SIGHTINGS A Look Forward: 11 Trends for 2011

SIGHTINGS
A LOOK FORWARD:
11 Trends for 2011

11 TreNdS
for 2011
CoNSUmer
Local: A Place Unlike Any Other 3
Give Me a Break 4
Change is the Only Constant 5
We, the Ordinary People 6

mArKeTING
Neuromarketing: The Teenage Years 8
Life, Liberty, and the Pursuit of Happiness 10
The American Dream Thrives 12
No Free TV 14

BUSINeSS
Flat Marketplace 15
Eye on China 16
Small is Big Again 17

2 ANTHem’S TreNdS for 2011

CONSUMER TRENDS

LoCAL : A PLACe
UNLIKe ANY oTHer
Keeping Things Close While local businesses naturally have the upper
hand on this one, it isn’t to say that national
Recently, consumers have been embracing retailers can’t also capitalize on the movement. A
everything “local” - from locally produced foods to few have done a great job of addressing the need
local deals to local businesses. Whether motivated for local relevance. Trader Joe’s adds a touch of
by environmental or economic concerns or a local flair by featuring murals relevant to their
desire to be part of a community, it’s all about store locales and selections from local producers,
remaining close to home and the surrounding and Starbucks has been experimenting with
area. Many brands are not up on this trend and concept stores that feature materials sourced
frankly may lose relevance and connection with locally. Whole Foods ensures a portion of its
their consumers by not going local themselves. product mix is always sourced locally.

Today’s consumers no longer want to see We believe companies that personalize and add a
monotony in the marketplace, and they no touch of regional pertinence to their offerings will
longer want to be seen as homogeneous. They be well poised to keep their customers loyal.
respect companies that take into account their rIGHT: The mural outside the Trader Joe’s on Masonic Avenue in
individuality. When businesses add a local touch, San Francisco reflects the city’s most famous landmarks: The
they are providing their customers with a sense of Golden Gate Bridge, the Presidio, Haight-Ashbury, and the Palace
ownership, uniqueness, and pride that speaks to of Fine Arts.
their sense of identity. You won’t find Tito’s Texas LefT: The new store design at the 1st Avenue & Pike Street location
of Starbucks in Seattle features columns, floors and ceilings that
Cosmo anywhere else but Texas, and the locals were preserved from existing local buildings and wood cabinets
will tell you such. made from fallen trees in the Seattle area.


CONSUMER TRENDS

GIVe me A BreAK
A “Play Me, I’m Yours” piano
in the Astoria neighborhood
of Queens in New York City. The Rise of Random limited to those in just the surrounding areas to
the internet world via YouTube and viral videos.
Engagement It’s the ultimate vehicle to catch unsuspecting
viewers by surprise. It’s been so effective in
Out of the doldrums of the recession, a lethargic fact, we’re beginning to see more and more
consumer base is starving for excitement. They’re companies sponsor flash mobs and join in on the
craving activities out of the ordinary and they’re trend. However, while these flash mobs might be
ready and willing to take a break from their capturing the eyes of consumers, they won’t help
everyday routines to engage. them connect to your brand unless the program
is made brand relevant. Suave’s recent New
From the performance arts to business,
York “hairography” flash mob, for instance, was
mediums providing relief in the form of “random
a success. It not only made the dancers’ hair
engagement” are appearing at every corner. For
the stars of the performance, but also provided
example, when the city of New York installed
free giveaways and virtual stylists consultations
over 50 pianos around the city as part of British
through Suave.com for the public to engage in at
artist Luke Jerram’s public art piece, “Play Me,
the event.
I’m Yours,” locals and visitors were eager to play
their favorite pieces to friends, family and crowds So, the challenge now is creating planned
of passersby. Food trucks who often post their spontaneity that matters. Create a campaign that
random locations just hours ahead of lunchtime will engage your consumers, surprise them, and
are another example, having dedicated followers give them a welcome break from their everyday
who will gladly partake in across-town hunts for tasks, while at the same time exposing them to
their beloved fish tacos and crème brûlée treats. the benefits of your business, products, or brand.
Then there are flash mobs, whose viewing
audiences have been transformed from being


