5 big branding trends for 2015

In 2014, everywhere you looked, it seemed brands were springing to life – finding their human sides and learning to connect in truly authentic ways. Some for the first time. Even a few famously uptight institutions let their hair down, got rid of the jaw-breaking jargon and started talking and acting like people.

At Lippincott, we've seen a fundamental shift from 'Institutional Era' to 'Human Era' brands. Today's admired brands are flatter and less centralized than those before them. They listen to the world around them and are open to their customers' input. Their delivery is more intimate and personalized, and also more inclusive. They realize that customers seek not just to buy something, but to buy into something.

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