One thing for sure is that regional brands that truly comprehend what Singaporeans want in 2014 are set to grow exponentially.
Sometimes called brand management, brand activation focuses on creating an emotional long term connection between the customer and the brand. In Asia, the year 2014 looks to be one of evolving priorities and mind-sets. Despite political upheavals and unpredictable growth, Singapore will its pace of moving forward, pushing their consumers to demand brands that help them become more balanced and better managed.
Singapore, along with the rest of Asia, has needs that are rapidly changing. At the moment there are opportunities that are unlimited and ripe for the picking. To attain the priceless favor of consumers, you will need to be a brand that champions change, one that gives voices to the masses’ concerns. Here are the top 5 brand activation trends 2014 in Singapore.
Personal Safety, Health and Security
One key priority in the year 2014 will be personal safety and health. Consumers in Singapore will want to focus their attention and their money on brands that will help them acquire top health and safety. Consumers from Singapore will embrace the greatest and latest innovations of safety and health in 2014.For example, consumers will willingly spend for organic products such as clothing and food. This is one trend that shows no signs of slower growth. In addition, also encompassed by this trend is the Personal Data Protection Act (PDPA) of Singapore. To keep personal data protected, the PDPA is a law established that keeps personal data protected.
This way, individuals’ rights of data protection are recognized. This includes rights of correction, access, disclosure, use and collection. This law will come fully into force on July 2, 2014, just when consumers will need it the most.
Thinking Small
In Singapore, especially in 2014, there is a higher premium for each square meter. For this reason, brands that are looking for opportunities in the months coming will do well to think small. The goal is to get maximum results for the least effort. Creating comfortable, creative and efficient brands that promote micro-living is one trend you can’t ignore.Think in terms of hidden, flexible, portable, cantilevered, vertical, modular, stackable, foldable and compact. Examples of this are the Armadillo-T foldable electric car developed in Korea, the mini washing machine you can mount on a wall by Daewoo and compact solutions of furniture by IKEA.
Becoming Involved
As 2014 begins, there is a trend of civic consumers expressing desires to become involved in efforts to solve issues of society. Brands considering how to include, incubate, support and foster enthusiastic consumers of Singapore will take the cake. Participating in relief efforts for earthquake and flood victims in parts of Asia is something Singaporeans have enthusiastically done and this is a trend that will continue throughout 2014.Being Frugal
Middle class Singaporeans who are making more money and beginning to spend more on luxury, electronics or clothing will still be unable to let go of their natures of being frugal. They seek access and status but at price points that are less intimidating and more affordable. For this reason, companies that specialize in selling branded second-hand clothes and luxury handbag for less will profit.
Kenneth FabianAbout the Author:
Kenneth Fabian, Founder & Owner of OGL Asia - a brand activation company specialising in Events, Exhibition and Design Communications since 1989. With 27 years of experience, Kenneth was able to gather the right contacts, strategies and resources to ensure an effective brand engagement.