CONSUMER TRENDS

CHANGe IS
They both embrace the concept of change. Way
back when (c. 535–475 BCE to be precise),
Greek philosopher Heraclitus introduced the
idea that change was central to the universe
saying: “Nothing endures but change.” Now, in a

THe oNLY
more modern representation, the Ducks football
team of all things, with the help of their Nike
sponsor, have taken on an element of change
and the “unexpected.” The team updates their

CoNSTANT
jerseys so often that they now have over 384
uniform combinations at their disposal for game
day. Sure, Heraclitus probably didn’t exactly
have the Ducks in mind when he suggested the
concept, but aspects of the nearly 2,500 year old
philosophy reign true even today.

What Do the University of Oregon Ducks These days consumers are not only accepting
the constant change going on around them, but
and Greek Philosopher Heraclitus Have in are actually coming to desire and reward it. The
Ducks, for example, have been deemed by many
Common? as the trendiest team in the league and replicas
of their many jerseys are sought after assets. In
another application of change, we see popular
deal websites like Groupon meeting with great
success, posting different deals on a daily basis.
Once consumers purchase their Groupon for their
local bakery, they’ll be sure to find a new deal
the very next day. Then there’s the long-standing
‘limited edition’ line of everything from apparel to
food that keeps consumers anticipating the next
big thing.
Our society is now continually on the move,
with technology aiding this trend in a big way,
equipping consumers with real-time, quick
information while on the go. With this pace,
they are absorbing new information at an
unprecedented rate and are becoming restless
faster than companies have the ability to respond.
Despite the thinking that people hate change,
these days consumers are actually anticipating
and desiring it. Companies need to act fast,
feeding consumers fresh, innovative, and clever
campaigns in order to retain their attention.
Whether it be in the form of a limited product
offering, a short-term special pack with nostalgic
The Oregon Ducks’ BCS National Championship design, or even an updated identity, companies
Game Day uniforms designed by Nike are just one
of the team’s many. Nike has designed so many
need to create anticipation around their brands,
uniform combinations that many view the Ducks as providing the change that consumers are itching
the testing grounds for Nike’s fashion design team. for.


CONSUMER TRENDS

We, THe ordINArY
PeoPLe
crunching, drawing their own conclusions when
Power to the People the unemployment numbers come out.
This has been a trend in the making for years, The rise of Populism, a political party that
but is growing even more pronounced. Over represents “the interests of ordinary people,” is
the last decade, consumers have been trusting additional evidence of this trend. From Sarah
institutions less and themselves, their friends, Palin—seen as a “hockey mom” herself who lives
and their family more. Who needs newspapers in Wasilla, AK—to the Tea Party Movement, the
when I now have access to blogs? Who needs grassroots swell that had significant political
doctors when I have WebMD? Who needs impact in the 2010 mid-term elections, real
restaurant critics when I have Yelp? people are wanting a voice and definitely are
Other areas of study that have long been having an impact.
entrusted to “the experts” are being ceded to The question for brands is—how do you engage
amateurs. Take macroeconomics. After this last with the “ordinary people” to create a connection
great recession, economists have lost a degree of and dialogue with your brand which is so critical
trust. This has led to the rise of “do-it-yourself” in today’s marketplace?
macroeconomics, as reported on by The New
BeLoW: In 2010, Sarah Palin addresses a crowd of about 5,000
York Times. Ordinary and informed citizens are “tea partiers” in Boston, MA near the site of the original Boston
leveraging public data to do their own number Tea Party event.


