Trends
A trend is the descriptive observation of social processes - not as a static snapshot, but as a dynamic-adaptive image of our world. It gives indications of potential paths, opportunities and risks for brand development.
How important are trends for brand development?
Trends come from the five areas of ecology, economy, politics, technology and society. The more long-term a trend is, the more difficult it can be to identify - but the more profound its impact can be on the success or failure of a brand.
Megatrends such as globalisation, digitalisation and individualisation are such long-term trends that impact all industries, sometimes to a greater or lesser extent. From a brand perspective, it is important to examine the potential impact of these trends and incorporate them into business considerations.
The concrete perspectives should serve as a source of inspiration for the development of a brand. However, it is important not to run after every trend, but to use only those trends that fit one's own brand.
If a trend fits credibly to your own brand and your value system, it is the best base for a successful brand development.