CoreBrand Releases 2013 Branding Industry Outlook

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Uses Proprietary Industry Insight and Expertise to Forecast Branding Trends that will Dominate 2013

CoreBrand, a leading full-service brand consultancy that works closely with corporations to understand, build, express and measure their brands, announced today the company’s 2013 Branding Trends Outlooks.

“There is no doubt that 2012 was a challenging year for corporations, brands and their stakeholders,” commented James R. Gregory, founder and CEO of CoreBrand. “2013 will be the year of commitment to growth. Corporations and brands that were overly cautious, or even downright dormant in 2012, will require some much needed attention to regain brand momentum. Furthermore, the impending fiscal cliff, new taxation policies and the ongoing roller coaster economy throughout the U.S. and Europe will certainly have a significant impact on branding in 2013.”

2013 Predictions

  •     Frugality is the new normal. Doing more with less will continue to reign supreme over marketing budgets as brands maintain a "wait and see" attitude given the business as usual outcome from the November Presidential election and the forecasted unsettled economy in both the U.S. and Europe. Brands will lean on strategic partners to do more with less and elevate brand performance with fewer resources (people, time and money). Not only will strategies be supported that will give corporations and brands the highest return on their investment, branding partners will need to prove ROI in advance.
  •     Keep me in the know. Consumers expect brands to keep them well informed, especially when circumstances have a direct impact on them. The more "in the know" consumers feel about the brand, the more they will trust the brand. The more trusted the brand, the more leverage it will have with consumers. The more leverage the brand has with its consumers, the higher the brand value. This was very apparent during Hurricane Sandy when those banking, utilities and communications companies that kept in touch with their customers every step of the way received the highest marks. Those who kept their customers in the dark (some literally) are still reeling from a tarnished brand image. Consumers simply will not accept excuses for not being kept informed, especially given the multitude of ways in which brands can communicate with their consumers.
  •     A clear mobile connection. The role of mobile marketing will increase momentum and will be an instrumental vehicle for brands connecting with consumers. According to the Digital Buzz Blog, by 2014, the mobile internet should take over traditional desktop internet usage. Those brands with a mobile presence will be sure to stay personally connected with their constituents. Whether used to find out more information about a brand, search the latest stock performance, find the closest retail location, compare prices between retailers or obtain real time consumer feedback, brands will soon learn that mobile marketing is becoming a vital part of staying in front of the competition.
  •     Some industry predictions. The auto, technology, telecommunications and healthcare industries will experience growth in 2013. Given that these industries are comprised of consumer-facing brands, the most successful will be those brands that continue to find ways to differentiate themselves, especially on how they connect with consumers and prove their overall value — design, performance, service, price and overall added value to improving quality of life. The finance, utilities, energy and consumer staples industries will continue to struggle throughout 2013. The finance, utilities and energy industries will be faced with continued negative press surrounding issues of mismanagement, poor service, high prices and a lack of consumer trust, all of which will lead to the need to improve brand reputation. Every day, consumer staples will struggle with balancing the increased cost of goods sold with what consumers are actually willing to spend. The only possible exception could be the luxury tier within a range of industries where consumers may feel the need to reward themselves, especially coming off of a challenging 2012. This would positively impact cars, fashion, health & beauty, travel & leisure, dining and entertainment.

“Outlooks and predictions will certainly be aplenty as we start the New Year,” added Russ Napolitano, Chief Operating Officer at CoreBrand. “These will be based on past history (hard data, facts) and emotion (soft data, gut instinct). The intention is to keep companies thinking about their brands and the potential internal and external forces that can impact them in 2013.”

About CoreBrand

CoreBrand, an independent branding firm based out of New York City and Los Angeles, specializes in practical and applicable brand research, strategy, identity and management for global companies of all sizes and in all sectors. As the creator of the Corporate Branding Index®, a 20 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, CoreBrand is the only firm that links brand identity to financial performance through data and analysis. With a focus on using brand as a business asset to improve corporate value, CoreBrand creates the measurable difference. To learn more about CoreBrand, please visit


For more information or to schedule an interview with a CoreBrand representative, please contact Katherine Herring of LEVICK at 202-973-1315 or kherring(at)levick(dot)com

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