How Scenarios can Help You Plan Future Brand Strategy
Linda Hodgson and Ray Algar
Many brands benefit from 'trend watching' as a tool to provide insight into the rapid pace of change affecting their consumers. This is particularly acute in service industries, where the nature of the relationship between consumer and brand can be more volatile. A single negative experience can quickly turn a raving fan into a raging critic.
It is easy for organisations to understand the trends, with many companies dedicated to tracking the global consumer 'Zeitgeist' and seeking the next big thing, whether it be...