That is the question posed by BDI member TDG in this Thought Leadership piece. For a few short weeks, the London 2012 Games was a catalyst for initiatives that put many brands in the spotlight. But now that our memories are starting to fade, what can brands do to remain relevant and front of mind in 2013?

TDG believes that they can take inspiration from six key trends that have emerged in the wake of the Games and that may provide opportunities for your brand: Escapism; Heritage; Regionality; Community; Authenticity; and Seasonality.

Escapism
The Games captured the very best of human spirit and gave cause for celebration in the midst of an otherwise very gloomy global outlook. By inspiring imaginations and offering a heartening alternative to reality - brands can lift us a little from the everyday (think Cadbury’s Joyville), and in doing so give themselves a lift, too.

Heritage
Following a very patriotic year, with Britain’s renewed sense of pride in its own heritage, there’s opportunity for brands, too, to tell authentic stories about their roots and uniqueness - both at home and internationally.

Regionality
Having showcased Britain’s capabilities to the world, ‘Brand Britain’ has had a boost. It may also be possible to be more specific and boast of roots in a specific region.

Community
Our summer of celebrations reminded us how poignant collective experience can be. There is potential value in building a sense of community around a brand by creating personalised and shared experiences.

Authenticity
What we witnessed at the Games was real talent, real passion, and real determination. Not instant fame. Many of the Paralympic athletes humbled the nation with their life stories, and their exceptional grit and courage - so maybe people will begin to look for more beneath the surface. For brands, this means transparency and having a ‘real’ story to tell.

Finally, the usual suspects - value and seasonality
Value for money will continue to occupy shoppers’ minds in a big way - communicating a sense of value (in whatever form takes) will be important for most. And seasonal occasions, as always, will provide opportunities to generate interest around key occasions.

Contact: Michael Pagan, Associate Director Planning & Research, TDG

+44 (0)191 284 5334, [email protected], www.tdgbrand.com

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