Just as a matchmaker might possess a second sense about which people will fall in love, as a leading trendspotter, I’ve developed a methodology to foresee how a culture will react to a new idea, product or experience. Yet, some key character traits make people good trendspotters regardless of their chosen careers and interests. In this updated excerpt from “Agile PR,” we tell you how to know whether or not scanning is in your DNA:
Originally published on Forbes.com.
If there were such a thing as “letter of the year,” then my nominee for 2017 would most certainly be the letter D. Scanning the year for patterns in preparation for Havas PR’s annual trends report, I was struck by how frequently D-words surfaced, often in disquieting ways.
Originally published on HuffingtonPost.com.
If someone back at school had told me that “trendspotting” was a career option, I would have jumped at it. My natural inclination has always been to notice what people are doing—the clothes they’re wearing, what they’re buying, what they’re talking about, how they’re interacting and what brands are doing with them and for them.
Originally posted on Adweek.
Good riddance, 2016. For many of us, it was 12 long months full of bad news, fake news and surreal news, the most controversial election anyone can remember, plus too many other highlights and lowlights to mention. Continue Reading →
Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands
(Ad Age, 04.04.16 )
Star’s female-driven content platform WhoHaha.com debuts as women’s issues reach critical point in marketing, advertising, entertainment and tech.
Kellogg’s Pushes Cereal for Breakfast in Masterbrand Campaign
(AdNews, 24.03.16 )
Kellogg has launched a new digitally led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.
In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.
Top Sensory Marketing Trends for 2016
(Marketing Week, 18.01.16)
Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
“Your brand is a combination of a customer’s experiences with your business at every touchpoint.” —Elaine Fogel
Equinox Fitness Launches Lifestyle Brand
Equinox, the upscale fitness brand, is launching an online magazine. “Furthermore” debuts Jan. 20 and focuses on reframing and redirecting the fitness and luxury style content category. The publication will include advertising and is geared toward the upscale, fitness-focused demographic in a high-end wellness environment.
Smart hotels are rethinking the most profitable ways to make the most of their spaces, and it is no longer just about heads in beds. Mobile apps and on-demand services are just one piece of this pie, but they are an important piece.
Mobile App Marketing: What to Expect in 2016
Before you take the first sip from your morning coffee cup, chances are that you have already opened 2-3 mobile applications. And who knows, you could be having coffee while reading news on an app or may be this article. In one of our previous articles on shopping micro-moments, we discussed how mobile has taken up the room where all doors open into. It is at the center of all our daily activities.
Shopping Micro-Moments Statistics—Nurturing Your Mobile Customers the Right Way
(Targeting Mantra, 15.12.15)
How would you describe your relationship with your mobile? What role does it play in your life? People posed with this question gave out varied replies like “it is attached to my hip”, “an affordable butler”, “literally my lifeline”. Smartphones, these days, are like little genies!
“I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper … and negotiate the massive changes that the digital era has ushered in … is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all.” —Mark Ritson
This is the ninth of Havas PR’s “11 Trends for 2016.”
What stops a great world city from being the place to be? Some people might think it’s terrorist attacks such as 9/11/2001 in New York; London on 7/7/2005; and Paris on 1/7/2015 and 11/13/2015. There’s no argument that all were horrible. It’s too early to say for Paris, but it looks now as if the New York and London terrorism acts barely touched the appeal of those big cities. The population of New York City has grown to its highest ever. Admittedly, a lot of the growth has been in Brooklyn rather than Manhattan, but that has far more to do with affordability than security. And the population of greater London has grown by 12 percent since 2001, with 100,000 a year growth since 2008.
4 Tips to Fully Integrate Your Company’s Branding, Marketing and Strategic Vision
How’s your digital strategy looking these days? If not so good, there’s hope. Fortunately, creating a comprehensive digital strategic vision isn’t only possible, it’s eminently achievable. All you need to do is integrate the core aspects of your company’s client-facing machinery: your online and offline branding, your marketing efforts and your overarching strategy.
The Big Brand Theory
(Business Observer, 08.01.16)
Humanity will forever be a story-based culture. Brands are stories within themselves: a story of the company, the product or service, and how the consumer fits into the brand story. Branding will evolve along with technology, society and communication trends; it won’t fade away into obscurity any time soon. Seeing as there are brand consultancies and a plethora of design consultancies adding brand work to their services list, it would take extensive cultural-wide shifts in media and product consumption to make branding irrelevant.
For Business Leaders, Twitter Proving a Powerful Communications Tool
CEOs are increasingly seeing the value of communicating directly about business announcements, crisis comms and personal thoughts, says senior Twitter exec.
5 Tips on Using Snapchat for Employer Branding
(The Huffington Post, 28.07.15)
The truth is, there’s no big secret when it comes to using Snapchat to build out your employer brand but I do have 5 tips to share that anyone with an account can quickly start implementing to rev things up.
“We will stop at nothing and nobody. For us, the only thing that counts is the truth.” —Matthias Muller
This is the first of Havas PR’s “11 Trends for 2016.”
Blame it on 9/11, the financial crisis, the media, the frantic pace of life or declining morals, or maybe blame it on the blame culture that’s always looking for faults, culprits and scapegoats. Combinations of these and more all contribute to the übertrend of this year: a sense of unease that pervades much (most?) of life, an abiding feeling that things aren’t as they should be, that looming threats are out there, and that people need to make important decisions and do something. We’re engaged in a constant struggle between staying in or bailing out. Emotional alarm bells are endlessly ringing and we are responding in a variety of ways to quiet the din.
Personal Branding for 2016—Part 1: Are You Ready to Capitalize on Them
It’s so exciting to work in the field of personal branding. It’s an ever-evolving opportunity to align who you are with what you do. As I do every year, I have identified trends that will impact the ways you build your brand. Here’s Part 1 of my personal branding trends for 2016. Determine how these will influence your personal branding plan for 2016 and beyond.
In my previous personal branding trends post, I shared four important developments for you to be aware of so you can build your brand better in 2016. In this follow-on post, I share three more.
How to Use Periscope to Build Your Personal Brand
20 years ago, one of the main ways to build your personal brand was to spend loads of time and money investing in T.V. air time. It was common to run national infomercials, like Tony Robbins or leveraging news stations. No matter your approach, T.V. was one of the top ways to build your brand.
Identifying Unique Point of View Is Step One in Successful Branding
(Daily Business Buzz, 14.10.15)
Many people think personal branding is just for celebrities. The truth is everyone has a brand, which is why it’s important to be aware of what personal brand building entails.
“The most exhausting thing you can be is inauthentic.” —Anne Morrow Lindbergh
[Originally posted on Forbes.com.]
Even as trends reports for the coming year have all been wrapped up and shared around, a trendspotter’s work carries on. Scouting what’s next requires always keeping an eye open and an ear to the ground, and pattern recognition helps a lot—who or what is getting buzzed about where?
In our agency’s annual trends report three years ago, we forecasted an übertrend of the rise in “co-” words (co-create, co-parent, copreneur). Last year, as turbulence reigned and society started moving inward, “self-” was our overriding idea. Next, unease (and fear) will pervade much of life, giving everyone a lingering feeling that things aren’t as they should be. Technology is central to that übertrend and serves as a running theme through the rest of our latest report, “11 Trends for 2016”—from renewables chic and the rise in apps and everything smart, to bigger audiences for virtual events than real ones. Go to our Brainfood tab to download the newly launched report and read what’s in store for the near future.