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TREND: What Lies Beneath

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My idea on how to bring fame to a brand by using the psychological force that lies beneath pop culture. Inputs and questions are most welcomed.

I do not own the images - I owe awesome people in Tumblr and sites featured in Google Images

TREND: What Lies Beneath

  1. 1. Olivia Sulistio | @candrakirana
  2. 2. Joan Vinge
  3. 3. KEYWORDS
  4. 4. noun /fām/ The condition of being known or talked about by many people. 1 Inspect the business issue 2 Inspect what it means in real life 3 Relate that to something in popular culture Source: Northen Planner
  5. 5. BRAND
  6. 6. BRANDS
  7. 7. An underlying idea or principle thatdirects society‟s movement giving aconsequential impact on the culture,society or business sector throughwhich it moves. Synthesized from The Trend Forecaster‟s Handbook
  8. 8. 1 What are the key themes of this pop culture expression?2 Do these themes appear in other pop culture expressions?
  9. 9. What are the key themes of KPOP?
  10. 10. Colourful “playroom” Fantasy of innocence Carefree playfulness
  11. 11. Bag of feelings Pretty look
  12. 12. Do these themes appear in other pop cultureexpressions?
  13. 13. Rainbow Customized Bar modeled cake candy store after playgroundUnyuuu!Cemungudh!Ciyus miapah! Cute pose Out-of-the- Parody to blue express a flashmob protest
  14. 14. Galau!Cute pose
  15. 15. noun /fām/ The condition of being known or talked about by many people. 1 Inspect the business issue 2 Inspect what it means in real life 3 Relate that to something in popular culture Source: Northen Planner
  16. 16. 1 FEA is a cologne brand for teenage girlswith feminine flowery scent. However as more competitors offering new and different scents to choose, girls are changing its cologne brand based on what is new and cool. With no new scents to offer, how can FEA be sexy again for these girls?
  17. 17. 2 Unyuuu! Cemungudh! Ciyus miapah!CONSUMER TENSION:Girls want to project itself as innocent people however their adolescenthormone often(uncontrollably) tempt them to do not-so-innocent stuffs.PRODUCT TRUTH:FEA‟s flowery scent smells like an innocent spirit –feminine and sweet.
  18. 18. 3Strategic Direction:Portray FEA as the scent that lets you get away with anything.Executional Strategy:Dramatize the FEA‟s innocence effect by showing how a girl is not suspectedof doing „bad‟ deeds despite of much evidence proves otherwise.
  19. 19. Olivia Sulistio | @candrakirana

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