2009 Emerging
                                                E     i
                                            Trend Re...

  1. Trend Report Introduction
  2. Detailed Trend Analysis
  3. About the Authors

2 | 2009 Emerging Trend ...
Trend Report Introduction

3 | 2009 Emerging Trend Report | Sparxoo
Emerging Trend Report: An Introduction

       We have understood the key cultural and business trends of the here
Summary of Top 10 Emerging Trends

       1. Sensory Mash-Up
       Companies are finding new ways to re-energize product...
Summary of Top 10 Emerging Trends (Continued)

       6. Houdini
       To break from that straight jacket of work, famil...
Detailed Trend Analysis

7 | 2009 Emerging Trend Report | Sparxoo
Trend 1. Sensory Mashup

   Definition                                                            Ex...
Trend 2. MAXimizers
   Venture for Value

   Definition                                                            Example...
Trend 3. Darwinism
    Survive and Thrive

    Definition                                                              Exa...
Trend 4. Patriotism 2.0
    United We Stand

    Definition                                                            Exa...
Trend 5. Crisis = Opportunity
    Rebuilding From the Ground Up
    Definition                                            ...
Trend 6. Houdini
    Get me outta here

    Definition                                                             Example...
Trend 7. Retrofitting
    Reinventing Classic
    Definition                                                            Ex...
Trend 8. Redefining Icon
    Heroes Emerge in Challenging Times

    Definition                                           ...
Trend 9. Pay Forward
    Good Deeds Beget Good Deeds

    Definition                                                     ...
Trend 10. Private Eye
    Magnifying the Truth

    Definition                                                            ...
About the Authors

18 | 2009 Emerging Trend Report | Sparxoo
Sparxoo strives to create purposeful impact for the long-run
    p                        p p          p               g

We fuse right-brain and left-brain capabilities to deliver
   creatively strategic solutions
            y       g

We are leaders in the digital and branding community
                           g                g         y

We provide leadership in the pursuit of breakthrough
   results as personally defined for y
              p        y      ...
David Capece provides strategic leadership with a focus in
   digital media & entertainment

    David Capece serve...
We have a team of strategically creative business

                          Katherine Parsons is a ...
100 Merriman Street, #5
                                             Rochester, NY 14607
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2009 Emerging Trends Sparxoo


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We have understood the key cultural and business trends of the here and now with our Mainstream Trends. Our Emerging Trend Report is a cultural snapshot of how businesses are fusing new ideas with old and building a new and entirely forward-thinking world.

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2009 Emerging Trends Sparxoo

