Which brands will triumph in 2014?Six behaviors that will characterize winning brands

Thomas Mueller, Chief Experience Officer, Siegel+GaleBased on an article first published online for Forbes – January 10, 2014

Brands that deliver on promises will win

Nike, whose purpose is “to bring inspiration and innovation to every athlete in the world,” is an expert at keeping promises. Its Nike+ platform allows an athlete to track the day, set a goal, see progress, stay motivated and tell the world. It’s an ingenious mix of inspiration and innovation—totally in line with Nike’s promise.

Nike tells the world what it plans to do: “It is our nature to innovate,” “Simplify and go,” “Evolve immediately,” “Do the right thing” and “We are on the offense—always.” And Nike walks that talk.

Lesson 1:

Being consistent in your brand’s communications and interactions—keeping your promises—is at the core of building expert brand experiences.

Brands that make simplicity a value – not just a buzzword – will win

IKEA understands the value of simplicity. Its founder hails from Småland—a city that exemplifies the company’s shared values of clarity, humility, thrift and responsibility.

IKEA creates countless simple and satisfying experiences for customers, including straightforward catalogues and clean-lined furniture that’s easy to assemble.

Lesson 2:

The answer is clear: with their powerful potential to increase revenue and loyalty, simple experiences pay.

Brands that show empathy will win

In December 2013, the Canadian Airline WestJet had a digital Santa Claus in the boarding area ask passengers what they most wanted for the holidays. When passengers arrived at their destination, their gifts rolled out on the baggage carousel to their delight, surprise and awe.

The video capturing the stunt garnered more than 13 million views in more than 200 different countries. Clearly, WestJet captured the hearts and minds of not just their customers, but people everywhere.

Lesson 3:

By imagining what their customers might enjoy and going beyond expectations, WestJet provided a powerful, unforgettable brand experience.

Brands that consider context will (time and space) for all experiences will win

Nest is a brand that is all about context. It’s a smart and beautiful next generation thermostat, disrupting a category that hasn’t seen much innovation or change in decades.

Nest quickly learns patterns, programs itself automatically and can lower a household’s heating and cooling bills up to 20 percent. It has a sleek interface, can be controlled from a smartphone and uses information graphics to inform and reward behavior.

Lesson 4:

I am confident that in 2014, we will see more brands, products and services with an increased emphasis on context.

Brands that treat data (big and small) with integrity will win

One company that leverages data to great effect is Amazon (big data in this case). Amazon uses the information it gathers to enhance interactions with customers.

For example, the brand uses its records of past orders to smooth customer service issues and complaints.

Amazon knows customers personally and is transparent about its practices. This creates an optimal user experience.

Lesson 5:

Brands that are forthcoming about how they use customer data will win big with customers and earn their waning trust.

Brands that enable a culture of innovation will win

Google’s innovations have fundamentally changed the fabric of our lives and the brand is a poster child for the innovative workplace.

Its 20% time program allows employees to use a portion of their paid time to chase rainbows and hatch their own ideas. This program has produced many of the company’s most highly regarded offerings including Gmail and serves as a model for many other innovative companies.

Lesson 6:

While many start-ups are based around innovating and disrupting existing models, it is essential for established large companies to provide employees with the ability and incentive to innovate.

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The takeawayBuilding a successful brand is not easy. It requires a razor-sharp focus on simplicity. It entails creating brand experiences that deepen customer relationships and deliver meaningful results. And it involves helping consumers understand the unique value that a brand brings to the table.

In 2014 and beyond, the organizations that take these ideas to heart, adapt them and deliver on all of their promises, will win.

Simple is smart.

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