People all over the world celebrate the arrival of a new calendar year in a myriad of ways: East coast Americans watching “the ball drop” in Times Square, burning scarecrows in Ecuador, wearing colorful underwear to bring different kinds of luck in Latin American countries like Mexico and Bolivia, comparing piles of broken dishware in front of your doors with neighbors in Denmark. But certain types of brands tend to take advantage of the end of the holiday season as well.
New Year’s resolutions make for an easy target, especially for fitness brands as the “desire to stay fit and healthy” tops resolution goals with 37% of people according to Nielsen. Nike is promoting “Resolution Ready Gear” stating that “Whether you’ll be running farther, training harder or getting started this year, this gear will help keep you moving your best while you get after your goals.” A new ad also asks consumers to “find [their] greatness” while competitor Adidas is sticking with their tag line “Impossible is Nothing,” but highlighting it going into the new year with a new ad featuring boxer Laila Ali going against her father, boxing great Mohamed Ali, in the ring.
With 25% of resolutions geared towards being more financially stable, companies like American Express are offering insights into how customers can facilitate these goals. “Share Dreams: 10 Tips for Family New Year’s Resolutions” is a recent post on their American Express Essentials blog, and while this post might not directly reference how American Express can help with these resolutions or even offer any tips on budgeting or saving, the company nonetheless understands that monetary goals are often top of mind this time of year and wants consumers to associate their Brand that concept in a helpful and organic way.
Wells Fargo is even promising resolutions of their own. Their Wells Fargo Stories blog features a post about how in 2018 CEO Tim Sloan promises “an increase in Wells Fargo’s minimum wage, expanded support for small businesses and homeowners, and increased philanthropic giving.” Although these kinds of announcements would be a positive for the Wells Fargo Brand at any time of the year, aligning them a tradition that their customer base is likely also thinking about personalizes the message and adds a human element to the Brand.
As we move into 2018 we all hope to grow and evolve to become better versions of ourselves than we were in 2017, and the brands around us every day hope to do the same. From all of us brandsymbol, we wish you a happy and prosperous New Year!