how to translate trends into ideas
DESCRIPTION
This is an excerpt from a presentation I prepared for an internal learning session at my agency a couple of months ago. It’s about trends as a strategic tool. The focus is not on detecting new trends but on identifying relevant ones and interpreting them for a category or a business.TRANSCRIPT
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HOW TO TRANSLATE TRENDS INTO IDEAS?
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Advertising is an ideas business.
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Because our ideas respond to challenges and solve problems, �we are in the business of applied creativity.
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Our job is to develop ideas that connect brands to culture. �However, culture is not static but constantly evolving.
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Example: �Blockbuster failed to adjust their strategy to a changing culture.
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“PERHAPS A CRUX OF SUCCESS OR FAILURE AS A SOCIETY IS TO KNOW WHICH CORE VALUES TO HOLD ON TO, AND WHICH ONE TO DISCARD AND REPLACE !WITH NEW VALUES, WHEN TIMES CHANGE.” - JARED DIAMOND, COLLAPSE – HOW SOCIETIES CHOOSE TO FAIL OR SUCCEED
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Every business is affected by cultural change.
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Trends are manifestations of and responses to cultural change. �They help us to understand culture and navigate complexity.
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DEFINITION OF A TREND
A NEW IDEA, EXPRESSED IN WHAT PEOPLE DO, CREATE OR CONSUME.
A TREND HAPPENS WHEN NEW OFFERS !TAP INTO OR CREATE NEW WANTS & NEEDS.
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“TECHNOLOGY CREATES NEEDS, NOT THE OTHER WAY AROUND.” - Donald Norman, cognitive scientist
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WHY DOES IT MATTER?
CONNECT BRANDS TO CULTURE THROUGH IDEAS THAT RESONATE
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FROM TRENDS TO IDEAS
TREND REPORT Identify trends that are vital to a business and interpret them for the brand
IDEATION Develop ideas and turn them into workable, tangible and profitable products
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TREND DRIVERS
TREND REPORT CONTENTS
TREND MANIFESTATION
TREND LOCATION
CONSUMERS FIRST ADAPTING
SUB-TRENDS & COUNTER-TRENDS
KEY TRENDS
TREND IMPACTS
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IDENTIFYING KEY TRENDS
MAGAZINES!Journalists are observers of culture BOOKS!Manifestations & observations
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IDEATION STEPS
§ DETERMINE TREND RELEVANCE FOR BRAND § EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. § CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS § TRANSLATE INTO CONCEPTS
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TREND RELEVANCE
DOES IT FIT THE BRAND?
DOES IT APPEAL TO THE BRAND’S AUDIENCE?
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IS IT APPLICABLE TO THE CATEGORY THE BRAND IS IN? 3.
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BRAND FIT
TRENDS NEED TO BE TESTED AGAINST THE BRAND: § VALUES IT REPRESENTS § NEEDS IT RESPONDS TO § BENEFITS IT PROVIDES
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IDEATION STEPS
§ DETERMINE TREND RELEVANCE FOR BRAND § EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. § CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS § TRANSLATE INTO CONCEPTS
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IDEATION STEPS
§ DETERMINE TREND RELEVANCE FOR BRAND § EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. § CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS § TRANSLATE INTO CONCEPTS
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§ OFFER AN IN-BED-BUNDLE § REINVENT THEIR SLEEP RITUAL § OFFER SILENCE § NOISE CONTROL
VISUAL SPRINGBOARDS
NEED STATES KEY WORDS, VISUALS AND LIFESTYLE REFERENCES CONSUMERS ASSOCIATE WITH A PARTICULAR TREND IN A WAY THAT IS POSITIVE, ENABLING AND AFFIRMATIVE.
VISUAL INSPIRATION CROSS-CATEGORY PRODUCT, SERVICE, PACKAGING, MATERIAL, ICONOGRAPHY, COMMS IDEAS
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IDEATION STEPS
§ DETERMINE TREND RELEVANCE FOR BRAND § EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. § CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS § TRANSLATE INTO CONCEPTS
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CONCEPT TRANSLATION
§ SUCCINCT NAME § STRAPLINE TO SELL THE CONCEPT § DESCRIPTION OF CONSUMER MINDSET AND CULTURE § OUTLINE OF EXECUTION, IDEA DEVELOPMENT AND EXTENSION TO OTHER PARTS OF BUSINESS
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!
HOW TO TRANSLATE TRENDS INTO IDEAS
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THANK YOU.
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