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SIGHTINGS A LOOK FORWARD: 11 Trends for 2011

SIGHTINGS A Look Forward: 11 Trends for 2011

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Keeping Things CloseRecently, consumers have been embracing everything “local” - from locally produced foods to local deals to local businesses. Whether motivated by environmental or economic concerns or a desire to be part of a community, it’s all about remaining close to home and the surrounding area. Many brands are not up on this trend and frankly may lose relevance and connection with their consumers by not going local themselves.

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Page 1: SIGHTINGS A Look Forward: 11 Trends for 2011

SIGHTINGSA LOOK FORWARD:11 Trends for 2011

Page 2: SIGHTINGS A Look Forward: 11 Trends for 2011

2 ANTHem’S TreNdS for 2011

11 TreNdS for 2011

CoNSUmerLocal: A Place Unlike Any Other 3

Give Me a Break 4

Change is the Only Constant 5

We, the Ordinary People 6

mArKeTINGNeuromarketing: The Teenage Years 8

Life, Liberty, and the Pursuit of Happiness 10

The American Dream Thrives 12

No Free TV 14

BUSINeSSFlat Marketplace 15

Eye on China 16

Small is Big Again 17

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Keeping Things CloseRecently, consumers have been embracing everything “local” - from locally produced foods to local deals to local businesses. Whether motivated by environmental or economic concerns or a desire to be part of a community, it’s all about remaining close to home and the surrounding area. Many brands are not up on this trend and frankly may lose relevance and connection with their consumers by not going local themselves.

Today’s consumers no longer want to see monotony in the marketplace, and they no longer want to be seen as homogeneous. They respect companies that take into account their individuality. When businesses add a local touch, they are providing their customers with a sense of ownership, uniqueness, and pride that speaks to their sense of identity. You won’t find Tito’s Texas Cosmo anywhere else but Texas, and the locals will tell you such.

LoCAL : A PLACe UNLIKe ANY oTHer

LefT: The new store design at the 1st Avenue & Pike Street location of Starbucks in Seattle features columns, floors and ceilings that were preserved from existing local buildings and wood cabinets made from fallen trees in the Seattle area.

rIGHT: The mural outside the Trader Joe’s on Masonic Avenue in San Francisco reflects the city’s most famous landmarks: The Golden Gate Bridge, the Presidio, Haight-Ashbury, and the Palace of Fine Arts.

CONSUMER TRENDS

While local businesses naturally have the upper hand on this one, it isn’t to say that national retailers can’t also capitalize on the movement. A few have done a great job of addressing the need for local relevance. Trader Joe’s adds a touch of local flair by featuring murals relevant to their store locales and selections from local producers, and Starbucks has been experimenting with concept stores that feature materials sourced locally. Whole Foods ensures a portion of its product mix is always sourced locally.

We believe companies that personalize and add a touch of regional pertinence to their offerings will be well poised to keep their customers loyal.

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The Rise of Random EngagementOut of the doldrums of the recession, a lethargic consumer base is starving for excitement. They’re craving activities out of the ordinary and they’re ready and willing to take a break from their everyday routines to engage.

From the performance arts to business, mediums providing relief in the form of “random engagement” are appearing at every corner. For example, when the city of New York installed over 50 pianos around the city as part of British artist Luke Jerram’s public art piece, “Play Me, I’m Yours,” locals and visitors were eager to play their favorite pieces to friends, family and crowds of passersby. Food trucks who often post their random locations just hours ahead of lunchtime are another example, having dedicated followers who will gladly partake in across-town hunts for their beloved fish tacos and crème brûlée treats.

Then there are flash mobs, whose viewing audiences have been transformed from being

limited to those in just the surrounding areas to the internet world via YouTube and viral videos. It’s the ultimate vehicle to catch unsuspecting viewers by surprise. It’s been so effective in fact, we’re beginning to see more and more companies sponsor flash mobs and join in on the trend. However, while these flash mobs might be capturing the eyes of consumers, they won’t help them connect to your brand unless the program is made brand relevant. Suave’s recent New York “hairography” flash mob, for instance, was a success. It not only made the dancers’ hair the stars of the performance, but also provided free giveaways and virtual stylists consultations through Suave.com for the public to engage in at the event.

