For the 11th year now, DDB Consulting and its partners from GFK Baltic, Kapitāls, PHD and Draugiem.lv are looking at achievements in the fields of marketing and communications and identifying the most beloved, influential and unique brands in Latvia and the Baltic States. And yes, we’re also looking for the most courageous ones. Apart from the usual 50 or so sectors, this year we are also looking at brands related to cities, universities, sports teams and entertainment events. Interestingly, there are three cities in Latvia – Rīga, Ventspils and Sigulda – which we love more than the leader in brand recognition in recent years, Google. This year we are particularly looking and whether and to what extent the attempt of brand owners to be timely and much discussed on the social media has influenced people’s emotions and pocketbooks. Like every year, we are also examining changes in our behaviour and values, and, as always, we are finding many valuable things to think about and put to use.
Earning more, spending more wisely
We are constantly hearing whingeing about how bad things are, but the fact is that the economic situation in Latvia is continuing to improve. This is seen in increased revenues, as well as in optimism and faith in the future. What’s more, people are more pragmatic in their purchases now than they were during the party that happened before the crisis. Used goods are becoming more popular, and we are trying to save money on electricity, petrol and other products. Still, few people manage to put aside much money for a rainy day. Instead we are more likely to take out a cautious loan.
Solidarity to rescue the nation
While the government is talking about a solidarity tax, the people of Latvia have already demonstrated solidarity by actively planning to have children and then having them. New records have been set in this regard, and that is also reflected in lifestyle changes. We have become more family-oriented, and we are increasingly buying nutritious and healthy foods. We devote less time to sports, instead sprinting to the local store, running a medium-distance race to a kindergarten or school, or running a night marathon with a singing baby in our lap.
Oh, my!
For the first time we have identified the top causes for whingeing among Latvia’s residents. It turns out that we gripe the most about the split in society between Russians and Latvians, about dishonest and corrupt politicians, and the lack of powerful and creative business ideas. The first two issues have been discussed in the media to a considerable degree, but I was really surprised to learn that people rue the lack of ideas. It is also true that this reflects the media agenda very well in that the media seldom report on creative business ideas. That is true even though there are so many good ideas that an evening news broadcast could report about some of them each and every day. The good news is that only 28% of local residents are still nostalgic for the Soviet era, and only 16% believe that old-age pensioners are a burden on society. Latvian legends talk of old people who are taken into the forest on sleds and left to die. What will happen to sled manufacturers? Another thing that we found is that fully 77% of Latvia’s residents do not think that advertisements are entertaining. OK, my dear brand warriors and advertising knights – time to join together and look for ways of producing entertaining ads. It is no accident that the brands that are at the top of the list are ones that know how to entertain folks.
Influence is born in movement
If we look at those brands that have made the biggest splash in the social media, then we see that the dominant ones have been those that have managed to offer valuable content and to gather together a large group of fans. By this I am not talking about virtual fans who click “Like” and take part in one competition after another. I am referring to active and motivated brand followers in the real world. GhettoGames, for instance, brings together street sports activists, home manufacturers deal with lovers of authentic and natural products, the Positivus festival brings together the most eager fans of music and festivals, while VEF Riga and Dinamo Riga have the most adventurous sports fans in Latvia. It is significant that in addition to various city and “movement” brands at the top of this list, there are also companies such as Statoil, Forum Cinemas and LNT, which all offer exciting content to magnetise and create movement around their brands.
Love through the Internet
It is said that love goes through the stomach, and it is true that at one time the most beloved brands were those of foods and beverages. It seems that that era is gone for good. Now love goes through the Internet, because among the most beloved brands in Latvia and the Baltic States are very few that are not directly or indirectly linked to the virtual environment. Combating for the top spots are still our local Inbox.lv portal and the global giant that is Google. Right near the top are YouTube, Facebook and Skype. Leading financial, retail, telecommunications and media brands have also worked hard in recent years on their Internet services and platforms, and the people of Latvia have responded with selfless love. There is also the SS.lv, which is a platform to buy and sell used things – a flood of emotions is all but inevitable.
Rising to the top
If I correlate the most important ideas about top brands and lifestyles this year, I have to say that love will be won by those brands who provide unique content, entertain people, create movement, allow folks to save time and money, will offer eternal youth or at least good health, and will conveniently provide all of these things on the Internet. A few campaigns probably won’t be enough to get to the top of the list. Relentless and hard work will be needed or, as our former president, Andris Bērziņš, once said in one of his New Year’s addresses – let’s be patient, not modest. Find yourself a comfy seat and enjoy the recipes of success and rakes of failure of our most beloved brands – those that are discussed and described extensively over the next 40 pages of this magazine.
3 zīmīgas lietas, kas mainījušās pēdējā gada laikā / Andris Rubīns from DDB Latvia on Vimeo.
