Trendwatch: Leaps of faith

Vicki Loomes

This brief article suggests impressing jaded, seen-it-all consumers by offering them mystery experiences or campaigns with an unknown outcome.

Trendwatch: Leaps of faith

Vicki LoomesTrendwatching.com

Content saturation and message fatigue are just two challenges for brands and marketers to solve in 2015 and beyond. One approach? Invite jaded, seen-it-all consumers to take a leap of faith on mystery experiences or campaigns with an unknown outcome. Consumers will share these stories on social media, taking delight in the chance to be a part of something different.

This trend hinges on desires that are embedded deep in human nature, including the excitement of play and suspense. It might sound counter intuitive, but in this 'consumer has control' environment, many consumers...

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