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How to translate trends into ideas
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How to translate trends into ideas

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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 …

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.

Published in: Marketing, Business, Design

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  • 1. HOW TO TRANSLATE TRENDS INTO IDEAS?
  • 2. Advertising is an ideas business.
  • 3. Because our ideas respond to challenges and solve problems, we are in the business of applied creativity.
  • 4. Our job is to develop ideas that connect brands to culture. However, culture is not static but constantly evolving.
  • 5. Example: Blockbuster failed to adjust their strategy to a changing culture.
  • 6. “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
  • 7. Every business is affected by cultural change.
  • 8. Trends are manifestations of and responses to cultural change. They help us to understand culture and navigate complexity.
  • 9. 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.
  • 10. “TECHNOLOGY CREATES NEEDS, NOT THE OTHER WAY AROUND.” - Donald Norman, cognitive scientist
  • 11. WHY DOES IT MATTER? CONNECT BRANDS TO CULTURE THROUGH IDEAS THAT RESONATE
  • 12. FROM TRENDS TO IDEAS 1. TREND REPORT Identify trends that are vital to a business and interpret them for the brand 2. IDEATION Develop ideas and turn them into workable, tangible and profitable products
  • 13. TREND REPORT CONTENTS KEY TRENDS TREND DRIVERS SUB-TRENDS & COUNTER-TRENDS CONSUMERS FIRST ADAPTING TREND LOCATION TREND MANIFESTATION TREND IMPACTS
  • 14. IDENTIFYING KEY TRENDS MAGAZINES! Journalists are observers of culture BOOKS! Manifestations & observations
  • 15. IDEATION STEPS §  §  §  §  DETERMINE TREND RELEVANCE FOR BRAND EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS TRANSLATE INTO CONCEPTS
  • 16. TREND RELEVANCE 1. DOES IT FIT THE BRAND? 2. DOES IT APPEAL TO THE BRAND’S AUDIENCE? 3. IS IT APPLICABLE TO THE CATEGORY THE BRAND IS IN?
  • 17. BRAND FIT TRENDS NEED TO BE TESTED AGAINST THE BRAND: §  VALUES IT REPRESENTS §  NEEDS IT RESPONDS TO §  BENEFITS IT PROVIDES
  • 18. IDEATION STEPS §  §  §  §  DETERMINE TREND RELEVANCE FOR BRAND EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS TRANSLATE INTO CONCEPTS
  • 19. IDEATION STEPS §  §  §  §  DETERMINE TREND RELEVANCE FOR BRAND EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS TRANSLATE INTO CONCEPTS
  • 20. VISUAL SPRINGBOARDS §  OFFER AN IN-BED-BUNDLE §  REINVENT THEIR SLEEP RITUAL §  OFFER SILENCE §  NOISE CONTROL VISUAL INSPIRATION CROSS-CATEGORY PRODUCT, SERVICE, PACKAGING, MATERIAL, ICONOGRAPHY, COMMS IDEAS NEED STATES KEY WORDS, VISUALS AND LIFESTYLE REFERENCES CONSUMERS ASSOCIATE WITH A PARTICULAR TREND IN A WAY THAT IS POSITIVE, ENABLING AND AFFIRMATIVE.
  • 21. IDEATION STEPS §  §  §  §  DETERMINE TREND RELEVANCE FOR BRAND EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS TRANSLATE INTO CONCEPTS
  • 22. 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
  • 23. HOW TO TRANSLATE TRENDS INTO IDEAS ! 2.       1.
  • 24. THANK YOU.

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