Boring is Dead? I-AM talks of the future of masstige

Is boring dead? Group Managing Directors Jon and Emre spoke recently at a conference in Turkey, arguing that brands need to rise above mediocrity in order to meet the expectations of increasingly savvy consumers.

Focusing on the rise of masstige – the impression of exclusivity in goods that are affordable for many people – they revealed 6 secrets for brands to succeed in this space:

  • Focus on why not want
  • Promote consistency across channels
  • Emphasise moments of truth
  • Continue to innovate and evolve
  • Create emotional bonds through experience

Click the link to review the whole presentation and get in touch to speak to us about your brand experience.