Whisper To Your Audience

Faith Popcorn is spot on in this Adweek interview. She drops the knowledge with a handful of trends that I can completely agree with. She calls for advertisers to start whispering and stop shouting. More honesty and less empty hype and boasting.

Please explain what you mean by branding in whispers?
It is not boasting how great your products are, but showing how your brand can help people. It could be through services your company offers, or doing things for your community or the manner in which you sell your products. During the holidays when there were all these long lines and crowds, Apple's message basically was: "Here are these things and they really work." That's a whisper. When a store delivers something to your house or a bank gives you a ride to the local branch, those are whispers. When Mini gives people all these ways to buy their cars, the company is whispering to its audience.

The other gem here is "cashing out". It's a kind of lifestyle minimalism. This is the growing desire to simplify life. The goal is to scale back any and all unnecessary baggage and commitments

We call it "cashing out." Workingmen and women are questioning their personal and career goals and opting for a simpler way of living. We see it in people of all ages and especially among those in their 20s. These young people are so tired of everything; they sound like they are in their 90s.