Tag: Trends

The culture of repetition is consolidating, threatening what is different

Experts say that humans are attracted to repetition because it makes us feel safe and unthreatened. This might have worked when we were hunter-gatherers, and a new animal threatened our survival, but what sets us apart as sapiens from other species is the creation of stories and imaginaries—that is, creativity.

For some time now, we’ve been witnessing signs of a deep crisis in creativity, and today we’ll look at some relevant examples that shed light on this widespread issue.

To start somewhere, let’s begin in our own sector. Branding has been undergoing a brutal homogenization with the rise of “blanding,” making all brands look the same. If we combine this with “green corp” and “purpose-driven brands,” we have brands that not only look the same but are mimetic in their narratives and communications. Brands that once again settle into the realm of the ordinary, with no different or creative bets to activate their purpose, making it just another disposable concept in the mainstream corporate culture.

But it doesn’t stop here; the entertainment industry has undergone a similar process. Music relies on the use of formulas and very similar sounds focused on popularizing songs in search of immediate impact.

At the same time that this is happening to music, we are helplessly witnessing the recycling of ideas in sequels and prequels to well-known films, remakes, reboots, or relaunches of pre-existing products—all safe bets based on past successes.

Perhaps the most striking example we can talk about is the homogenization of current pop culture. Due to the mass consumption of social media and the dictatorship of algorithms, the content that people consume has been standardized, leaving new proposals outside the spectrum because they don’t fit what “is trending.”

This affects brands on many levels, both in business and in communication and promotion. Many campaigns and advertising elements are copied from what has worked for another competitor, making the perceived differentiation between brands increasingly smaller.

It is likely that this is driven by a growing aversion to risk, motivated by the increasing corporatization of companies and decision-makers. When something is already popular, it’s easier to hop on the bandwagon than try something new and succeed with it, especially because the risks taken are not always clear and measurable.

The distancing of companies from risk has left the field of innovation to those who “have nothing to lose.” Thus, interesting proposals arise along lateral paths, outside the more mainstream or corporate realm.

Scalability and subscription models are the main drivers of this trend, as they motivate brands to bet on what is already popular, leveraging algorithms and artificial intelligence rather than creativity.

How much longer will this crisis last? Will the day come when society demands true innovation and rewards risk-taking again?

We take a look into the crystal ball to see what’s coming in 2025

We leave 2024 behind, stepping into a 2025 filled with uncertainties. As every year, at Knom, we take a glimpse into the future to try and predict what’s ahead.

This year, we expect to see brands taking definitive stances on controversial topics due to consumer demands. Consumers, in turn, are increasingly skeptical of everything around them, driven by the rise of fake news and the loss of trust in influencers, who are now more than ever perceived as artificial products.

Focusing solely on brand purpose will lose strength as a differentiating factor, favouring solid, actionable positioning and value propositions that are well communicated. Promises are good, but consumers need the brands they choose to create real impact in their lives and to better address their concerns.

Brands will play a key role for many people who feel disconnected from reality, trapped in technology-driven routines that overwhelm them. In this context, privacy and the responsible use of personal data will become increasingly important to users and regulators alike.

We will continue to witness the creation of mass movements in pop culture, as demonstrated by figures like Karol G and Taylor Swift, alongside a growing nostalgia for eras people have not experienced. Brands that can navigate these movements and join them organically will be the ones to maintain relevance in the unstable and turbulent environment this year brings.

AI will further integrate into people’s daily lives, highlighting the value of genuine content in communications. Brands that connect personally and with a distinctive touch will be prioritized. In a world of artificial images and text, authenticity wins.

We promise this text was written by the Knom team and not an AI—hopefully, we’ve added some value to your start of 2025!

To manage a brand is to maintain its essence but also to promote its evolution.

Can you imagine showing your image on the streets all over the world and 9 out of 10 people recognizing you? Well, that’s exactly what happens with the Olympic Games rings.

A clear example of the impact of being coherent and consistent over time. And the fact is that this event, despite having 128 editions behind it and having been held in 42 different cities, has a philosophical foundation and values that remain as immutable as the Olympic rings designed by Pierre de Coubertin.

We are talking about the pursuit of excellence, the promotion of friendship and international cooperation, and the promotion of respect for others. Values that have guided the organization of the Games since Athens in 1896 and that, together with certain rites, such as the opening ceremony, the lighting of the flame or the torch relay, make up the identity of the event.

And yet, edition after edition, the Games are transformed by the personality of the host city, which adds its cultural touch, enriching the event with local traditions, music and artistic expressions. In addition, every Olympic Games, the medal and the torch are designed, a mascot is created and a distinctive emblem is created to accompany the Olympic rings.

Nor can we forget the rebranding of the visual universe that took place in 2022, which sought to propel the Olympic brand into the future by creating a comprehensive design system that balances consistency and flexibility through a vibrant and expanded palette based on Olympic colors, inspirational illustrations and bespoke typography.

Because good Olympic brand management must not only preserve the spirit of the Games but also continue to inspire and connect people of all generations and cultures around the world through sport.

Connecting our brand assets with those of the event.
The European Championship has come to an end and, in our opinion, Spain is not the only winner of the competition. There are several brands that have won the medal in terms of reach and virality.

And we are not talking about the sponsoring brands but about those that, with more limited budgets, have managed to attract the attention of their audience either by emulating the forecasts of Paul the Octopus, or by using insights against our rivals or even by gamifying the refereeing of the matches in real time.

Taking advantage of the levers that connect them with their audience, avoiding opportunism and betting on what makes them different. Each one from its idiosyncrasy but always from coherence and self-knowledge.

Because in the end, it’s all about connecting the event with the assets of each brand: the fun tone of Worten, the support for what is ours in the case of RTVE or the playful attitude -and constant hack- of KFC.

Sharing the passions of our audience is, without a doubt, an opportunity to connect with them in a close and authentic way.

The real connects more deeply with the consumer.

Perfect no longer sells. Or at least not so much anymore. Now there are no longer only handsome, young, tall and slim advertising models, but there is finally room for other types of beauty that are less normative and much more representative. And this is great.

Because you have to be aspirational but also credible. Making our audience feel represented and see themselves reflected in our brand is the first step to connect with them.

Gone is the incessant search for perfection that resulted in absurd situations such as girls who shave their legs without hair or floor cleaners who clean impeccable surfaces.

Today’s consumers demand realism, right. Even if that means seeing legs with stretch marks, faces with wrinkles and rotting hamburgers. A hyper-realism movement that Dove pioneered with its ‘Real Beauty’ campaign and that has now exploded among brands that aspire to be perceived as authentic.

Because, let’s face it, there are few things more human and that generate more empathy than imperfection.

An attribute that, if we work well from the communication and from the product itself, far from making the brand vulnerable, will make it much more solid, closer and credible.