  1. 1. 2009 Emerging E i Trend Report 1 | 2009 Emerging Trend Report | Sparxoo
  2. 2. Contents 1. Trend Report Introduction 2. Detailed Trend Analysis 3. About the Authors 2 | 2009 Emerging Trend Report | Sparxoo
  3. 3. Trend Report Introduction 3 | 2009 Emerging Trend Report | Sparxoo
  4. 4. Emerging Trend Report: An Introduction We have understood the key cultural and business trends of the here and now with our Mainstream Trends. Our Emerging Trend Report is a cultural snapshot of how businesses are fusing new ideas with old and building a new and entirely forward-thinking world. Putting the current socioeconomic and political ecosystems under a microscope, we have found the future leaders making significant impact on the world with i i t th ld ith innovative, i i htf l and compassionate ti insightful d i t products and services that aim to make real difference. We are escaping into virtual worlds, watching millionaires go incognito as blue collars, signing up for social networks for discounts and collars coupons, and creating games out of rock climbing. And how about a new measure of patriotism? 300,000. That's how many applications the Obama Whitehouse received, compared to the 44,000 sent to the Bush Whitehouse. The velocity of new ideas, innovations and policy can be dizzying. That's why we've put our ear to the ground to discover what trends are going to emerge. We've fused our research and insight into 10 unique trends that comprise Emerging Trends of 2009. 4 | 2009 Emerging Trend Report | Sparxoo
  5. 5. Summary of Top 10 Emerging Trends 1. Sensory Mash-Up Companies are finding new ways to re-energize products by connecting p g y g p y g (A)typical with (C)onvention to get (B)usiness. 2. Maximizers As we find new ways to trim our budgets, consumers are emerging more savvy than ever. 3. Darwinism In our dog-eat-dog world, the laws of survival are pushing us to adapt or die. 4. Patriotism 2.0 To break through the heavy storm clouds ahead, it's going to take a renewed sense of enthusiasm as a nation. 5. Crisis=Opportunity Today smoke fills the air as our system is on fire. Tomorrow we will sift through the ashes to find new opportunities for rebirth. 5 | 2009 Emerging Trend Report | Sparxoo
  6. 6. Summary of Top 10 Emerging Trends (Continued) 6. Houdini To break from that straight jacket of work, family and social obligations, we need an escape. Just like the Great Houdini, we need to find that illusion to keep balance between quot;me timequot; and quot;them time.quot; 7. Retrofitting Taking th ld d T ki the old and making it new again will be paramount for consumers ki i ill b tf looking for authentic products with authentic prices. 8. Redefining Icon The leaders and influencers of tomorrow will take many shapes and forms. forms As we redefine our expectations for iconic figures, will we look to Paris Hilton or Perez Hilton? 9. Pay Forward y As we reprioritize what is important in our lives, even the secret millionaires can engender goodwill with surprising acts of generosity. 10. Private Eye Our search for the truth has lead us to value realism over idealism, and break down stereotypes to realize the potential in everyone. 6 | 2009 Emerging Trend Report | Sparxoo
  7. 7. Detailed Trend Analysis 7 | 2009 Emerging Trend Report | Sparxoo
  8. 8. Trend 1. Sensory Mashup Multi-Experiential Definition Examples To re-energize product appeal, many companies are looking DigiWall. Recently, there has been a movement in the gaming toward unconventional ways to speak to our senses--often world to push gamers off the couch and into a world that further adding additional, more alternative ways to grab our attention. blurs the line between reality and virtual reality. DigiWall Sensory Mash-Up is all about finding different ways to makes us incorporates a fun, gaming experience into the sport of indoor feel, using nontraditional methods. Whether its shoes or rock climbing. Lights are embedded into the holds (aka, grips), so climbing, companies are connecting (A)typical to (C)onvention to climbers are challenged to either climb using certain holds, or g ( ) get (B)usiness. might be challenged to climb the wall within a certain time frame. g g The portable wall is targeted toward children, but it provides a fun experience for adults. Spin AudioFuel. The beat of the drum guides our pace and the rest of Purely Experiential. Taking two unrelated, great ideas and the band carries our strength to do better. The people at AudioFuel smooshing them together is the core of the Sensory Mash-Up began thinking... why not create a music download site for runners trend. Most ideas are interesting, but do not have staying power. d d b d h who need the right beat for the right workout? AudioFuel did just h d h h b