So, the challenge now is creating planned spontaneity that matters. Create a campaign that will engage your consumers, surprise them, and give them a welcome break from their everyday tasks, while at the same time exposing them to the benefits of your business, products, or brand.

GIVe me A BreAKA “Play Me, I’m Yours” piano in the Astoria neighborhood of Queens in New York City.

CONSUMER TRENDS

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What Do the University of Oregon Ducks and Greek Philosopher Heraclitus Have in Common?

CHANGe IS THe oNLY CoNSTANT

The Oregon Ducks’ BCS National Championship Game Day uniforms designed by Nike are just one of the team’s many. Nike has designed so many uniform combinations that many view the Ducks as the testing grounds for Nike’s fashion design team.

CONSUMER TRENDS

They both embrace the concept of change. Way back when (c. 535–475 BCE to be precise), Greek philosopher Heraclitus introduced the idea that change was central to the universe saying: “Nothing endures but change.” Now, in a more modern representation, the Ducks football team of all things, with the help of their Nike sponsor, have taken on an element of change and the “unexpected.” The team updates their jerseys so often that they now have over 384 uniform combinations at their disposal for game day. Sure, Heraclitus probably didn’t exactly have the Ducks in mind when he suggested the concept, but aspects of the nearly 2,500 year old philosophy reign true even today.

These days consumers are not only accepting the constant change going on around them, but are actually coming to desire and reward it. The Ducks, for example, have been deemed by many as the trendiest team in the league and replicas of their many jerseys are sought after assets. In another application of change, we see popular deal websites like Groupon meeting with great success, posting different deals on a daily basis. Once consumers purchase their Groupon for their local bakery, they’ll be sure to find a new deal the very next day. Then there’s the long-standing ‘limited edition’ line of everything from apparel to food that keeps consumers anticipating the next big thing.

Our society is now continually on the move, with technology aiding this trend in a big way, equipping consumers with real-time, quick information while on the go. With this pace, they are absorbing new information at an unprecedented rate and are becoming restless faster than companies have the ability to respond. Despite the thinking that people hate change, these days consumers are actually anticipating and desiring it. Companies need to act fast, feeding consumers fresh, innovative, and clever campaigns in order to retain their attention. Whether it be in the form of a limited product offering, a short-term special pack with nostalgic design, or even an updated identity, companies need to create anticipation around their brands, providing the change that consumers are itching for.

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Power to the PeopleThis has been a trend in the making for years, but is growing even more pronounced. Over the last decade, consumers have been trusting institutions less and themselves, their friends, and their family more. Who needs newspapers when I now have access to blogs? Who needs doctors when I have WebMD? Who needs restaurant critics when I have Yelp?

Other areas of study that have long been entrusted to “the experts” are being ceded to amateurs. Take macroeconomics. After this last great recession, economists have lost a degree of trust. This has led to the rise of “do-it-yourself” macroeconomics, as reported on by The New York Times. Ordinary and informed citizens are leveraging public data to do their own number

We, THe ordINArY PeoPLe

BeLoW: In 2010, Sarah Palin addresses a crowd of about 5,000 “tea partiers” in Boston, MA near the site of the original Boston Tea Party event.

crunching, drawing their own conclusions when the unemployment numbers come out.

The rise of Populism, a political party that represents “the interests of ordinary people,” is additional evidence of this trend. From Sarah Palin—seen as a “hockey mom” herself who lives in Wasilla, AK—to the Tea Party Movement, the grassroots swell that had significant political impact in the 2010 mid-term elections, real people are wanting a voice and definitely are having an impact.

The question for brands is—how do you engage with the “ordinary people” to create a connection and dialogue with your brand which is so critical in today’s marketplace?

