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,...