f h h k d l dd It's all about experimenting to create something interesting and that, and then some. Runners can download beat-specific play lists new. Often times Sensory Mash-Up products are difficult to (varying in intensity), with voice-overs counting the beats ,offering launch because they are too far in left field. But once in a while, running tips and inspirational remarks. Sensory Mash-Up works and becomes an instant sensation. Samsung. Traditionally, vending machine advertising has been left up to the product inside the machine. Well, Samsung hopes to machine Well change that. With their new 46quot; touch-screen Coca-Cola vending Custom Fit. Nowadays, companies are buzzing about, asking, machine, unveiled at the International CES (produced by Consumer quot;how can we customize this to our consumers?quot; Well, the ideas Electronics Association), Samsung gives a new face to the on-the- hatched from that question often times lead into Sensory Mash- go snack machine (with much ad space, of course). Up. It begins with what part of your companies product can be customized. Is it your shoe color/design, or the size of your y / g , y Key Words y mug? Then, how are consumers going to customize... are they Blend, Enhance, Experience, Fresh, Mutli-Dimensional, Innovative going into your store or are they customizing online? 8 | 2009 Emerging Trend Report | Sparxoo
  9. 9. Trend 2. MAXimizers Venture for Value Definition Examples Doing more with what you have is what the MAXimizer trend is Re-Tooling. In a recent survey, the Department of Labor all about. Whether it’s getting the best value in education or reported a substantial job decline in the manufacturing and finding the best bargains, a savvier shopper will emerge as we construction sector, while education and government sectors face economic hardships that challenge us to search for remained unaffected. It is going to be evermore important that outstanding value. The MAXimizer trend is where the intellectual former employees with a high school diploma as their highest fulfillment of the classroom meets the great feeling of getting the academic achievement return to the classroom. To have a best deal—keeping in mind that value is relative, regardless of competitive edge in a new job market, it is critical for workers to class, no one wants to be taken advantage of. , g learn new skills. Spin Aldi’s Discount. Aldi’s deep discounts and no-frills philosophy (bag the baggers and serve yourself at the cash only registers) Getting an Edge. In a competitive world, we need to stay a may be just the ingredients of a recession proof recipe. Already, step ahead. Now more than ever, we have to capitalize on our Aldi’s low prices—up to 40 percent lower than those of regular strengths and push ourselves to be stronger and more supermarkets—have scored it a loyal following. Whether your competitive. Learning new skills is an important element in household income is $30,000 or $300,000 everyone is looking for h h ld i i $30 000 $300 000 i l ki f staying ahead of the curve. College admissions have seen an real recessionary “rollbacks” and Aldi may be the answer to influx of applicants due to what some call the quot;bomb shelter savings without having to “cutback” on purchases. mentality.quot; Academia is a great way to boost your resume while dodging the harsh realities of a slow economy. Perkler. This Australian website is the Amazon.com for rewards programs. Users sign-up for rewards programs that look Savvy. Bargain hunting is key to those seeking to maximize interesting and Perkler com sends users rewards in store or Perkler.com their shopping dollar. Consumers are finding new ways to get online. It’s also a buy for niche shoppers or those looking for that the best deal. Whether it is a web service or the penny-saver, unique something. Perkler has over 500 rewards programs with coupons and discounts are the carrot at the end of the stick for 150,000 rewards. Finding that right something can come with the the MAXimizer. right price. Key Words y Savvy, Resourceful, Knowledgeable, Alternative, Value 9 | 2009 Emerging Trend Report | Sparxoo