CONSUMER TRENDS

The “Famous” Ordinary which will be adapted as a major motion picture,
and Molly Wizenberg, whose blog, “Orangette,”
There are several celebrities who are liked led to a book deal and a monthly column in Bon
because of their assumed “ordinariness,” and Appétit magazine. Today, these “ordinary people”
yet some step back and say that at this point, really are making themselves famous.
“What’s so ordinary about Sarah Palin or Kim
Kardashian?!”
On the other hand, you do have some “ordinary”
folks who started as bloggers who have gone and
turned their lives into significant dollars. There
are several examples of bloggers turned authors
that then sold their stories for film—think Julie
Powell of “Julie & Julia” fame. Then there’s also
Ree Drummond’s blog, “The Pioneer Woman,”

BeLoW: Ree Drummond writes in her blog, “The Pioneer Woman,” about going from “black heels to tractor wheels,” living in the country
after growing up in California. Her blog gained widespread recognition and Drummond has now become a New York Times Best Selling
Author with her cookbook, “The Pioneer Woman Cooks.” What’s next? Columbia Pictures will be bringing her story to the big screen with
Reese Witherspoon rumored to be playing Drummond.


MARKETING TRENDS

NeUromArKeTING:
THe TeeNAGe YeArS
Neuromarketing Enters the both the suppliers and the clients seeking the
work. An increasing number of mainstream
Mainstream articles have been published citing results from
neuromarketing studies. From the Campbell’s
The field of marketing has long been seen by soup redesign in February 2010 to news of
some as corporate America’s evil manipulation “political neuromarketing” used to create
“science.” Even the bestselling author and well- emotionally charged campaign advertisements
known marketer, Seth Godin, concedes in a blog during the 2010 elections, Americans are getting
post in 2009 that “some” marketers are evil: more and more used to hearing the term. In
“I think it’s evil to persuade kids to start December 2010, just in time for the holidays,
smoking, to cynically manipulate the Fast Company published an article about how
electoral or political process, to lie to people luxury goods affect the brain and actually drive
in ways that cause disastrous side effects. I more purchases. The trend of “neuromarketing”
think it’s evil to sell a patent medicine when becoming a common term in the marketing
an effective one is available. I think it’s evil lexicon will continue as major firms like Google,
to come up with new ways to make obesity CBS, Disney, Frito-Lay and A&E Television
acceptable so you can make a few more
bucks.”

Whether you believe marketing is good or evil,
the case in favor of neuromarketing continues to
gain strength. Despite the ongoing ethical debate
around the technology and its application in the
business world, the demand for “true” unbiased
consumer data is stronger than ever. It’s no longer
a question of whether neuromarketing as a field
will survive; rather the discussion will need to
shift to how and when the technology will become
more accessible and thus more widely used and
applied.
Over the past two years, the industry has made Newt Gingrich’s “The Spirit of Washington”—a neuromarketing
significant progress in terms of credibility of based TV spot use in the 2010 campaigns.


MARKETING TRENDS

continue to use neuromarketing to test consumer
impressions.
Despite the increase in usage and reference
of neuromarketing, nearly every article on the
subject addresses the strong anti-nueromarketing
side. However, it is unclear why the concept of
applying neuroscience in marketing should cause
such a stir—surely this is not new. The study
of psychology and marketing have long been
intertwined. In the early twentieth century, Edward
Bernays, nephew of Sigmund Freud, spent his
time studying consumers’ subconscious desires
in order to sell products. He was successful in
his endeavors and is attributed with convincing
women that smoking was a sign of liberation, as
well as persuading consumers in North America
that bacon and eggs was a healthy breakfast.
One could then explain that neuromarketing is
a natural evolution of the study of psychology
and marketing with more sophisticated tools
(neuroscience) to evaluate the consumer’s
behavior and decision making process.
We tend to agree with Mr. Godin who, later in the
same blog post, asserts:
“...marketing works for society when the
marketer and consumer are both aware of
what’s happening and are both satisfied with
the ultimate outcome.”

Neuromarketing is a field worthy of exploration.
As the body of knowledge on the technology and
research behind neuromarketing continues to
grow, marketers and consumers alike should
spend their time understanding the field and the
potential impact of the science before wasting
any more energy on the ethical debate. There is no
going back!

