Make Yourself Useful – key trend for 2014

2014 just started and many marketers and strategists are debating over the key trends of this year. Thomas Kenny is a strategic planner at Leo Burnett in Toronto and presents his predictions.


In 2014, all brand experiences will need to do one of two things: tell a great story or make the consumer’s life easier. With every idea we come up with in the next 12 months we should ask ourselves whether it accomplishes one of these two things. If it doesn’t, then it’s not worth pursuing. In 2014 we will see brands begin to embrace a more consumer centric approach to brand experiences by finding the intersection of communications objectives and solving consumer problems.

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