Speed Read - The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit

This article summarises "The Next Big Thing" by William Higham. It covers the basic ground for identifying two types of trends: "booster trends", which stimulate demand for a brand, and "barrier" trends, which create obstacles to its future success.

Speed Read - The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit

William Higham, Kogan Page (2009) (view on Amazon)

Introduction

William Higham is a trend consultant for the likes of AOL, HSBC, SAB Miller, Carat and BBH.

In this primer-style book, he covers the basic ground for identifying two types of trends: "booster trends" which stimulate demand for a brand, and "barrier" trends, which create obstacles to its future success.

Central Ideas and Argument:

Trends can broadly be divided into two distinct types: "booster trends", which stimulate demand for a brand, and "barrier" trends,...

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