How Brands Can Identify Trends That Actually Matter

How Brands Can Identify Trends That Actually Matter
SHARE
THIS



Vizeum Australia social specialist Rosalie Odtojan shares her tips on how to spot a trend and why brands should care.

What do you get when you mix an event that receives global media coverage? A hot topic for public discussion on social media – a trend. Whether you care or not, Donald Trump and Mark Zuckerberg are undoubtedly two of the hottest news topics globally.

With Trump standing by his call to block Muslims from entering the US to Zuckerberg’s recent $45 billion donation to charity, one thing is clear – not everything lasts, especially trends.

Great, but why should brands care? Easy – they need to establish their point of view on Trump’s position to border security and Zuckerberg’s smart donation strategy. More importantly, recognise the long term effects.

It is important for brands to distinguish whether certain events constitute a trend worth leveraging versus one that will end up being tomorrow’s fish and chip paper. Brands need to learn how to ride a trend’s wave to success. If they don’t, they run the risk of getting left behind.

At first glance, allocating significant resources to incorporate elements of an irrelevant trend into a brand’s marketing strategy or offering isn’t playing it smart. To help embrace trends worth leveraging, what should be the first move? Identify trends that really matter.

Recognising the right trends – large or small – could have the potential to reshape a brand. To help decide whether certain events constitute a trend worth leveraging for your brand, here are a few things to consider:

  1. Domino effects – what are the implications of this trend on your consumer’s life? What changes are occurring in different areas of their life? What’s the relevant connection? For example, consider how LinkedIn and Tinder are affecting professional relationships and personal relationships.
  2. Impact – How profound is the trend in relation to a consumer’s priorities and perceptions?
  3. Scale – Does the trend cover a niche group or a large number of consumers across different segments?
  4. Stamina – Are there signs that this trend will be an overriding power in consumer behaviour for a long period? What are they?

What trend ticks all these boxes? A good example is global warming and the environment. In one way or another, everyone tries to do their bit. Whether it’s saving paper, conserving electricity at home or at work. People are interested more now than ever about natural products when deciding on what goods they’re going to buy.

Many brands have made green marketing a priority. More importantly, they have made their point of view on the issue public. Just look at Leonardo DiCaprio’s stance on promising to cease using fossil fuels. These developments illustrate that environmental concerns are rooted in all of us and the trend itself will endure.

Most of us will make a New Year’s resolution – maybe to lose weight, quit smoking or drink less – either way, most aim to live a healthier lifestyle, and fitness trends are nothing new.  Case in point, AquaSpin – the new trend of spinning underwater. Burning approximately 800 calories per hour, it is said to have the ability to help burn two Big Macs in 60 minutes.

Sessions are tailored to provide a full body workout, using various techniques to help get the most out of each minute. Even Khloe Kardashian has been seen promoting this workout on her Instagram page. With new technology popping up faster than ever, working out has never been more scientific, technological and engaging.

To exist in the trends that matter most, brands need to have a better understanding of the context of their audiences and their lives. Scientific, economical, technological, cultural, or political – trends affect how people see the world. Fact. They can influence what audiences expect from different products and services. Here lies the unique opportunity for brands to grow in line with a trend.

Brands that can pinpoint and capitalise on trends that are relevant to their audiences in the context of their lives, will distance themselves from the competition.

When reviewing a brand’s content efforts, consider what important trends communicate? Does it tap into any existing social behaviours that are naturally happening within your audiences? Does your point of view on this trend provide any value at all?

If the answer is no, it is not social. More importantly, it’s not worth the effort.

 

Please login with linkedin to comment

Latest News

Revealed: The Top 100 Brands Consumers Regard As The Most Authentic
  • Marketing

Revealed: The Top 100 Brands Consumers Regard As The Most Authentic

The annual list of the most authentic brands, compiled by global communications firm Cohn & Wolfe, has arrived and it’s all good news for Amazon (which is probably all bad news for Australian retailers with its pending arrival Down Under.) Amazon took out the number one position on the annual Top 100 list. You can read […]

by B&T Magazine

B&T Magazine
Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017
  • Marketing

Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017

B&T was front and centre at the RESET conference yesterday in Sydney – an annual gathering of over 100 leading brands and their marketers. There was a carefully selected group of speakers showing educational presentations for the lucky attendees – plus free coffee. One of the standouts was Shadi Halliwell. Introduced as “one of the […]

by B&T Magazine

B&T Magazine
Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]