CONSUMER TRENDS

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BeLoW: Ree Drummond writes in her blog, “The Pioneer Woman,” about going from “black heels to tractor wheels,” living in the country after growing up in California. Her blog gained widespread recognition and Drummond has now become a New York Times Best Selling Author with her cookbook, “The Pioneer Woman Cooks.” What’s next? Columbia Pictures will be bringing her story to the big screen with Reese Witherspoon rumored to be playing Drummond.

The “Famous” OrdinaryThere are several celebrities who are liked because of their assumed “ordinariness,” and yet some step back and say that at this point, “What’s so ordinary about Sarah Palin or Kim Kardashian?!”

On the other hand, you do have some “ordinary” folks who started as bloggers who have gone and turned their lives into significant dollars. There are several examples of bloggers turned authors that then sold their stories for film—think Julie Powell of “Julie & Julia” fame. Then there’s also Ree Drummond’s blog, “The Pioneer Woman,”

CONSUMER TRENDS

which will be adapted as a major motion picture, and Molly Wizenberg, whose blog, “Orangette,” led to a book deal and a monthly column in Bon Appétit magazine. Today, these “ordinary people” really are making themselves famous.

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NeUromArKeTING:THe TeeNAGe YeArS

Neuromarketing Enters the MainstreamThe field of marketing has long been seen by some as corporate America’s evil manipulation “science.” Even the bestselling author and well- known marketer, Seth Godin, concedes in a blog post in 2009 that “some” marketers are evil:

“I think it’s evil to persuade kids to start smoking, to cynically manipulate the electoral or political process, to lie to people in ways that cause disastrous side effects. I think it’s evil to sell a patent medicine when an effective one is available. I think it’s evil to come up with new ways to make obesity acceptable so you can make a few more bucks.”

Whether you believe marketing is good or evil, the case in favor of neuromarketing continues to gain strength. Despite the ongoing ethical debate around the technology and its application in the business world, the demand for “true” unbiased consumer data is stronger than ever. It’s no longer a question of whether neuromarketing as a field will survive; rather the discussion will need to shift to how and when the technology will become more accessible and thus more widely used and applied.

Over the past two years, the industry has made significant progress in terms of credibility of

both the suppliers and the clients seeking the work. An increasing number of mainstream articles have been published citing results from neuromarketing studies. From the Campbell’s soup redesign in February 2010 to news of “political neuromarketing” used to create emotionally charged campaign advertisements during the 2010 elections, Americans are getting more and more used to hearing the term. In December 2010, just in time for the holidays, Fast Company published an article about how luxury goods affect the brain and actually drive more purchases. The trend of “neuromarketing” becoming a common term in the marketing lexicon will continue as major firms like Google, CBS, Disney, Frito-Lay and A&E Television

Newt Gingrich’s “The Spirit of Washington”—a neuromarketing based TV spot use in the 2010 campaigns.

MARKETING TRENDS

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continue to use neuromarketing to test consumer impressions.

Despite the increase in usage and reference of neuromarketing, nearly every article on the subject addresses the strong anti-nueromarketing side. However, it is unclear why the concept of applying neuroscience in marketing should cause such a stir—surely this is not new. The study of psychology and marketing have long been intertwined. In the early twentieth century, Edward Bernays, nephew of Sigmund Freud, spent his time studying consumers’ subconscious desires in order to sell products. He was successful in his endeavors and is attributed with convincing women that smoking was a sign of liberation, as well as persuading consumers in North America that bacon and eggs was a healthy breakfast. One could then explain that neuromarketing is a natural evolution of the study of psychology and marketing with more sophisticated tools (neuroscience) to evaluate the consumer’s behavior and decision making process.

We tend to agree with Mr. Godin who, later in the same blog post, asserts:

“...marketing works for society when the marketer and consumer are both aware of what’s happening and are both satisfied with the ultimate outcome.”

Neuromarketing is a field worthy of exploration. As the body of knowledge on the technology and research behind neuromarketing continues to grow, marketers and consumers alike should spend their time understanding the field and the potential impact of the science before wasting any more energy on the ethical debate. There is no going back!

