Besides sustainability, Metaverse (virtual reality) is a current trend.
In that context we remind brand owners of Second Life.
Already 10+ years ago many brands engaged in one of the first metaverse. Some brands bought ‘real estate’, sponsored content, opened stores, participated in ecommerce, and engaged with 10s of millions of users and players.
In terms of branding and marketing communication it was correct and reasonable to be active there. It was wrong to have high expectations.
Neben Nachhaltigkeit ist Metaverse (virtual reality) ein Zukunftsthema.
Markeninhaber erinnern wir in dem Zusammenhang an Second Life.
In einem der ersten Metaverse engagierten sich bereits vor mehr als 10 Jahren auch zahlreiche Marken. Viele eröffneten Shops, nahmen am Ecommerce dort teil und warben um die zig Millionen User und Spieler.
Es war für Marketing und Kommunikation damals richtig, sich dort zu engagieren. Es war falsch, mit zu hohen Erwartungen daran zu gehen.
We all are wishing you a joyful and successful New Year.
Only the very best for 2022,
stay healthy!
Wir alle wünschen Ihnen ein fröhliches und erfolgreiches neues Jahr.
Für 2022 alles erdenklich Gute,
bleiben Sie gesund!
Sustainability was a dominating issue during 2020 and 2021.
For proprietors of brands that wasn’t new. Strong brands have been sustainable since forever. And the products are defined by a longer lasting lifecycle.
Your fountain pen from Montblanc is for life, as are the Hermes scarves, and Louis Vuitton bags.
The watches from Omega, Chopard, Patek Philippe, TAG Heuer, Breitling, etc. are passed on to the next generation. The booming market for vintage watches in 2020/21 is proof of sustainability and the underlying product and brand worth. The same is true for Steiff and Lego toys.
Zippo offers a lifetime warranty. It does not get any more sustainable.
The strongest automotive brands like Ford, VW, Porsche, Mercedes Benz, Toyota are defined by their longer lifecycle and higher resale value. While Tesla is all about sustainability.
And even in ‘consumables’, the products from strong brands last longer. You can wear Levis jeans for years. The same is true for Hugo Boss suits, Stetson hats, shoes from Alden, Church or Sperry, the Ferragamo ties, and Polo Ralph Lauren tennis shirts (aka “Polos”)
It comes as no surprise, many of the younger brands originate in workwear. Where longevity and sustainability matter. Examples are Carhartt, Wellensteyn, Eberhard Strauss, just like Levis originally.
If the trend towards more sustainability at consumer level lasts, brands will enjoy a a very bright future.
