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Trend Preso Slideshare


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Trend Preso Slideshare

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