A study of our own subconscious by Sigmund Freud’s nephew convinced us that bacon and eggs was the

best way to start our days. More bacon, please!

MARKETING TRENDS

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We Search for Happiness ...Marketing happiness isn’t new. Look at the McDonald’s Happy Meal. Yet there has been a renewed focus on positioning around “happiness,” which started pre-recession and has become more pronounced post-recession. Tony Hsieh, the CEO of Zappos, wrote a book, “Delivering Happiness,” that advocates creating a brand and managing a business based on the science of happiness. The authors of “The Dragonfly Effect” suggest that brands should design “happy” experiences.

And perhaps this is exactly what brands should do. Even Aristotle said, “The highest good is happiness.” And according to a worldwide study, if you ask people what they want in life, “happiness” is at the top of the list - happiness for themselves, their family and their community. Many preach this focus. For example, Nic Marks, the founder of the Centre for Well-Being at the UK think tank New Economics Foundation, advocates for measuring happiness instead of GDP. You have the country of Bhutan that takes just that approach, running the country based on the importance of happiness to its people, measuring “Gross National Happiness.” Another think tank, Legatum Institute in London, ranks the happiest countries in the world, with a focus on prosperity. According to their study ranking 110 countries, Norway, Denmark, and Finland, respectively, top the list.

... And Brands Answer the CallAround the world, marketers are answering the call, promising that their brands can help secure this elusive feeling. From Coca-Cola globally to Gas Natural Fenosa in Spain to Vedanta

LIfe, LIBerTY, ANd THe PUrSUIT of HAPPINeSS

India’s Vedanta Aluminium brandline— “Mining Happiness. For the people of Orissa.”

MARKETING TRENDS

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Aluminium in India. Yet, happiness likely means different things to these consumers around the world. The Geography of Bliss, the book by Eric Weiner, charts his travels through different countries and chronicles each country’s view on happiness. While some commonalities might be drawn, he highlights the differences across them.

Perhaps “happiness” has gone global, yet a marketer should first ask—can I truly deliver happiness? Is this a promise every brand can truly make? It may require digging deeper to really

ToP LefT: Coca-Cola’s campaign, “Open Happiness” BoTTom LefT: ELLE Korea’s “Share Happiness” charity campaign ToP, rIGHT: Gas Natural Fenosa from Spain— “Happiness is Home Generated” BoTTom rIGHT: Always’ “Have a Happy Period” campaign

understand your product’s role in the consumer’s life. At minimum, what may be most important is ensuring that the happiness message used is culturally relevant - specific to how happiness is viewed in each respective country in which you market.

MARKETING TRENDS

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THe AmerICAN dreAmTHrIVeS

Risk Appetites Increase While Barriers to Entry DecreaseWe’ve often heard that small businesses run the economy, and when one looks at the stats, it tells a very convincing story.

As the recession recedes, the unemployment numbers remain less than optimistic, fueling this trend even more. The steady lack of employment

continues to energize more people than ever to embark on their American dream. These aspiring individuals are young and old alike - from the freshly minted college graduate who grew up hearing about the Mark Zuckerbergs and Jimmy Wales of the world to the laid-off worker with long repressed dreams to strike out on his own.

As they set out, these soon-to-be entrepreneurs are finding an ever-growing number of services and products that are designed specifically to make their new start-up life easier. From incubators to online resources, it’s all available. It’s the small business “perfect storm:” a growing worker base that is becoming less risk averse and more entrepreneurial at the same time that the barriers to entry for starting a business are decreasing.

There are a host of tools and resources available to facilitate these new found entrepreneurs. From affordable commercial kitchen space for rent (La Cocina in San Francisco, Flatiron Kitchen in Manhattan) to legal and filing services like Legal Zoom, there is assistance available on every (virtual) corner. San Francisco, in particular, has seen a surge in incubators in the past year—dedicated spaces which house multiple early stage companies and provide office and support services at a low cost. This phenomenon is creating powerful networks of entrepreneurs who may grow up to be powerful and influential business leaders.