A study of our own subconscious by Sigmund Freud’s
nephew convinced us that bacon and eggs was the
best way to start our days. More bacon, please!


MARKETING TRENDS

LIfe, LIBerTY, ANd THe
PUrSUIT of HAPPINeSS
We Search for Happiness ...
Marketing happiness isn’t new. Look at the
McDonald’s Happy Meal. Yet there has been a
renewed focus on positioning around “happiness,”
which started pre-recession and has become more
pronounced post-recession. Tony Hsieh, the CEO
of Zappos, wrote a book, “Delivering Happiness,”
that advocates creating a brand and managing a
business based on the science of happiness. The
authors of “The Dragonfly Effect” suggest that
brands should design “happy” experiences.
And perhaps this is exactly what brands should
do. Even Aristotle said, “The highest good is
happiness.” And according to a worldwide
study, if you ask people what they want in life,
“happiness” is at the top of the list - happiness
for themselves, their family and their community.
Many preach this focus. For example, Nic Marks,
the founder of the Centre for Well-Being at the UK
think tank New Economics Foundation, advocates
for measuring happiness instead of GDP. You India’s Vedanta Aluminium brandline— “Mining Happiness. For
have the country of Bhutan that takes just that the people of Orissa.”
approach, running the country based on the
importance of happiness to its people, measuring ... And Brands Answer the
“Gross National Happiness.” Another think tank,
Legatum Institute in London, ranks the happiest
Call
countries in the world, with a focus on prosperity. Around the world, marketers are answering the
According to their study ranking 110 countries, call, promising that their brands can help secure
Norway, Denmark, and Finland, respectively, top this elusive feeling. From Coca-Cola globally
the list. to Gas Natural Fenosa in Spain to Vedanta


MARKETING TRENDS

Aluminium in India. Yet, happiness likely means understand your product’s role in the consumer’s
different things to these consumers around the life. At minimum, what may be most important
world. The Geography of Bliss, the book by Eric is ensuring that the happiness message used is
Weiner, charts his travels through different culturally relevant - specific to how happiness is
countries and chronicles each country’s view on viewed in each respective country in which you
happiness. While some commonalities might be market.
drawn, he highlights the differences across them.
Perhaps “happiness” has gone global, yet a
marketer should first ask—can I truly deliver
happiness? Is this a promise every brand can
truly make? It may require digging deeper to really

ToP LefT: Coca-Cola’s campaign, “Open Happiness”
BoTTom LefT: ELLE Korea’s “Share Happiness” charity
campaign ToP, rIGHT: Gas Natural Fenosa from Spain—
“Happiness is Home Generated” BoTTom rIGHT: Always’
“Have a Happy Period” campaign


MARKETING TRENDS

THe AmerICAN dreAm
THrIVeS
Risk Appetites Increase continues to energize more people than ever to
embark on their American dream. These aspiring
While Barriers to Entry individuals are young and old alike - from the
freshly minted college graduate who grew up
Decrease hearing about the Mark Zuckerbergs and Jimmy
Wales of the world to the laid-off worker with long
We’ve often heard that small businesses run the
repressed dreams to strike out on his own.
economy, and when one looks at the stats, it tells
a very convincing story. As they set out, these soon-to-be entrepreneurs
are finding an ever-growing number of services
STATS: The estimated 29.6 million small and products that are designed specifically
businesses in the United States: to make their new start-up life easier. From
incubators to online resources, it’s all available.
• Employ just over half of the country’s It’s the small business “perfect storm:” a growing
private sector workforce worker base that is becoming less risk averse
• Hire 40 percent of high tech workers, and more entrepreneurial at the same time that
such as scientists, engineers and the barriers to entry for starting a business are
computer workers decreasing.