  10. 10. Trend 3. Darwinism Survive and Thrive Definition Examples To summarize Darwin's work: adapt or die. When faced with a The Detroit Three. Foreign automakers have been the driving seemingly insurmountable challenge, consumers nationally and force in innovation and efficiency. Unfortunately for the Detroit internationally are forced to adopt a doctrine of change. We’re Three, their image has been quite the opposite. As the Detroit re-assessing our impact as individuals and a people while we Three struggle to re-brand themselves into an image similar to their adapt to our current social, technological, economic and political foreign counterparts, adaptation is a necessity for survival. environment. Even blue chip companies could not stave off Rentobile. The up-to-date and “coolness” factor are two elements evolution. When adaptability meets reality, no one is immune to p y y, that drive technology. Apple, is all about the “coolness.” They sell d i e technolog Apple abo t “coolness ” The change. “cool.” And consumers are constantly changing phones to get the most recent “cool.” Rentobile has squeezed itself between the traditional supplier and consumer to meet our incessant need for Spin this “cool.” It offers mobile phones for rent, much like Blockbuster, Extinction Just as in nature, when companies do not adapt, except with $200-500 products. Simply rent a phone on a month-to- they face certain extinction. At this pivotal time in our history, we h f h l h month basis and if you like it, keep it for however long you want. hb d f lk k f h l have to make tough decisions. And for those who lack foresight, Then, if Blackberry comes out with a new phone, exchange your old their future is uncertain. product for the new “cool.” Adaptation. Companies and people alike have a choice… either China. The 2008 Beijing Olympics was a snapshot of an emerging change and march ahead, or give up and fall behind. Through global economy experiencing some sizable growing pains. Pollution, our business decisions and personal behavior (whether it s decisions, it’s national infrastructure, overpopulation international image are a infrastructure overpopulation, buying or voting etc), we have to adjust to our shifting few of the issues hitting the worlds third largest economy environment if we want to be successful. (surpassing Germany, according to the World Bank) like a ton of bricks. China's policy of isolation has taken a 180-degree turn in direction--making adaptation essential for continued success and growth. Key Words Adaptation, Extinction, Evolve, Survival, Change 10 | 2009 Emerging Trend Report | Sparxoo
  11. 11. Trend 4. Patriotism 2.0 United We Stand Definition Examples What does it mean to be an American? As a nation, our sacrifice, Ballot of Hope. Barack Obama has been a symbol of hope and spirit, ambition and innovation are all links in a chain that pulls change for many Americans struggling today. His unique and our country forward. With strong leadership and spirit, we can insightful perspective has truly inspired a nationalistic spirit that wade through the hard times of today and those ahead. As in yells out, We can do it—we will prevail! our history, the links in our chain become stronger with the Helping Hands. Over 60 million Americans volunteered weight we carry. To pull ourselves out of this economic rut, our through an organization in 2007, according to the Bureau of expectation and goals require renewed national enthusiasm. p g q Labor Statistics Though ol ntee ism Labo Statistics. Tho gh volunteerism, in recent years, has ecent ea s faded, given the radically different economic, social and political environment, more Americans will make that sacrifice for the Spin greater good. Leadership. As we are all important in strengthening the 300,000 Applications. If there is any indicator of patriotism, integrity of country, it’s new, fresh leadership that dictates our the 300,000 applications received by the Obama administration is 300 000 social, economic and political direction. New thought and insight l d l ld h h d h it. Compared to the 44,000 George W. Bush received during his on all levels—from community-based all the way to the Oval first term, the Obama administration has become a symbol of Office—are the driving forces that move and inspire us to create Americas pride in its future. a better country. Made In America. Product origins will mean much more to Sacrifice. To join as a country, there has to be a consensus— Americans as our economy continues to slump. Products made in everyone has to be on the same page Our acceptance of page. the US don’t just signify jobs; it’s a stamp of quality. Many third collective sacrifice is paramount to the unity and success of our world nations, and even developing nations, turnout products country. that have zero quality control. In America, with government Pride. As we face to each other for help in these trying times, entities like the FDA, when consumers buy homemade products, we are re-discovering our identity as a country. As we redefine they’re also buying peace-of-mind. what it means to be an American, we are adopting a feeling of , p g g Key Words hope, pride and dignity from within. Hope, Sacrifice, Leadership, Unity, Pride 11 | 2009 Emerging Trend Report | Sparxoo