STATS: The estimated 29.6 million small businesses in the United States:

Employ just over half of the country’s • private sector workforce

Hire 40 percent of high tech workers, • such as scientists, engineers and computer workers

Generate a majority of the innovations • that come from United States companies

Include 52 percent of home-based • businesses

Represent 97.3 percent of all the • exporters of goods

Represent 99.7 percent of all employer • firms

MARKETING TRENDS

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The business community is starting to tap into this growing base, as well. American Express was one of the earlier companies to target small businesses with their OPEN platform. Now most of the heavyweights like the Wall Street Journal and New York Times have dedicated “Small Business” sections offering an abundance of free information and resources. On a more individual level, there are endless blogs written by and for small business owners including Duct Tape Marketing, Small Business Trends and Entrepreneurial Mind. And as a sure sign of the times, there are numerous specifically tailored apps to help entrepreneurs grow and thrive. Examples include Prosper, a peer lending service, or FreshBooks for online invoicing.

Government regulations can also support or facilitate the starting of a business. In the United

States, it takes only 6 days to start a company. Compare that with 120 days in Brazil or 47 days in Spain. However, even 6 days seems long compared to New Zealand, the clear winner—just 1 day and you’re in business! In fact, the U.S. government offers extensive resources that are surprisingly easy to navigate—their website www.sba.gov has been newly redesigned for greater ease of navigation.

So what’s next? Will the new paradigm include an ever growing collection of small businesses and a return of the “mom and pop” shop culture (even if the “mom and pop” shops live exclusively on Etsy)? Or, will these businesses grow up with the hopes of being acquired and the founders retiring early? One thing we know, small businesses will continue to fuel the economy for the foreseeable future.

LefT: Legal Zoom, legal filing services BoTTom: Kitchen space for rent at La Cocina, a San Francisco incubator kitchen rIGHT: American Express’s Open Forum provides endless advice and assistance for small business owners

MARKETING TRENDS

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What Are You Paying For–Content or Convenience? Not so long ago families and friends gathered to watch programmed TV on TV. They paid a sizable subscription fee for cable or satellite services and sat through advertisements.

Now almost anywhere and more often solo, people are watching TV and movies on any number of devices (e.g., iPad, computer, phone) or connected devices (e.g., Blu-ray, wii, Netflix box, AppleTV, DVR). By the way, people are still probably also paying for cable or satellite services.

There are now so many companies—Netflix, Hulu, AppleTV, iTunes, Sears (Alphaline Entertainment), and Google TV—to name several—each distributing content and each with their own pricing strategy and unique set of features and benefits. Let’s start with Hulu. At first glimpse,

Hulu, Apple TV, and Netflix are just some of the options

consumers have today to view their favorite TV shows.

it’s free TV (and some movies). No, not free—consumers still have to sit through ads. The content is also usually limited to the most recent 4 to 5 TV show episodes and must be watched on a computer. Consumers can upgrade to Hulu Plus for $7.99 per month to get a mobile app that allows them to watch on an iPhone, iPad and iPod touch. They still have to watch ads mind you and almost 90% of the content is the same as on the basic Hulu. You’re buying portability. Check out Netflix—they will stream a limitless number of movies to any computer or set-top box for just $7.99 per month. May sound awesome; however, if a consumer is dying to see a movie the day it is released on DVD, they can’t. They have to wait 28 days. Okay, let’s try AppleTV. The coolest feature is the slick TV user interface for which people pay $99 for the box. It’s in the name, but to reiterate, it’s only for TV, so no mobility. There are no ads but consumers have to pay a minimum of $1.99 per show/movie. Or consumers can access their Netflix account (remember $7.99/month) to watch videos. Confused yet? The marketplace is seeing an explosion of new devices, services, content, features and benefits that are beyond comprehension.

It’s not unlike the early days of cell phone plans, when it was impossible to do a straightforward comparison. Consumers are left to sift through endless options and make interesting trade-offs. So what are they really paying for? Time will tell how this market will evolve and develop. Who knows, media content such as newspapers and magazines may eventually end up following along a similar path.

