Guess what’s next?
5 things we’re not going to predict using AI…
Hold onto your crystal balls, because we’re in the final half of the year and some of those January "Predictions for 2024" articles are starting to look a bit wide of the mark. So, how on earth are marketers supposed to make the right decisions when the future is so inherently unknowable?
The answer? By building “preparedness” strategies that can handle anything the future throws our way. Whether it's lockdowns, inflation, invasions, AI, or, let's face it, something else completely unexpected, brands can be ready to thrive.
Instead of playing the guessing game, we're all about working with marketers to get prepared, with our "Future Readiness" workshops. We're not here to predict the future; we're here to dissect what's happening in the world, so we can give brands the tools they need to navigate whatever curveballs come their way and profit from it.
Here's what we're keeping our eyes on right now to continue building brands into future facing cultural conversations, and therefore increase the effect of our clients’ marketing investments.
Get prepared?
1. A collision of contexts: Online culture is now offline culture
Ever found yourself awkwardly nodding along to a conversation about memes you've never seen or laughing at a joke that flew way over your head? If you're not a regular on TikTok, Twitch, or Reddit, chances are you've been there, done that.
A lot of the cool stuff happening in the world today—from the latest slang to the trendiest hobbies—originate in the wild west of online subcultures, often by people much younger than you. In less than a year we’ve gone from mob wife aesthetic, to brat summer and now over to demure fall (note: Eddie calls this “Autumn” for some reason).
To stay relevant in this fast changing cultural context, brands need to do more than just lurk in the shadows; they need to dive headfirst into the weird world of online behavior. It's about being relatable, engaging, and most importantly, authentic. Being relevant isn't just a goal—it's a never-ending journey of memeing, scheming, and genuinely connecting with your audience.
We use Community Mapping to scan the latest online micro trends and behaviours in these online communities, to make for insights relevant to brand growth and creativity.
2. Four billion people raise their hands
Countries containing half the world population voted or will vote in elections this year, including “Kamala vs Trump”, the Putin Permanency and the world’s largest democracy, India. And on the back of this, Norway goes to the ballot box next year.
It’s obvious from these examples that not all democracies are created equal, outcomes will be contested, and fake news will reach new heights of fakery.
It’s likely that there will be more conversations about the role of government in our lives and what being a responsible member of society really means. Both on an individual level, and also on a national level as a responsible member of the global community. We are already witnessing an increase in this type of conversation in Norway.
As various commentators bring this debate into everyday life, brands can be prepared by planning how they too can be responsible members of a community, giving back rather than taking, whilst still reaching towards their business goals.
We identify Community Profiles, conduct a Social Audit to assess current perceptions of your brand's responsibility, and perform an Action Audit to evaluate the integration of your actions as a responsible member of society into your overall marketing and communication strategy.
3. Authenticity: The Word of the Decade
In a world where fake news is more common than a Kardashian selfie and AI can mimic your grandma's accent, we're all just craving some authenticity in our lives—both from our friends and our brands. But what exactly does it mean, and why does it matter more now than ever before?
Back in the ancient era of 2015, yours truly, Julie, penned a research paper on how brands were cozying up to authenticity for their reputation's sake. Shockingly (or not), authenticity is still the cool kid on the block, maybe even cooler than before. Merriam-Webster even crowned 'authentic' as the word of the year, signaling that it's not just something we aspire to, but something we judge, think, and write about more than ever.
Authenticity is the glue that holds trust together. While responsiveness used to be the easy route for brands to seem authentic, today's consumers aren't just looking for a transaction; they want a deeper, more engaging conversation.
Marketers need to walk the talk. Being authentic isn't just a nice-to-have; it's a must-have. It’s the timeless key to earning consumers trust and making lasting connections.
Therefore, we help companies ensure they have a distinct and real Brand Role to define what role your brand plays in society, which creates the building blocks of authenticity in your Future Readiness strategy.
4. AI & Creativity: The Dynamic Duo
When photography was first invented, naysayers predicted the demise of painting. But as history unfolded, it sparked an era of innovation in painting not seen since the Renaissance. We believe a similar revolution is on the horizon with AI empowering a new era of human-centered creativity.
Today, the buzz around artificial intelligence and its impact on creative development is hotter than a jalapeño. But AI isn't just one thing—it's a whole bunch of tools, tech and use cases, each with its own challenges. And just when you think you've got it figured out, along comes government regulations to add another layer of complexity. So, is going all-in right now on AI the key to your brand's future? Not necessarily. At NORD DDB, we’re not the only ones prompting. AI is prompting us to help our clients get to bigger and better ideas:
Using our Rand DDB toolkit of AI-helpers, we can fire up creativity with freak facts from our FreakFactory and clear the clutter with our Bad-IdeasBot, making space for genuine moments of fame. Putting these into our Future Readiness workshop helps your brand be distinct and fame-ready.
5. Mastering the Fame Game
The essence of fame—what fuels it, how to master it, and why it's pivotal for brand success—is a cornerstone of future readiness. Unlike traditional media buys, brand fame thrives in culture, having the power to catapult businesses to unfair growth.
Integrating brand fame into your strategy isn't just another media tactic; it's the ultimate power move. Whether you're slinging burgers at McDonald's, selling farm supplies at Felleskjøpet, hawking gadgets at Elkjøp, or writing love letters to the youth at ice, fame is the great equalizer.
But here's the kicker: cracking the fame code goes beyond flashy ads or celebrity endorsements. It's about diving deep into cultural insights and crafting narratives that resonate with your audience. Forget one-hit wonders; we're talking about building entire communication platforms that stand the test of time.
Following on from a Future Readiness workshop, we help build strategy anchored in analysis of consumer behaviour, focusing on big calendar bets, in order to create impact where it can have outsized effect. When it comes to making waves in the cultural zeitgeist, being prepared isn't just an option—it's the secret sauce to unlocking brand fame and unstoppable growth.
To sum it up:
If you’d like to hear more about our Future Readiness workshops and how they can play a part in your marketing and advertising strategy, give us a click below. We’ll show how we dive headfirst into the ever shifting waters of trends and culture to help your brand be prepared for the immediate future, and grow regardless of what’s around the corner.
The key isn't about talking at people, but making your brand a meaningful part of their cultural and social conversation. Fortune favours the prepared over the predictors.
With tools like Social Media Playbooks and Community Mapping we’ll help decode online presence and your brand’s personality. Add in the right audits to evaluate a brand's social responsibility and past actions, and we're cooking up a combination of creativity and effect. The Brand Role really links all actions together, making it easier to stay true to your core beliefs and promises in your communication.
Savvy marketers are using similar approaches to develop preparedness strategies to engage with whatever curveballs come their way. When you're busy crafting ways to get brands into the cultural conversation, you're not just preparing for the future—you're creating it. No crystal balls or AI chatbots needed. The magic happens when brands become cultural icons, and unfair growth is created.
Start getting future ready with a coffee at Torggata 1!
Julie Tveiten
Rådgiver
julie.tveiten@no.nordddb.com
Eddie D’sa
CEO
eddie.dsa@no.nordddb.com
