"It is no longer enough for consumers to believe that brands are sincere in their communications; that has become cost of entry. To succeed in 2007, brand communications must not only be transparent, but offer some additional value before the audience will even tune in."
Hayes Roth, Chief Marketing Officer
Landor Associates

"The sports industry is booming like never before. A multi-billion dollar global business on the cutting-edge of entertainment, new media technology, and marketing synergies, the sports industry will continue to boom. However, amid the prosperity, the consumer of sport—the fan—has never been harder to reach…. To date, fantasy sports have changed the way major sports are viewed. A multi-billion dollar industry [in its own right], it has yet to be fully embraced by blue-chip marketers…. I expect that to change as the industry continues to grow by leaps and bounds, not to mention the prime demographic [comprising] influencers."
John Meindl, President/CEO
Sports Branded Media Inc.

Some Things Don't Change
"I believe we will see more and more brand extensions over the coming years. An example of this would be World Gym creating its own line of energy drinks. (This is strictly a hypothetical example.) While World Gym does not have a core competency in energy drinks or nutritional supplements, it could leverage its brand as experts in the physical fitness industry to create relevance and credibility for extending the brand into other niche markets. As companies with established brands gain more awareness in the marketplace, the brands become a commodity that can be used to leverage new products into new markets with a reduced amount of risk and a reduced barrier to entry."
David P. Smith, President
Envision Creative Group

"Brand identity is more important in 2007 than ever before for small and midsized companies, which need to establish some recognition before they go out and try to sell their unknown products and services. Integrated marketing communications and brand consistency across functions and divisions are imperative."
Todd Baer, Creative Director
Baer Design Group

Think Good and Green
"As we look to the future of branding, my thoughts have moved toward inspiring and guiding our clients to create new ideas, products, and experiences that make our world a better place. The tipping point of 'green thinking' has arrived and more and more people will search for ways to participate or choose brands that are actively making a difference. I believe—and I am optimistic—that we are moving toward something new: an era of new opportunity."
John Creson, Executive Creative Director
Addis Creson

"Sustainability will be a theme that resonates with consumers as it becomes better understood; and it will be a focus for companies looking to do well, while doing good."
Peter Dixon, Creative Director, Retail Design Practice
Lippincott Mercer

"More and more celebrities are supporting environmental causes and 'going green' with emphasis on supporting alternative energy sources…. Cause-related marketing and PR will continue to rise among brands as an effective tool to 'achieve success by doing good.' Socially conscious baby boomers—who are now in the decision-making roles in corporate America—are driving this trend, as are consumers who are much more likely to buy products from companies they perceive as socially responsible and supportive of causes."
Rita Tateel, President
The Celebrity Source

The Corporate Landscape
"[Worldwide,] 2006 saw some of the most heightened activity in mergers and acquisitions, across all sectors of the healthcare industry. As pharma and biotech converge to form potential powerhouses of the future, companies are going to have to look hard and fast at the role of the corporate brand as never before.

"Recent levels of attrition in both pipelines and the rate of new drug approvals coupled with some substantial patent expiries looming on the horizon, will continue to challenge the way in which companies approach both the development and management of their product brands. The watchword for the industry in 2007 will be how to make brands work smarter."
Rebecca Robins, Global Marketing Director
Interbrand Wood Healthcare

"[In Europe] I predict a shift from companies focusing on building their brand experiences to building their customer experiences. With good clothes you notice how good the clothes look, with great clothes you notice how great the person looks: so [it goes] with great brands—customers shouldn't notice the branding, but the great experience."
David Hensley, Senior Partner
Lippincott Mercer London

"[In Eastern Europe] there is a certain surge of the demand of branding jobs, mainly in the product branding and packaging areas. The shelf has been rather dull until now, and the EU accession brings also a tide of better-designed Western products, which put the local brands at a disadvantage in front of the consumer. Rapid change of consumer lifestyles is another factor to accelerate this trend."
Aneta Bogdan, Managing Partner
Brandient

"[In Asia,] even as media gets fragmented with more customer touch-points than ever, the importance of brand building cannot be overstated. To a large extent, the customer still buys with his heart rather than his head, and so it's imperative that clients and advertising agencies continue to project the right brand image for a product or service by investing in brand building."
Suresh Kumar, Creative Group Head
Gosh Advertising Pte Ltd Singapore

"[In the US,] corporate fraud, misdeeds, and lies will continue to be major problems for global and national corporate brands. Most corporations are still not walking the talk to become more honest, transparent, accountable, humble, and consistent to build long-term excellent reputations. As a result, a growing trend with corporation brands continues to be corporations with reputations in crisis.

"Ironically, fraud and corruption in the corporate world is so bad that simply doing the right thing has become a major differentiator."
Mike Paul, President and Senior Counselor
MGP & Associates PR

My own branding prediction? 2007 will continue to follow the laws of nature: only the fit will survive.

[12-Feb-2007]