The digital world may make us think things are free, but content and service providers need to make money somehow. No money, no content. No content, no watching TV. In the end, pricing and service offerings may be just as much about beguiling the consumer into paying for content as it is about creating marketplace differentiation.

No free TVMARKETING TRENDS

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Finding Growth Means Being Everything to EverybodyIn today’s business climate, driving topline isn’t easy in categories where growth rates are slowing to flat. Bottom line is just as difficult to manage in a business and economic climate that has demanded price declines, reducing prior years’ pricing actions, while cost pressures continue to squeeze margins.

In response, what we’re witnessing is a marketplace mash-up with retail channels no longer arranged in nice, neat buckets. You see Mass merchants like Target entering the grocery channel looking for more frequent shopping trips. The Drug channel is doing the same, seeking shopping occasions by expanding the amount of food they carry to be meaningful to urban shoppers seeking convenience.

We even see this expansion across categories into dayparts, especially with food and beverage establishments. McDonald’s focus on McCafé has led to tremendous growth of its morning offering targeted to steal share from the likes

of Starbucks. Starbucks is heading in the other direction, testing out selling beer and wine to expand its evening business. Subway offers its “Build Your Better” breakfast, and Jamba Juice has expanded its morning and afternoon offering with oatmeal and sandwiches.

For these businesses, traffic is key—once you have them in the door, what can you sell them? In other categories, you may ask how you can expand your brand’s reach—to different targets, to different price tiers, into new benefit areas, into new categories. Growth is the name of the game. It’s time to expand your reach.

fLAT mArKeTPLACeMcDonald’s addition of McCafé has positioned it as a direct competitor to the likes of Starbucks.

Target recently introduced fresh grocery in an effort to drive store trips and offer a one-stop-shop environment for their shoppers.

BUSINESS TRENDS

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eYe oN CHINABoom or Bust?China is the world’s fastest growing economy at 9.6%, growing almost four times faster than the U.S. economy at 2.6%. With the world’s largest population and amazing growth rates, everyone is looking to China to bolster topline growth.

Gap Inc. recently opened its first store (of four) in China. Additionally, Gap is selling to the large online Chinese consumer base of 420 million. Starbucks currently has nearly 400 stores in China and plans to up that into the thousands. Jeffrey Swartz of Timberland, the number seven

American footwear maker, speaks of their China expansion plans as if it’s modest:

“We have 110 stores in China and plan to more than double that in the next three years. It’s not aggressive because I don’t want to be aggressive, I want to be thoughtful.”

And it’s not just the large companies that are focused on this market. A recent HSBC study showed that more mid-sized companies ($20 million to $5 billion) see China as the country with the greatest growth potential. However, China is not a panacea for all companies. Technology companies are not faring as well due to the government’s censorship and security policies, as evidenced by Google’s recent withdrawal from the Chinese marketplace.

While China may be the key to topline growth for many, the country’s role in delivering bottom line results is starting to shift. Aside from government policy, the fundamental costs of doing business in China are up. The country’s accelerated growth has led to an almost 30% increase in labor costs in key cities. The basic costs of energy, land and money (interest rates above 5%) are on the rise, as well. Together these forces are putting pressure on Corporate bottom lines, leading to a big squeeze. Some companies are actually now leaving China, like General Electric. General Electric is moving water heater production back to the U.S. to Kentucky.

China is bound to be a factor in future business results. Yet, will topline growth prevail, or will rising costs eat away at the profits?

BUSINESS TRENDS

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The End of the Physical Mega-storeSome shoppers like the physical thrill of the hunt, wading through stores and merchandise, but with the ability to find almost anything online these days it begs the question of why a retailer needs a large storefront anymore. Blockbuster learned this lesson the hard way, and other retail outlets are going to be following suit. With Amazon’s online offerings, what’s the benefit of a big box bookseller? We are already seeing Barnes & Noble and Borders shutting down stores, while small independent booksellers that provide personal attention and specialization are holding strong.