• Generate a majority of the innovations There are a host of tools and resources available
that come from United States companies to facilitate these new found entrepreneurs. From
affordable commercial kitchen space for rent
• Include 52 percent of home-based (La Cocina in San Francisco, Flatiron Kitchen in
businesses Manhattan) to legal and filing services like Legal
• Represent 97.3 percent of all the Zoom, there is assistance available on every
exporters of goods (virtual) corner. San Francisco, in particular,
has seen a surge in incubators in the past
• Represent 99.7 percent of all employer year—dedicated spaces which house multiple
firms early stage companies and provide office and
support services at a low cost. This phenomenon
As the recession recedes, the unemployment is creating powerful networks of entrepreneurs
numbers remain less than optimistic, fueling this who may grow up to be powerful and influential
trend even more. The steady lack of employment business leaders.


MARKETING TRENDS

The business community is starting to tap into States, it takes only 6 days to start a company.
this growing base, as well. American Express Compare that with 120 days in Brazil or 47
was one of the earlier companies to target small days in Spain. However, even 6 days seems long
businesses with their OPEN platform. Now most compared to New Zealand, the clear winner—just
of the heavyweights like the Wall Street Journal 1 day and you’re in business! In fact, the U.S.
and New York Times have dedicated “Small government offers extensive resources that are
Business” sections offering an abundance surprisingly easy to navigate—their website
of free information and resources. On a more www.sba.gov has been newly redesigned for
individual level, there are endless blogs written greater ease of navigation.
by and for small business owners including Duct
Tape Marketing, Small Business Trends and So what’s next? Will the new paradigm include an
Entrepreneurial Mind. And as a sure sign of the ever growing collection of small businesses and a
times, there are numerous specifically tailored return of the “mom and pop” shop culture (even
apps to help entrepreneurs grow and thrive. if the “mom and pop” shops live exclusively on
Examples include Prosper, a peer lending service, Etsy)? Or, will these businesses grow up with the
or FreshBooks for online invoicing. hopes of being acquired and the founders retiring
early? One thing we know, small businesses will
Government regulations can also support or continue to fuel the economy for the foreseeable
facilitate the starting of a business. In the United future.

LefT: Legal Zoom, legal filing services BoTTom: Kitchen space
for rent at La Cocina, a San Francisco incubator kitchen
rIGHT: American Express’s Open Forum provides endless
advice and assistance for small business owners


MARKETING TRENDS

No free TV
it’s free TV (and some movies). No, not free—
consumers still have to sit through ads. The
content is also usually limited to the most recent
4 to 5 TV show episodes and must be watched
on a computer. Consumers can upgrade to Hulu
Plus for $7.99 per month to get a mobile app that
allows them to watch on an iPhone, iPad and iPod
touch. They still have to watch ads mind you and
What Are You Paying For– almost 90% of the content is the same as on the
basic Hulu. You’re buying portability. Check out
Content or Convenience? Netflix—they will stream a limitless number of
Not so long ago families and friends gathered to movies to any computer or set-top box for just
watch programmed TV on TV. They paid a sizable $7.99 per month. May sound awesome; however,
subscription fee for cable or satellite services and if a consumer is dying to see a movie the day
sat through advertisements. it is released on DVD, they can’t. They have to
wait 28 days. Okay, let’s try AppleTV. The coolest
Now almost anywhere and more often solo, people feature is the slick TV user interface for which
are watching TV and movies on any number of people pay $99 for the box. It’s in the name, but to
devices (e.g., iPad, computer, phone) or connected reiterate, it’s only for TV, so no mobility. There are
devices (e.g., Blu-ray, wii, Netflix box, AppleTV, no ads but consumers have to pay a minimum of
DVR). By the way, people are still probably also $1.99 per show/movie. Or consumers can access
paying for cable or satellite services. their Netflix account (remember $7.99/month)
to watch videos. Confused yet? The marketplace
There are now so many companies—Netflix, Hulu, is seeing an explosion of new devices, services,
AppleTV, iTunes, Sears (Alphaline Entertainment), content, features and benefits that are beyond
and Google TV—to name several—each comprehension.
Hulu, Apple TV, and Netflix
are just some of the options distributing content and each with their own
consumers have today to view pricing strategy and unique set of features and It’s not unlike the early days of cell phone plans,
their favorite TV shows. benefits. Let’s start with Hulu. At first glimpse, when it was impossible to do a straightforward
comparison. Consumers are left to sift through
endless options and make interesting trade-offs.
So what are they really paying for? Time will tell
how this market will evolve and develop. Who
knows, media content such as newspapers and
magazines may eventually end up following along
a similar path.
The digital world may make us think things are
free, but content and service providers need to
make money somehow. No money, no content.
No content, no watching TV. In the end, pricing
and service offerings may be just as much about
beguiling the consumer into paying for content as
it is about creating marketplace differentiation.


