Futures feed

Re-locality Branding

Dec 04, 2019

As our world becomes more open, global and accessible than ever before, we are no longer defined or limited to our origins or geographic locations. However, as as our global networks and access increase, consumers are looking for closer, more personal connections that capture the nuances of their subculture. And, as such, brands are defining a renewed approach to locality for their customers.

In this month’s Futures feed - Re-locality Branding - we explore how brands - from sectors as diverse as food and drink, fashion, tourism, hospitality and retail - are applying location specific data and creating new meaningful in-person connections and experiences to engage local audiences.

In Re-locality Branding, we define five emerging themes of change, which are brought to life with groundbreaking insights, opportunity areas and best-in-class case study examples.

Four key themes of Change
1. Global Locality

Mass brands are capturing hyper-local nuances and subcultures as a platform to celebrate the real origins and roots of place

2. New Foraging

City-dwellers are being invited into new journeys of discovery and urban trails of horticulture and local cultural reconnection

3. Smart Tourism

Intelligent strategies are being implemented that help drive tourism without over-saturating the market

4. Tangible Kinship

Brands are diversifying their spaces to become places for in-person conversation and hubs for congregation and meaningful connections

5. Intuitive Neighbourhoods

Location specific data and sustainable innovation are helping neighbourhoods to be self-sufficient and adaptive for the citizens that live there

What is the opportunity in this space?

- Provenance is being reimagined and the cues of craft, heritage and exclusivity no longer solely define relevance. As such, technology, data and intuitive solutions are providing the opportunity for brands to create resourceful, efficient, modernised and differentiated solutions.

- Create new places and moments for kinship by opening brand worlds and experiences that foster meaningful connections, between both existing communities and strangers.

- Work with local communities to understand the values of genuine cultural nuance - instead of capturing cultural clichés - and create design that is truly fit for place.

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