  12. 12. Trend 5. Crisis = Opportunity Rebuilding From the Ground Up Definition Examples John F. Kennedy once noted that the Chinese character for the Bankruptcy. More often than not, bankruptcy has serious negative word, “crisis” has two brush strokes: one stands for danger, the overtones. Of course it does… it means you or your business are other opportunity. Many have drawn parallels with the economy losing everything. Instead of thinking the glass is half empty, think of today with the economy of the Great Depression. It was a of bankruptcy as a fresh start—a clean slate to start anew. It is a time when America needed heroes (DC Comics, 1934), when we second chance to begin a life without debt. Though there are many needed personal security (Allstate Insurance, 1931), a positive restrictions on those people or businesses that claim bankruptcy, it’s image of ourselves (Revlon, 1932) even simple pleasures (Sara a second chance nonetheless—an opportunity to do better. Lee, 1939). No matter what the economic outlook may be, Eco-Friendly Business. Let’s begin with the problem: the leaders will always innovate to meet the needs of the time y environment is in crisis. Next Barack Obama takes the oath of crisis Next, Spin office. As promised on the campaign trail, Obama delivers on his word to fix the economy with a stimulus package. Included in the Critical Juncture. These are defining moments in our history. stimulus package are “green jobs.” More green jobs translates into a Those after us will judge our decisions based on our merit, larger green market. A growing green market equals opportunity. courage and capacity to think and create without borders. In the Thus, crisis=opportunity. 11th hour, we will prove our worth through innovative ideas and the motivation and focus to execute them. Overqualified. The LeBlanc family exemplifies a fate many Americans face in an economic slump. Rob LeBlanc, formerly a Clean Slate. Through the ashes, there is great possibility and restaurant manager, lost his job from the challenging economy. He room for experimentation and innovation. We are a nation of was forced to work as a pizza delivery person to get by—to pay for dreamers and do-ers—combined is an opportunity to emerge the bare necessities for his family. Like many Americans, the LeBlanc from this crisis stronger and wiser than before. We have an family is going to make many sacrifices to just get by We are by. opportunity to change the status quo in a major way. Our minds challenged to work outside our boundaries, as we struggle to stay are open to new ideas, to thinkers with a fresh perspective above water. because convention has lead us to this critical juncture. Soul Searching. When confronted with fear, particularly in careers, we are challenged by change. We are taking Key Words precautionary measures, like putting in those extra hours, or measures hours Restructuring, Rebirth, New Direction, Innovation, Possibility deciding whether job insecurity is so great it’s time to move on. When faced with fear, we are confronted with the reality of life. 12 | 2009 Emerging Trend Report | Sparxoo
  13. 13. Trend 6. Houdini Get me outta here Definition Examples In a world where we feel bound by a straight jacket, we need to Cultural Perspective. College is a time to expand your find a way out. Just like the Great Houdini, illusions are a much intellectual horizons. However, expanding horizons doesn’t just needed escape from everyday life. Whether you’re an avatar happen reading Faulkner or hunched over an exam. It can mean living our your virtual fantasy, or dining in a four-star restaurant quite the contrary. Understanding cultural diversity is an in Paris, we need to find that escape—to unwind and rejuvenate. important element that’s on the rise. Because college study To forget about life for a while, to perhaps even turn the abroad programs tend to be much less expensive than a Blackberry off if even j y just for a few moments, helps us stay , p y vacation, more college students are going to take that semester , g g g focused and maintain balance so we can do it again tomorrow. or two off to learn about Italian architecture, not from a book, but standing inside the Vatican. WOW , Second Life. World Of Warcraft is an example of our Spin need to leave this world and live vicariously in another. It is a Disconnect. More often than not, we’re plugged in. Cell phones, form of self-expression that puts the user in the drivers seat. computers, meetings etc, d dominate our lives. That’s why once in l h ’ h Whether that expression is embodied in death or creation is h h h b d d d h a while we need to unplug ourselves from the technology and completely up to the individual. There are the Second Lifers who office… to just take a break. Nothing says unplugged like leaving value growth, connection and