{"id":9378,"date":"2021-12-17T22:50:00","date_gmt":"2021-12-17T22:50:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=9378"},"modified":"2023-08-01T18:32:25","modified_gmt":"2023-08-01T18:32:25","slug":"three-branding-trends-to-know-for-2022","status":"publish","type":"post","link":"https:\/\/prophet.com\/2021\/12\/three-branding-trends-to-know-for-2022\/","title":{"rendered":"Three Branding Trends to Know for 2022"},"content":{"rendered":"\n
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Three Branding Trends to Know for 2022<\/h1>\n\n\n\n

Launching products and services in new subcategories is increasing, fueled by AI and social commerce.<\/p>\n<\/div>\n\n\n\n

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This year presented new challenges and unexpected surprises for brands. After 2020, companies were pushed to become more innovative to meet raised consumer expectations and behaviors around digital experiences. In 2021, consumers began to travel again, brick and mortar retailers, restaurants, entertainment venues and in-person businesses \u201copened up\u201d with new rules and regulations, and employers sought creative ways to keep their employees happy amidst the \u201cGreat Resignation.\u201d Some brands have navigated this tumultuous time better than others. Over the past year, I’ve observed three accelerating branding trends that are affecting nearly every business. The brand leaders of tomorrow are going to be riding these waves rather than swimming against them.<\/p>\n\n\n\n

To make a splash in 2022, you\u2019ll need to know these three branding trends:<\/p>\n\n\n\n

1) Subcategory Competition<\/h2>\n\n\n\n

There is a growing trend of organizations realizing that real growth will almost always have to involve disruptive innovation, the creation of a set of \u201cmust-haves\u201d that will define a new subcategory competition<\/a> for which competitors will struggle to be relevant. It\u2019s hard to find examples of growth surges that were not driven by subcategory creations. Consider the Prius, Tesla, Dollar Shave Club, Airbnb, Amazon Alexa, and so many more that created and leveraged new subcategories.<\/p>\n\n\n\n

This trend has been put on steroids by the digital world. The emergence of IoT and AI provides new avenues for subcategory creation. The presence of social media, websites and digital communication means that the introduction of a new subcategory no longer needs expensive advertising with a long lead time. And e-commerce options avoid the need for getting a retail presence or creating or accessing a salesforce. As a result, new subcategories are now more frequent, scale faster and have a higher impact than ever before.<\/p>\n\n\n\n

Implications for brands:<\/h3>\n\n\n\n