The dawning of the age of Aquarius

As 2010 draws to a close, I thought it might be an appropriate time to muse over the trends we can expect to see over the coming year. So as it's 2011, in the words of the inimitable Nigel Tufnel, 'These go to eleven!'

1. Value is What the Consumer Says It Is - And the consumer is not an idiot, they are your wife!

2. Value, Meet Brand - In an increasingly commoditised marketplace, it's less about what you say and more about how you say it.

3. This is not satisfaction, this is M&S satisfaction - Every man and their dog sells shoes, ties and shirts. M&S have a brand equity built on what really drives the category and the service their customers expect. Every member of staff is truly a brand ambassador.

4. Stand and Deliver - Brands increasingly must stand for something beyond just rational items. Brands can’t, however, just “stand for” the cause du jour. Doing what others do, just because they’re doing it, won’t work very long or very effectively. Sincerity and authenticity will become ever more important in creating a unique proposition to the market.

5. Create an Emotional Benefit - While true innovation does exist when it comes to the offerings available, increasingly differentiation will come from what the brand offers emotionally to consumers, especially as the ability of brands to mimic and get “me too” products to market quickens.

6. Stranger Danger - Social Networking and DIY media-exchange of information outside of the brand space will increase as consumers become more comfortable with their power to get the true story on products from total strangers.

7. BFF - Influence by friends will also increase. If consumers trust the community, they will extend trust to the brand.

8. The Future of your Brand is in their hands - It’s increasingly handheld technology that facilitates transactions. Brands that make it hard to buy on the small screen will suffer.

9. Attack is the best form of defence - Look for increased competition – and not just from traditional brands. The internet changed the game from consumers feeling they had to know a brand to even consider it. Ubiquitous awareness is replaced by strong word of mouth and positive viral sharing.

10. Adopt or die - Brands are barely keeping up with customer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and only hunger for more.

11. Get Engaged - It’s the way today’s consumers do business. Period. Marketers will continue to use engagement methods like the right platform; program; message; and experience. But there is only one objective for the future: Brand Engagement.