innovation, whilst the Grand Theft the cell phone and computer at home and exploring another Autos vent frustration with the pursuit of chaos. WOW is country. somewhere in between. There will be growth in the avatar world, as consumers spend more time inside and value the time vs Virtual Vacation. A more immediate, get-me-outta-here escape Vacation immediate money spent ratio is a vacation into the virtual world. After a stressful day at work, why not plug-in to a world where you are in control; where you can connect with friends that have your back, even when there’s Key Words a 2,000-pound monster ready to eat you. Escape, Vacation, Reality, Disconnect, Surreal, Virtual 13 | 2009 Emerging Trend Report | Sparxoo
  14. 14. Trend 7. Retrofitting Reinventing Classic Definition Examples Taking something old and passé and making it quot;coolquot; again is Bigelow Apothecary. The apothecary vocation might conjure nothing new. Fashion is always recycling the style of yesterday images reminiscent of a Shakespearian drama. Perfect, says and putting today’s spin on it. But fashion is not the only g Bigelow. Shakespearian is good. It's the pinnacle of linguistic g g g industry actualizing the Retrofitting trend. Companies are finding perfection--an emblem of quality. Then it's no surprise Bigelow new and interesting ways of giving a face-lift to products of old. introduced its Apothecary collection to the Bath and Body Shop. Though innovation runs through our veins, new products don't Bigelow Apothecary exemplifies why the Retrofitting trend is have to look slick. As we search for authenticity in our lives, we emerging. It harks back to a time when products were made to a will turn to familiar, comforting, quality products. higher standard. The I Th Impossible P j t R ibl Project. Remember the instant film Polaroid b th i t t fil P l id camera? Well, nowadays it's been pushed aside by digital Spin technology. You can't purchase the integral film it requires to Authenticity. New isn't always better. Well, new is good, but operate. That's why the Impossible Project is calling on the help as long as it doesn't look like it. It's called vintage-chic. Often of instant film aficionados to donate funds in an effort to times, products from a different era are altogether new products. reproduce the film that inspired instant photography. What a strange paradox. But consumers crave authenticity, Lush. The bath and body store, Lush, were in a pickle: stores because authenticity means quality. are only so big and Lush wanted to offer new and old products Reinvention. Taking a pastime product, like Coke, and consumers love. Solution: the Internet. Offer the latest products reintroducing the glass bottle design is ingenious. In effect, Coke in store (with a couple retro products in the mix) but create an is reinventing its product. That glass Coke bottle represents a online store that sells everything from the originals to the latest time when quality was the cornerstone of company promise. You promise and greatest product line line. might even think it tastes better. Now, as companies are hacking away at budgets, quality will suffer. Therefore, the market for quality goods will be less competitive, which equals opportunity. Key Words Companies that can deliver authentic products with authentic Authentic, Quality, Classic pricing will have the upper hand. 14 | 2009 Emerging Trend Report | Sparxoo
  15. 15. Trend 8. Redefining Icon Heroes Emerge in Challenging Times Definition Examples “There are dark shadows on the earth but the lights are stronger Sullenberger. Chelsey Sullenberger III became an instant hero in the contrast (Charles Dickens) Heroes take many shapes and contrast” Dickens). when he safely landed US Airways Airbus A320 in the Hudson forms. As we move forward, we are redefining our expectations River, saving the 155 passengers from a potentially fatal crash. of both our leaders and of ourselves. It’s times like these where heroism like Sullenbergers’ will bring hope to dim future. Perez Hilton. From the underbelly of celebrity gossip scene, Spin Perez Hilton broke through the celebrity prattle by providing Influencers. American celebrity has just gotten a face-lift. uncanny up-to-date juicy celebrity info. His Internet popularity Though the glitz and glamour of Hollywood-like celebrity is a launched him to TV stardom with a number of red-carpet cultural mainstay, with the inception of the Internet, celebrity interview spots for celebrity media, and even his own TV show. has been democratized. Now, any Internet user with a loud and interesting enough voice to be heard above the constant drum of Internet chatter can ascend to celebrity. Celebrities, particularly celebrity Celebrities Key Words bloggers, will be judged on the character, not their low-cut Hero, Challenging Times, Celebrity dress… unless that’s what the blog is about, of course. Heroes. To quote a famous action toy, “Extreme times call for extreme heroes” (G.I. Joe). We are looking to our political, economic and social leadership for guidance. Our expectations of them are elevated to a higher standard than before. We have more faith in them. Therefore, when our leaders fail us, the repercussions and frustration are amplified. 15 | 2009 Emerging Trend Report | Sparxoo
