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Trend Preso Slideshare Trend Preso Slideshare Presentation Transcript

    • Trend Lab Update
    • Presented by Erin Middleton, Brand Planner
    • April 23, 2008
  • What we’ll cover
    • Trends today
    • Opportunity for planning
    • The room on 10
    • Q & A
  • Trends industry
  • Problems with “trends”
    • The word “trend” is vague
    • “ The latest trends” is misused and overrated
    • Trends are often mistaken as novelty, not real ideas
  • Opportunity
    • If we are
    • 700 of the brightest, smartest, most talented and focused people in the industry today
    • then…
  • Opportunity for TRG
    • We need to
    • Be thought leaders
    • Get everyone involved
    • Eliminate duplicate efforts on research and trends
    • Integrate
    • Contemporize the agency
    • “ Companies that ride the currents succeed; those that swim against them usually struggle. Identifying these currents and developing strategies to navigate them is vital.” - Ian David, McKinsey & Company
  • That’s where you come in
    • Look for more than “trends”
    • Connect the dots
    • Be a culture expert
    • Make ideas actionable
  • Planners rule!
    • “ You can find inspiration in everything and if you can’t you are not looking.” - Paul Smith
    • We offer human interpretation
  • A new way to look at trends
    • A Connections Lab
    • - build cultural context
  • Cultural Snapshot
    • Consumer confidence (economic environment)
    • Conversation of the month (Trend Report)
    • Digital/Interactive trends
    • Creativity trends
    • Media trends
    • Reported trends
  • Be smarter
    • What events and news are contributing to the American psyche?
    • What cultural context is a brand strategy going to be operating within?
    • What opportunities are there to be forward-thinking and proactive with cultural movements?
    • What conversations can you facilitate with the client?
  • Culture Snack April ‘08
    • Economic worries
    • But it’s a free society
    • And everything is green
    • And “good”
    • Hello consumer community
    • Help me with stress
    • Small, bite-sized bits of media
    • Thanks Google and YouTube
  • What about the Resource Library?
    • The trend lab does not replace the Resource Library
      • You know more of what you’re looking for vs. discovering something you didn’t think of
    • Same thing with Iconoculture
      • As planners, we should bring something to the table, instead of relying on them to be the information source
  • The Lab - levels of engagement
    • Room
      • Clump similar-themed articles
      • Conversation of the month
      • Trend report
    • Blog
      • Write posts
    • Agency
      • “ Put it in the folder!”
    • Newsletter
      • Receive and enjoy
  • How to get involved
    • Newsletter
    • Article collection
    • Field Trips
    • Brainstorming
    • Trend reports & presentations
  • Now for some Q & A