BUSINESS TRENDS

fLAT mArKeTPLACe
McDonald’s addition of
McCafé has positioned it as Finding Growth Means Being of Starbucks. Starbucks is heading in the other
direction, testing out selling beer and wine to
Everything to Everybody
a direct competitor to the
likes of Starbucks. expand its evening business. Subway offers its
“Build Your Better” breakfast, and Jamba Juice
In today’s business climate, driving topline isn’t has expanded its morning and afternoon offering
easy in categories where growth rates are slowing with oatmeal and sandwiches.
to flat. Bottom line is just as difficult to manage
in a business and economic climate that has For these businesses, traffic is key—once you
demanded price declines, reducing prior years’ have them in the door, what can you sell them?
pricing actions, while cost pressures continue to In other categories, you may ask how you can
squeeze margins. expand your brand’s reach—to different targets,
to different price tiers, into new benefit areas, into
In response, what we’re witnessing is a new categories. Growth is the name of the game.
marketplace mash-up with retail channels no It’s time to expand your reach.
longer arranged in nice, neat buckets. You see
Mass merchants like Target entering the grocery
channel looking for more frequent shopping trips.
The Drug channel is doing the same, seeking
shopping occasions by expanding the amount
of food they carry to be meaningful to urban
shoppers seeking convenience.
We even see this expansion across categories
into dayparts, especially with food and beverage
establishments. McDonald’s focus on McCafé
has led to tremendous growth of its morning Target recently introduced fresh grocery in an effort to drive store
trips and offer a one-stop-shop environment for their shoppers.
offering targeted to steal share from the likes


BUSINESS TRENDS

eYe oN CHINA
Boom or Bust? American footwear maker, speaks of their China
expansion plans as if it’s modest:
China is the world’s fastest growing economy at “We have 110 stores in China and plan to
9.6%, growing almost four times faster than the more than double that in the next three years.
U.S. economy at 2.6%. With the world’s largest It’s not aggressive because I don’t want to be
population and amazing growth rates, everyone is aggressive, I want to be thoughtful.”
looking to China to bolster topline growth.
And it’s not just the large companies that are
Gap Inc. recently opened its first store (of four) focused on this market. A recent HSBC study
in China. Additionally, Gap is selling to the large showed that more mid-sized companies ($20
online Chinese consumer base of 420 million. million to $5 billion) see China as the country with
Starbucks currently has nearly 400 stores in the greatest growth potential. However, China
China and plans to up that into the thousands. is not a panacea for all companies. Technology
Jeffrey Swartz of Timberland, the number seven companies are not faring as well due to the
government’s censorship and security policies, as
evidenced by Google’s recent withdrawal from the
Chinese marketplace.
While China may be the key to topline growth for
many, the country’s role in delivering bottom line
results is starting to shift. Aside from government
policy, the fundamental costs of doing business
in China are up. The country’s accelerated growth
has led to an almost 30% increase in labor costs
in key cities. The basic costs of energy, land
and money (interest rates above 5%) are on the
rise, as well. Together these forces are putting
pressure on Corporate bottom lines, leading to
a big squeeze. Some companies are actually
now leaving China, like General Electric. General
Electric is moving water heater production back to
the U.S. to Kentucky.
China is bound to be a factor in future business
results. Yet, will topline growth prevail, or will
rising costs eat away at the profits?