It gets beyond just changing consumer purchase habits. There are business implications to running such large outlets. The real estate portfolio isn’t worthy of the investment anymore. An example of this—Dollar stores have been eating Wal-Mart’s lunch during this economic downturn. That is largely because of its pricing strategy, but another big factor is the size of their stores in comparison to a Walmart. For example, Dollar Tree stores on average are 8,580 sq. ft. vs. WalMart Supercenters, which are 185,000 sq. ft. Not only is there a cost to that retail space, but the demands on inventory turnover are greater to make a profit. Across a large store base, Dollar Tree is able to get the velocity it requires without a large store format. Given their competition’s rise and the formats success, even Walmart is continuing to pursue smaller store formats.

Perhaps the moral to the story is—when you have a new competitor enter your market with a revolutionary model, take heed quickly. Case in point: Barnes & Noble did and has a chance of survival; Borders did not and is on the ropes.

SmALL IS BIG AGAIN

While Barnes & Noble is shutting down stores, smaller format stores like Dollar Tree and express mediums like RedBox are thriving.

BUSINESS TRENDS

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Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services. For more information on Anthem, please visit http://www.anthemww.com.

© 2011 Schawk, Inc. All Rights Reserved. No part of this work may be reproduced in any form without written permission from the copyright holder. Schawk is a registered trademark of Schawk, Inc. The Anthem logo is a trademark of Schawk, Inc. All other trademarks are the property of their respective owners.

Contact:Kathy Oneto, Vice President, Brand [email protected]

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WORKS CITEd:

A PLACE UNLIKE ANY OTHER“Starbucks Reinvents the Store Experience to Speak to the Heart and Soul of Local Communities,” Starbucks.com, http://news.starbucks.com/article_display.cfm?article_id=232

GIVE ME A BREAK“Play me I’m yours: New York City 2010,” http://www.streetpianos.com/nyc2010/“Actress Sofia Vergara Joins New York Flash Mob Hairography Performance,” PRNewswire.com, http://www.prnewswire.com/news-releases/actress-sofia-vergara-joins-new-york-flash-mob-hairography-performance-93690094.html

CHANGE IS THE ONLY CONSTANT“Oregon Built Brand on Constant Change,” ESPN Sports, http://sports.espn.go.com/ncf/bowls10/columns/story?columnist=forde_PAt&id=6003943“Heads Up: Oregon National Championship Uniforms tonight,” Nike Blog http://www.nikeblog.com/2011/01/10/heads-up-oregon-national-championship-uniforms-tonight/“Oregon has 384 uniform combinations and not a thing to wear vs. Cal,” Yahoo.com, http://rivals.yahoo.com/ncaa/football/blog/dr_saturday/post/Oregon-has-384-uniform-combinations-and-not-a-th?urn=ncaaf-191577

WE, THE ORDINARY PEOPLEThe Pioneer Woman, http://thepioneerwoman.com/TLC

NEUROMARKETING: THE TEENAGE YEARS“is Marketing Evil?” Seth Godin Blog, http://sethgodin.typepad.com/seths_blog/2009/02/is-marketing-evil.html“Neuromarketing the 2010 Elections: Scoring Campaign Ads,” FastCompany.com, http://www.fastcompany.com/1700207/campaign-ads-and-neuromarketing“Crystal Ball Persuasion: Biometrics, Neuromarketing... Are Consumers Really Buying it?,” Brand Channel, http://www.brandchannel.com/home/post/2010/11/16/Neuromarketing.aspx“How Luxury Goods Affect the Brain and drive More Purchases,” FastCompany.com, http://www.fastcompany.com/1710433/how-luxury-goods-effect-the-brain“Neuromarketing History,” HubPages.com, http://hubpages.com/hub/Neuromarketing“Freud’s Nephew and the Origins of Public Relations,” NPR.org, http://www.npr.org/templates/story/story.php?storyid=4612464

