Campaigns and services focused on local knowledge convey authenticity
Implications - For brand-conscious consumers, there is a sense of pride in being the first to find a new brand or service. This sense of pride is diminishing in the information age due to the availability of information. To maintain a sense of insider elitism, services are tapping into local insider information. This represents a unique opportunity for brands looking to establish authenticity through camaraderie.
Workshop Question - How can your brand convey a sense of insider information and camaraderie?
Trend Themes
1. Local Insider Information - Services are tapping into local insider information to maintain a sense of insider elitism and authenticity through camaraderie.
2. Crowdsourced City Guides - Crowdsourcing local knowledge to offer up the most authentic and least consumeristic tour experience possible.
3. Data-driven Dining - Companies like Uber are providing consumers with democratized restaurant guides based on proprietary information collected from trips.
Industry Implications
1. Travel and Tourism - There are opportunities for travel and tourism companies to create unique experiences by embracing local insider information from cities all over the world.
2. Marketing and Advertising - Brands can establish authenticity through camaraderie by tapping into local knowledge and creating a sense of insider elitism.
3. Restaurant and Food Service - Opportunities exist for data-driven dining experiences that democratize restaurant guides, making consumers better informed about the most popular, local favorites, up-and-coming, brunch spots, and more.