BUSINESS TRENDS

SmALL IS
The End of the Physical
Mega-store
Some shoppers like the physical thrill of the hunt,

BIG AGAIN
wading through stores and merchandise, but with
the ability to find almost anything online these
days it begs the question of why a retailer needs
a large storefront anymore. Blockbuster learned
this lesson the hard way, and other retail outlets
are going to be following suit. With Amazon’s
online offerings, what’s the benefit of a big box
bookseller? We are already seeing Barnes & Noble
and Borders shutting down stores, while small
independent booksellers that provide personal
attention and specialization are holding strong.
It gets beyond just changing consumer purchase
habits. There are business implications to running
such large outlets. The real estate portfolio isn’t
worthy of the investment anymore. An example
of this—Dollar stores have been eating Wal-
Mart’s lunch during this economic downturn.
That is largely because of its pricing strategy,
but another big factor is the size of their stores in
comparison to a Walmart. For example, Dollar Tree
stores on average are 8,580 sq. ft. vs. WalMart
Supercenters, which are 185,000 sq. ft. Not only is
there a cost to that retail space, but the demands
on inventory turnover are greater to make a profit.
Across a large store base, Dollar Tree is able to
get the velocity it requires without a large store
format. Given their competition’s rise and the
formats success, even Walmart is continuing to
pursue smaller store formats.
While Barnes & Noble is
shutting down stores, Perhaps the moral to the story is—when you
smaller format stores like have a new competitor enter your market with a
Dollar Tree and express revolutionary model, take heed quickly. Case in
mediums like RedBox are
thriving. point: Barnes & Noble did and has a chance of
survival; Borders did not and is on the ropes.


Anthem Worldwide, a Schawk Strategic Design Company, is an
integrated global network that provides innovative solutions
to articulate, unify and manage brand impact. Anthem creates
compelling brand experiences by aligning its strategic, creative
and executional talent worldwide with the business needs of
companies seeking a competitive advantage. Anthem offers a full
range of branding and design services. For more information on
Anthem, please visit http://www.anthemww.com.

© 2011 Schawk, Inc. All Rights Reserved. No part of this work
may be reproduced in any form without written permission from
Contact: the copyright holder. Schawk is a registered trademark of Schawk,
Kathy Oneto, Vice President, Brand Strategy Inc. The Anthem logo is a trademark of Schawk, Inc. All other
kathy.oneto@anthemww.com trademarks are the property of their respective owners.


WORKS CITEd:

A PLACE UNLIKE ANY OTHER
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GIVE ME A BREAK
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CHANGE IS THE ONLY CONSTANT
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WE, THE ORDINARY PEOPLE
The Pioneer Woman, http://thepioneerwoman.com/
TLC

NEUROMARKETING: THE TEENAGE YEARS
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“Neuromarketing the 2010 Elections: Scoring Campaign Ads,” FastCompany.com, http://www.fastcompany.com/1700207/campaign-ads-and-neuromarketing
“Crystal Ball Persuasion: Biometrics, Neuromarketing... Are Consumers Really Buying it?,” Brand Channel, http://www.brandchannel.com/home/
post/2010/11/16/Neuromarketing.aspx
“How Luxury Goods Affect the Brain and drive More Purchases,” FastCompany.com, http://www.fastcompany.com/1710433/how-luxury-goods-effect-the-brain
“Neuromarketing History,” HubPages.com, http://hubpages.com/hub/Neuromarketing
“Freud’s Nephew and the Origins of Public Relations,” NPR.org, http://www.npr.org/templates/story/story.php?storyid=4612464

LiFE, LiBERtY, ANd tHE PURSUit OF HAPPiNESS
tEd, Nic Marks, Aug’10
The Geography of Bliss, Eric Weiner