LiFE, LiBERtY, ANd tHE PURSUit OF HAPPiNESStEd, Nic Marks, Aug’10The Geography of Bliss, Eric Weiner

THE AMERICAN DREAM THRIVES“Startup Fever: College Students Have it Bad,” BusinessWeek.com, http://www.businessweek.com/bschools/content/oct2010/bs20101015_395013.htm“Small business Blogs,” Forbes.com, http://www.forbes.com/bow/b2c/category.jhtml?id=320“the Entrepreneur’s Guide to Web 2.0: top 25 Apps to Grow your Business,” directoryAviva.com, http://www.avivadirectory.com/entrepreneur-apps/“San Francisco sees influx of tech incubators,” SFGate.com, http://articles.sfgate.com/2010-06-18/business/21915617_1_incubators-early-stage-social-media“Small Business impact on the Economy,” SCORE.org, http://www.score.org/small_biz_stats.htmlLa Cocina, San Francisco, http://www.lacocinasf.org/about-la-cocina/“A Kitchen-for-Rent is a Lifeline for the Laid-Off,” NYtimes.com, http://www.nytimes.com/2010/12/15/nyregion/15kitchen.html?_r=1

NO FREE tV“is Hulu Plus Worth the Cost (and Commercials?)”, FastCompany.com, http://www.fastcompany.com/1685265/is-hulu-plus-worth-the-cost-and-commercials“What the hell is going on with tV?,” CNN.com, http://tech.fortune.cnn.com/2011/01/03/what-the-hell-is-going-on-with-tv/“Sears, Netflix’s Newest Competitor,” the Atlantic Wire, http://www.theatlanticwire.com/opinions/view/opinion/Sears-Netflixs-Newest-Competitor-6377“Here’s how Netflix’s pricing model reinforces strategy changes,” intrepid ideas Blog, http://www.spruancegroup.com/blog/bid/33239/Here-s-how-Netflix-s-pricing-model-reinforces-strategy-changes“Hulu Plus Emerges From Preview, Cuts Price By two dollars to $7.99,” RealSEO.com, http://www.reelseo.com/hulu-emerges-preview-cuts-price-dollars-799/“Free video site Hulu explores premium pricing,” USA today, http://www.usatoday.com/tech/news/2010-02-03-hulu03_St_N.htm

EYE ON CHINAEconomic indicators World Heatmap, http://www.tradingeconomics.com/World-Economy/Maps.aspx“Gap to Expand into China in 2010 With Flagship Stores in Beijing, Shanghai,” Bloomberg, http://www.bloomberg.com/news/2010-06-23/gap-to-expand-into-china-in-2010-with-flagship-stores-in-beijing-shanghai.html“Starbucks Eyes China,” Fool.com, http://www.fool.com/investing/general/2010/04/15/starbucks-eyes-china.aspx“HSBC Study: More U.S. Mid-Sized Companies Bolster Plans to Expand international Revenues,” HSBC Press Rroom, http://www.hsbcusa.com/ourcompany/pressroom/2010/news_06282010_hsbc_international_business_survey.html“the Growing Cost of doing Business in China,” inc Magazine, http://www.inc.com/magazine/20101101/the-growing-cost-of-doing-business-in-china.html“Rising China labor costs could create new inflation headache for West,” dailystar.com, http://dailystar.com.lb/article.asp?edition_id=10&categ_id=3&article_id=124075#axzz1C9QJU9gi“Companies Are Leaving China,” Metrolic, http://www.metrolic.com/companies-are-leaving-china-122510/“timberland focus on China, sees U.S. growth,” AsiaOne.com, http://www.asiaone.com/Business/News/Story/A1Story20101110-246648.html

SMALL IS BIG AGAIN“What Went Wrong at Borders,” the Atlantic, January ‘11“The Buck Shops Here,” time Magazine, 12/20/10“Barnes & Noble Seeking New Future with New Owners,” Forbes.com“dollar tree Continues Southern California Expansion,” CPExecutive.com, http://www.cpexecutive.com/regions/west/dollar-tree-continues-southern-california-expansion/