The NOW Gen

Nowadays, a ferocious competence takes place, old tactics seem obsolete, and you need to have more than a big name to outperform in the market; the rise of products in the United Kingdom against regular brands pictures the state of affairs. So, which differentiators are making people choose one product over the other? Take note.

The power of Influencers.

As recently in the UK’s household market and not precisely the cause of a direct influencer marketing strategy, or because they are getting paid for, influencers are backing own-label brands with their product reviews; This has impacted positively sales for own-label products thanks to Mrs. Hinch and the young people demographic who watch her reviews.

Influencer marketing is nothing new, with big brands from all markets capitalizing on the reputation of social media personalities on a range of channels, such as Tik Tok or Instagram, to attract a broader audience, which can be an excellent opportunity for your brand.

All it takes is the proper collaboration with a relevant influencer, and your product will soar to new heights.

Emotional connection, building a stronger bond.

The key for your business and brands to grow is to make your product matter in peoples’ lives and preserve those values you have. Premiumization and personalization happen by adding value to your product, reflecting in the community loyalty.

For example, Xiaohongshu, a thriving lifestyle community platform with over 300 million users, started sharing the products they were buying overseas, usually luxury products. Over time, this developed more and more into a larger community and a place to purchase products.

And it’s a great example of how successful brands that make that emotional connection in consumers’ lives are those that combine community and personalization. However, brands must take care of their premium side, as well as their reputation because they can become tomorrow’s commodity.

Personality and Humanized brands.

Your brand’s Personality is essential when you have many competitors; as humans, outstanding personalities attract us; if a brand lacks one, it will remain an average one; if it does, it will induce brand loyalty, and for instance, people will not be influenced by competence even if there’s a better price in between.

Hone your brand’s personality public perception according to the five types of the brand personality framework and don’t miss the opportunity to make it stand out; for example, Tik Tok falls under the umbrella of excitement, and Apple in the sophistication one.

Brand experience & authenticity

If a Brand is like a person, then its experience refers to the relationship you have with customers, how you interact with them in the long term, and the holistic perception this brings, which eventually translates to commercial ROI.

However, stick true to your brand’s authenticity; for 86% of consumers, authenticity is important when deciding what brands they like and support.

Lego consistently creates a fantastic experience for customers before, during, and after their transactions has earned the honor to be one of the top authentic brands.

Price & E-commerce solutions

Although the price might remain an obvious differentiator, the price differential is particularly noticeable for people looking for coupons, bogofs, and all kinds of discounts; however, they still look for quality, so the price-quality ratio remains at peoples’ top mind;

People might choose own-label products over brands, but the price difference is not that big; this can affect the product; however, many people choose, while rushing so they don’t have time to focus on other differentiators brands have to offer other than price.

Following the sustainability trend.

Eco-friendly and sustainability-related consumer items are currently growing roughly six times faster than other brands, and 73% of global consumers indicated they would definitely modify their consumption patterns to decrease their environmental effect.

In the UK’s Household market, sustainability is one of the two key drivers for growth across the toilet tissue category this year.

More than half of customers (52%) feel they emotionally connect to items or organizations they consider sustainable. Brands like Adidas make this a definite trend with its most recent «Run for the Oceans» program.

You must feed your e-content daily and provide originality to your brand; it must feel like a person and not a robot; You must be relevant and, at the same time, have a personality: we can arrange that and give a change of look; if designing for the Shelf is not enough, we are that powerful tool that helps global brands have an impressive amount of content. 

From Social & E-comm content, graphic design, digital implementation to integrated production, 121 will work with you to grow your brand while giving you peace of mind. We aim to help you achieve your brand’s objective, not to compete against your creative, strategic, or In-House agencies. We adapt and implement your global campaigns to suit and comply with your outlets’ requirements while also aligned with your brand’s equity. We can play a significant role in your success.

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