  16. 16. Trend 9. Pay Forward Good Deeds Beget Good Deeds Definition Examples When John F. Kennedy famously said, “Ask not what your Peace Corps. John F. Kennedy created the Peace Corps with country can do for you, but what you can do for your country,” the idea that Americans are genuinely charitable. That idea has he understood the inherent goodwill of Americans. We have to carried through the decades. Over 170,000 Americans have rely on that goodwill in the face of difficult challenges. Our served their country and their fellow man through the Peace compassion for one another is a common thread that unites us. Corps since its conception in 1961. It was with this idea of compassion that JFK inspired thousands Secret Millionaire. N thi says reality check like working for S t Milli i Nothing lit h k lik ki f of Americans to serve selflessly for the good of our fellow man. minimum wage, living in an impoverished community and JFK’s message was strongly echoed after 9/11 and stronger yet lending a helping hand—particularly for a millionaire. Fox’s new after the near collapse of our financial systems. show Secret Millionaire does just that. After the undercover millionaires have had a chance to see how “the other half lives,” they decide who receives a gift of $100,000. It’s a lesson in Spin humility that breaks lifestyle barriers to enlighten the more Goodwill. Doing good deeds for others is fulfilling. Have you fortunate with the realities of the less fortunate. ever seen a person mad after they walk the little old lady across Northland Professional. Donating a portion of your company the street? No, their good will engenders a feeling of purpose profits is a noble gesture. However, it doesn’t resonate like it and meaning that is tremendously rewarding. As we face difficult should with the everyday consumer. It’s difficult to see bank-to- times, we are humbled and unified through our collective g bank transfers, and more often than not most people do not transfers not, experience. As a result, the good within us will shine through benefit from your companies charity. Austrian outdoor fitters, Karma. Stemming from the Hindu religion, the concept of Northland Professional tacked winter apparel to their billboards Karma comes from the idea that your actions in the here and for passerbys’ to just… take. Northland Professional’s project is a now will effect the future you. Those that committed wrongdoing lesson in charity with impact that meets everyday reality. before will now face the consequences of their actions. Those that t d i th t acted in good faith will b rewarded with a better future. d f ith ill be d d ith b tt f t Key Words Charitable, Goodwill, Fulfillment, Giving 16 | 2009 Emerging Trend Report | Sparxoo
  17. 17. Trend 10. Private Eye Magnifying the Truth Definition Examples Drilling down. That's what this trend is all about. It's getting to Donald Trump. Yes, Trump Entertainment has filed Chapter 11. the core of what truly matters--pushing stereotypes aside and A contributing factor to Trump Entertainment’s bankruptcy was finding the truth. As we face challenging times, we are our the aspirational image synonymous with the flamboyant personal gumshoe. We need to follow the clues and rely on the spending playboy Donald Trump. In times where perspiration cold-hard facts to find out what is real and whom we can trust. and realism outweighs aspiration and idealism, it is no surprise Trump Entertainment has made the plunge yet again. Timothy Geithner. Treasury Sec eta Timothy Geithne Timoth Geithne T eas Secretary Timoth Geithner Spin learned a valuable lesson when he tried to shoot the moon with Breaking down Stereotypes. Stereotypes are like safety the announcement of the bailout package. Why? Again, Geithner blankets in the middle of the night--they provide warmth and was talking from a cloud, not face-to-face. His bailout was no give us the feeling of security. But as we continue to face silver bullet and investors caught-on, causing the DOW to difficult times, reality is ripping that security blanket from us and plummet 381.99 points, or 4.6 percent. making us confront our f k f fears. We are shedding our preconceived h dd d notions about what we think others can do to find out what they can do, as we seek to maximize everyone’s potential. Keywords Aspiration VS Perspiration, Idealism VS Realism. Big, Hard Work, Truth, Realism grand ideas that floated in the clouds were once a sought-after company promise. The sky-is-the-limit kind of thinking has taken promise a back seat as we fight to balance our budgets. Sweat, hard work and numbers are becoming increasingly important as we struggle to sustain business. 17 | 2009 Emerging Trend Report | Sparxoo
