One of the speakers at the recent HOW conference was branding specialist Marcus Hewitt of Dragon Rouge. He led a session called "Branding Is Like Dating". He went through a few points communicating the idea that branding is simply a relationship. So in the same ways you would try to impress your date, you should try to impress your customers. Minus you loading up on Abercrombie Woods cologne.

He also went through seven brand trends, essentially what people find attractive in a brand. The first was called Conscience. This is when a brand seems to have a global awareness of a broken world and wants to do its part to heal it. Currently this is best exemplified in brands that promote being "green". Brands like Clorox have a completely different line of products called Green Works™ that tap into this trend.

It's designed for those folks who want the cleaning chemicals they use to be envronmentaly friendly. Another brand is Pangea Organics. This is a line of organic soaps and body care products also tapping into the earth conscious and organic motivation.

We cant really let the cat out of the bag but Matchstic is currently working on several "green" initiatives for clients these days. I'll let you in on the others trends soon.

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