Tree bags. Not an obscure type of marsupial, but a canvas bag filled with water that is wrapped around young trees in urban environments. The bags slowly drip onto the tree’s roots, providing a constant flow of water.
They’re a simple but brilliant idea that made us to think about the role of needs in brand ideas. All branding is based on human wants, needs and desires. It’s how we think about insights, drivers – and ultimately, brand solutions.
One aspect of needs that gets less attention is timing. The UK is currently experiencing a drought and record temperatures. Trees that would not normally need additional water suddenly have an urgent need.
The same effect can be seen in consumer categories. Cafes need to balance their ice cream vs hot chocolate sales across the year, matching the weather. Banks need to do the same across lifetimes. Credit cards, mortgages and pensions are all contingent on customers’ evolving needs over years and decades.
In both these examples the underlying need – thirst and financial stability – is constantly present. But the precise need and the solutions desired are time dependant.
The importance of getting your timing right was illustrated by a billboard advert next to a tree bag. In the sweltering heat, there was an ad for an outdoor clothing brand, implored us to wrap up and keep warm.
Good idea…but bad timing.
