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April’s report explores the profound shift in consumer behaviour towards unproven and unknown brands, documenting the rise of Clean Slate Brands.

The concept of the Clean Slate Brand is similar to that of Newism (link to previous review of this concept) a phenomenon that describes consumers lavishing their attention, love and trust to newer, better, faster, cleaner and more open and responsive brands.

Lower barriers to entry have given brands with better and more exciting offerings an opportunity to break into the market with what consumers want now (as opposed to yesterday).

Bigger legacy laden brands have antiquated operating systems that are often laden with scandal (everything from financial products to horsemeat). In comparison Clean Slate Brands have simple, lean operations that are understandable and therefore trusted. Corporate Executive Board (May 2012) reported that brands that simplify customer decision-making are 115% more likely to be recommended.

Trust in big business has never been lower; in Australia alone trust levels have slumped to 33%. Clean Slate Brands have seized this opportunity, exciting consumers with positive experiences of a ‘new’ that is genuinely ‘better’.


Clean Slate Brands, by definition are newly established, meaning they often have ‘new’ business values, such as higher environmental, ethical and social standards. Such is the surge towards new, clean brands; Millward Brown (May 2012) reported the average age of brands has consistently fallen, from 84 in 2006 to 68 in 2012.

In a world where communication with brands is two-way, Clean Slate Brands are natives, connecting with consumers in ways that older brands often struggle to. These new-age brands understand that 92% of people trust recommendations from friends and family above all forms of advertising.

Learning’s and opportunities of Clean Slate Brands:

  • Although Clean Slate Brands won’t wipe all desire for brands with history and heritage, this shift in consumer preferences should encourage entrepreneurs to start thinking of potential opportunities
  • Clean Slate Brands are making business professionals question their attitude, tone, structure and approach of their brand
  • Learn from the excitement of Clean Slate Brands and seize the opportunity to do things differently
  • Reduce complexity of operating systems to be transparent
  • Incorporate higher environmental, ethical and social standards into your business models and practices
  • Be sure to speak with an authentic voice and have something interesting to say
  • If you are a big brand that can’t become a Clean Slate Brand take a leaf out of P&G and General Mill’s collaboration and support a Clean Slate Brand

To read April’s full report click here