The new year is just around the corner, so we thought it was high time to start reading up on what new brand marketing trends we can expect to see in 2014. Phrases like “brands will be braver” and “content is king” seem to be common threads in the articles we’re reading.
The following selection of articles about 2014 branding trends give you a sense of what’s on the radar:
Expect to see more “buzz-creating, edgy campaigns” and some dramatic website re-designs, according to Inside Facebook’s “Five Daring Predictions for Social Marketing in 2014.”
According to Forbes, “Brand and Marketing Trends for 2014,” content is king, but so is “category.” That means we’ll see less cross-category marketing and more category-specific messaging.
“Maximising the consumer’s experience” tops the list in Marketing Magazine’s “5 Things that Will Matter for Brands in 2014.” It’s a great quick list to find ways to heighten your customers’ experience.
Six brand marketing experts talked to The Guardian about the trends they see on the horizon. Most of them center on finding ways to communicate a brand’s uniqueness. Check out “Experts Outline Key Brand Marketing Trends in 2014.”
And finally, emphasizing the trend toward more immersive, visual communication in 2014, here’s JWTIntelligence’s video, “10 Trends for 2014 in 2 Minutes”:
Burberry plans to appeal a recent Chinese Trademark Office decision to revoke the company’s iconic red, tan, and black Haymarket Check pattern. The Trademark Office decision relates only to leather goods using the pattern and will not take effect before the appeal is heard.
Last year, Chinese manufacturer Lubida Polo Production Co., applied to the Chinese Trademark Office to revoke Burberry’s claim to the pattern, which in China dated back to 2009. Lubida Polo, which markets products under the brand name Polo Santa Roberta, claimed that Burberry was monopolizing parts of Scotland’s cultural heritage and had not used the Haymarket Check pattern in China for a period of three years.
According to the Wall Street Journal, Chen Beiyuan, an attorney representing the opposing brand, Polo Santa Roberta, told China Real Time: “The check pattern is just a simple geometric pattern. I don’t think Burberry has the right to keep it exclusively and ban other producers from using it.”
In a company statement, Burberry said: “The Burberry Check remains a registered trademark exclusively owned by Burberry and no other parties can use the mark without Burberry’s proper authorization. Burberry always takes the strongest possible action against those who use its trademarks unlawfully.” Burberry has also fought the Polo Santa Roberta brand in courts in Hong Kong and Taiwan.
The pattern under dispute is officially called “Burberry” by the Scottish Register of Tartans. The Scottish national database of tartans listing says: “It has become so much part of the Burberry image that it has been trademarked and can now be regarded as a Corporate tartan.”
We’ve seen many trademark disputes in China over the past year involving major brands like Apple, Danone, and ex-NBA basketball player Michael Jordan. How do you think the Burberry dispute will end?