THE AMERICAN DREAM THRIVES
“Startup Fever: College Students Have it Bad,” BusinessWeek.com, http://www.businessweek.com/bschools/content/oct2010/bs20101015_395013.htm
“Small business Blogs,” Forbes.com, http://www.forbes.com/bow/b2c/category.jhtml?id=320
“the Entrepreneur’s Guide to Web 2.0: top 25 Apps to Grow your Business,” directoryAviva.com, http://www.avivadirectory.com/entrepreneur-apps/
“San Francisco sees influx of tech incubators,” SFGate.com, http://articles.sfgate.com/2010-06-18/business/21915617_1_incubators-early-stage-social-
media
“Small Business impact on the Economy,” SCORE.org, http://www.score.org/small_biz_stats.html
La Cocina, San Francisco, http://www.lacocinasf.org/about-la-cocina/
“A Kitchen-for-Rent is a Lifeline for the Laid-Off,” NYtimes.com, http://www.nytimes.com/2010/12/15/nyregion/15kitchen.html?_r=1

NO FREE tV
“is Hulu Plus Worth the Cost (and Commercials?)”, FastCompany.com, http://www.fastcompany.com/1685265/is-hulu-plus-worth-the-cost-and-commercials
“What the hell is going on with tV?,” CNN.com, http://tech.fortune.cnn.com/2011/01/03/what-the-hell-is-going-on-with-tv/
“Sears, Netflix’s Newest Competitor,” the Atlantic Wire, http://www.theatlanticwire.com/opinions/view/opinion/Sears-Netflixs-Newest-Competitor-6377
“Here’s how Netflix’s pricing model reinforces strategy changes,” intrepid ideas Blog, http://www.spruancegroup.com/blog/bid/33239/Here-s-how-Netflix-s-
pricing-model-reinforces-strategy-changes
“Hulu Plus Emerges From Preview, Cuts Price By two dollars to $7.99,” RealSEO.com, http://www.reelseo.com/hulu-emerges-preview-cuts-price-dollars-799/
“Free video site Hulu explores premium pricing,” USA today, http://www.usatoday.com/tech/news/2010-02-03-hulu03_St_N.htm

EYE ON CHINA
Economic indicators World Heatmap, http://www.tradingeconomics.com/World-Economy/Maps.aspx
“Gap to Expand into China in 2010 With Flagship Stores in Beijing, Shanghai,” Bloomberg, http://www.bloomberg.com/news/2010-06-23/gap-to-expand-into-
china-in-2010-with-flagship-stores-in-beijing-shanghai.html
“Starbucks Eyes China,” Fool.com, http://www.fool.com/investing/general/2010/04/15/starbucks-eyes-china.aspx
“HSBC Study: More U.S. Mid-Sized Companies Bolster Plans to Expand international Revenues,” HSBC Press Rroom, http://www.hsbcusa.com/ourcompany/
pressroom/2010/news_06282010_hsbc_international_business_survey.html
“the Growing Cost of doing Business in China,” inc Magazine, http://www.inc.com/magazine/20101101/the-growing-cost-of-doing-business-in-china.html
“Rising China labor costs could create new inflation headache for West,” dailystar.com, http://dailystar.com.lb/article.asp?edition_id=10&categ_
id=3&article_id=124075#axzz1C9QJU9gi
“Companies Are Leaving China,” Metrolic, http://www.metrolic.com/companies-are-leaving-china-122510/
“timberland focus on China, sees U.S. growth,” AsiaOne.com, http://www.asiaone.com/Business/News/Story/A1Story20101110-246648.html

SMALL IS BIG AGAIN
“What Went Wrong at Borders,” the Atlantic, January ‘11
“The Buck Shops Here,” time Magazine, 12/20/10
“Barnes & Noble Seeking New Future with New Owners,” Forbes.com
“dollar tree Continues Southern California Expansion,” CPExecutive.com, http://www.cpexecutive.com/regions/west/dollar-tree-continues-southern-california-
expansion/


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