How to translate trends into ideas

HOW TO TRANSLATE TRENDS INTO IDEAS?

Advertising is an ideas business.

Because our ideas respond to challenges and solve problems, �we are in the business of applied creativity.

Our job is to develop ideas that connect brands to culture. �However, culture is not static but constantly evolving.

Example: �Blockbuster failed to adjust their strategy to a changing culture.

“PERHAPS A CRUX OF SUCCESS OR FAILURE AS A SOCIETY IS TO KNOW WHICH CORE VALUES TO HOLD ON TO, AND WHICH ONE TO DISCARD AND REPLACE !WITH NEW VALUES, WHEN TIMES CHANGE.” - JARED DIAMOND, COLLAPSE – HOW SOCIETIES CHOOSE TO FAIL OR SUCCEED

Every business is affected by cultural change.

Trends are manifestations of and responses to cultural change. �They help us to understand culture and navigate complexity.

DEFINITION OF A TREND

A NEW IDEA, EXPRESSED IN WHAT PEOPLE DO, CREATE OR CONSUME.

A TREND HAPPENS WHEN NEW OFFERS !TAP INTO OR CREATE NEW WANTS & NEEDS.

“TECHNOLOGY CREATES NEEDS, NOT THE OTHER WAY AROUND.” - Donald Norman, cognitive scientist

WHY DOES IT MATTER?

CONNECT BRANDS TO CULTURE THROUGH IDEAS THAT RESONATE

FROM TRENDS TO IDEAS

TREND REPORT Identify trends that are vital to a business and interpret them for the brand

IDEATION Develop ideas and turn them into workable, tangible and profitable products

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TREND DRIVERS

TREND REPORT CONTENTS

TREND MANIFESTATION

TREND LOCATION

CONSUMERS FIRST ADAPTING

SUB-TRENDS & COUNTER-TRENDS

KEY TRENDS

TREND IMPACTS

IDENTIFYING KEY TRENDS

MAGAZINES!Journalists are observers of culture BOOKS!Manifestations & observations

IDEATION STEPS

§  DETERMINE TREND RELEVANCE FOR BRAND §  EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. §  CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS §  TRANSLATE INTO CONCEPTS

TREND RELEVANCE

DOES IT FIT THE BRAND?

DOES IT APPEAL TO THE BRAND’S AUDIENCE?

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IS IT APPLICABLE TO THE CATEGORY THE BRAND IS IN? 3.

BRAND FIT

TRENDS NEED TO BE TESTED AGAINST THE BRAND: §  VALUES IT REPRESENTS §  NEEDS IT RESPONDS TO §  BENEFITS IT PROVIDES

IDEATION STEPS

§  DETERMINE TREND RELEVANCE FOR BRAND §  EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. §  CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS §  TRANSLATE INTO CONCEPTS

IDEATION STEPS

§  DETERMINE TREND RELEVANCE FOR BRAND §  EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. §  CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS §  TRANSLATE INTO CONCEPTS

§  OFFER AN IN-BED-BUNDLE §  REINVENT THEIR SLEEP RITUAL §  OFFER SILENCE §  NOISE CONTROL

VISUAL SPRINGBOARDS

NEED STATES KEY WORDS, VISUALS AND LIFESTYLE REFERENCES CONSUMERS ASSOCIATE WITH A PARTICULAR TREND IN A WAY THAT IS POSITIVE, ENABLING AND AFFIRMATIVE.

VISUAL INSPIRATION CROSS-CATEGORY PRODUCT, SERVICE, PACKAGING, MATERIAL, ICONOGRAPHY, COMMS IDEAS

IDEATION STEPS

§  DETERMINE TREND RELEVANCE FOR BRAND §  EXTRAPOLATE IMPLICATIONS FOR COMMS, SERVICE, PRODUCT ETC. §  CREATE VISUAL SPRINGBOARDS TO INSPIRE IDEAS §  TRANSLATE INTO CONCEPTS

CONCEPT TRANSLATION

§  SUCCINCT NAME §  STRAPLINE TO SELL THE CONCEPT §  DESCRIPTION OF CONSUMER MINDSET AND CULTURE §  OUTLINE OF EXECUTION, IDEA DEVELOPMENT AND EXTENSION TO OTHER PARTS OF BUSINESS

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HOW TO TRANSLATE TRENDS INTO IDEAS

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THANK YOU.