  18. 18. About the Authors 18 | 2009 Emerging Trend Report | Sparxoo
  19. 19. Sparxoo strives to create purposeful impact for the long-run p p p p g Sparxoo i pioneering the next S is i i h Sparxoo b ild sustainable S builds i bl generation of business that is relationships while delivering founded in the principles of: meaningful impact on projects with a purpose. • S i l entrepreneurship Social t hi We are expanding our network of • Real responsibility socially minded leaders and hope • Creative community y to become a leader in this category. g y • Courageous leadership 19 | 2009 Emerging Trend Report | Sparxoo
  20. 20. We fuse right-brain and left-brain capabilities to deliver creatively strategic solutions y g Branding Digital Marketing M k ti Business Development D l t 20 | 2009 Emerging Trend Report | Sparxoo
  21. 21. We are leaders in the digital and branding community g g y Leading the conversation with advanced perspective Published and quoted by influential digital publications Sharing our expertise with entrepreneurs and future leaders 21 | 2009 Emerging Trend Report | Sparxoo
  22. 22. We provide leadership in the pursuit of breakthrough results as personally defined for y p y your company p y Early Stage Emerging Leaders Market Leaders 22 | 2009 Emerging Trend Report | Sparxoo
  23. 23. David Capece provides strategic leadership with a focus in digital media & entertainment g David Capece serves as a strategic advisor to media & entertainment companies. His recent projects have included digital growth strategy initiatives with Comcast, Lifetime, and NBC, as well as several startups. I th Lif ti d NBC ll l t t In these assignments, D id has i t David h provided strategic leadership in market planning, brand positioning, online marketing, and business development. David h b D id has been focused on digital media opportunities beginning with the f d di it l di t iti b i i ith th development of the Baltimore Orioles first web site in 1997, continuing in his Internet venture capital experience at Katalyst, and more recently as a member of the ESPN.com management team. As a Senior Director at ESPN.com, David was a key leader in building and executing long range plans. He oversaw marketing products, strategy, projects for new media products led growth strategy and served as the head of online marketing. David has 12 years of business experience in investment banking, venture capital, and consulting where he has worked on over $800 million in private placement, placement IPO and M&A transactions. David graduated with an MBA in Finance and Marketing from Wharton Business School, and has a BA from Johns Hopkins University. 23 | 2009 Emerging Trend Report | Sparxoo
  24. 24. We have a team of strategically creative business professionals p Katherine Parsons is a creatively strategic marketing professional with a passion for brand development and innovation. Industry experience includes research idea generation, strategic writing and project management. Most recently, Katherine was a Senior Consultant in the Strategy department at Interbrand NY. Prior to that she worked at Faith Popcorn’s BrainReserve and McKinsey. She holds a MSc from The London School of Economics in Organizational and Social Psychology and a BA from Wellesley O i ti l dS i lP h l d f W ll l College. Ethan is a creative writer whose talents stretch to brand development and even business strategy. Ethan has written Internet business plans, developed consumer product brand platforms, and has provided creative leadership to advertising campaign. Previously, Ethan was a creative writer on the i P i l Eth ti it th advertising team at Partners and Napier. He also contributed to the Democrat & Chronicle newspaper as a News and Politics Editor. He holds a BA in Communications and Journalism from St. John Fisher College. 24 | 2009 Emerging Trend Report | Sparxoo
  25. 25. 100 Merriman Street, #5 Rochester, NY 14607 646-345-1800 www.Sparxoo.com David Capece D id C Katherine P K th i Parsons Ethan Lyon Eth L Managing Partner Senior Strategist Senior Writer 646-345-1800 917-568-4672 585-730-1404 David@Sparxoo.com Katherine@Sparxoo.com Ethan@Sparxoo.com 25 | 2009 Emerging Trend Report | Sparxoo
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