium.com/v2/resize:fit:320/1*ST5YMEdZnIcxgeehpNw5Rg.png)"></div> </div> </div> </a> </div></article></body>

Trends in Branding and Marketing for 2021

(1/8) Make your brand more authentic, purpose-driven, and human — with the help of tech

A few major trends that have been a long time emerging, are now mixed with the effects of the Covid-19 crisis and the 2020 racial/political tensions in the US. Interpreting desk research specifically for marketing & branding in 2020, and adjusted by a post-2020 point of view, in a series of articles we offer advice on how to adjust and create impact and value.

There’s no time like the present, and that’s awkwardly yet whole-heartedly true for the moment that we’re at now, near the end of 2020.

In the past 20 or so years, has there been a time — with the notable exceptions of September 2001 and 2008 — where it was more necessary or logical to redefine and refine our purpose as human beings?

Was There Ever a Better Time to Ask Fundamental Questions?

Purpose Alignment and Value Creation

medium.com

To truly look at ourselves in the mirror and reevaluate if we’re becoming who we want to become?

Or as an organization; to reinvent, solidify and reinvigorate our brand — to get our people aligned, inspired, and enabled to add their unique value to our organization, our brand and our customers?

Is your organization “being the change it wants to see” in the world?

Trends and events impacting business, marketing and branding

Entrepreneurship, Branding and marketing are evolving, as they always have and always will, and as everything in life does. A few major trends that have been a long time emerging, are now mixed with and strengthened by the effects of the Covid-19 crisis — and the 2020 racial/political crisis in the US.

Make no mistake, we are witnessing history and we are witnessing an acceleration of trends that have been underway for a very long time.

In the research leading to this series of articles we have identified three macro trends that have been steadily growing in significance over the past few years, and that are now on the verge of tipping over into some undefined new reality.

The three big trends we distinguish are:

Uncertainty Economic, social, and environmental upheaval that has become the norm.
New philosophical ideas Emerging views and understandings of humankind and their implications.
Technological disruption Coming to a point of no return faster than expected thanks to the Black Swan of Covid-19.

The rise and rise of device usage

Statistics about smartphone usage pre-2020 and post-covid-19

medium.com

These accelerated trends are currently irrevocably changing the ways business, branding and marketing are done — and simultaneously bringing them back to their essence: using the right tools in telling your story in the most authentic way possible, to connect to other humans and be of value to them — to uplift them.

Starting with Purpose.

Has there ever been a better time to ask fundamental questions? We think the best time to ask fundamental questions is always the same: right now.

This is the first of a series of articles in which we discuss three macro trends impacting the world of business, viewed from the lens of branding and marketing, interpreting desk research specifically for marketing & branding in 2020, and adjusted by a post-2020 point of view. We then offer advice for anyone with a strategic responsibility for marketing, branding, design or marketing technology — to navigate the playing field and have an impact on the world around you after 2020.

The core of this advice will be as follows:

Businesses, Marketing and Brands will need to be much more human-centered and Purpose-driven to connect with stakeholders and have a significant positive impact in 2021 and beyond.

Apart from using technology as a multiplier for humanity and an authenthic, human connection, we view the alignment of Corporate Brand with Personal Brand — and thus the alignment of Organization’s missions with indivivual stakeholders’ personal ‘Why’s’ and Values — in other words; Brand Advocacy or Brand Ambassadorship — as paramount to your brand’s success in 2021 and beyond.

Read the rest of the “Branding and Marketing Trends for 2021” series here on Medium: