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Allen Gannett (Chief Strategy Officer, Skyword)
Date: Wednesday, September 4
Time: 11:20am - 12:05pm
Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!
Track: Keynote: Big Ideas
Session Type: Breakout Session
Audience Level: All
Vault Recording: TBD
Audience Level: All
Consumer trends are fleeting and hard to pin down. Or are they?
This talk explores the science of trends whether it be Rosé or Beanie Babies. Why do certain ideas take off when they do? We will explore the neuroscience behind how consumers are driven to trends that are a balance of the familiar and the novel (Star Wars was a western in space, the iPod was a better MP3 player, pop songs rely on nostalgic samples, etc.).
More importantly, we examine how some innovative brands like Ben & Jerry's have learned to measure these two competing urges and operationalize them into their business. These tactics can be mirrored by any marketer to create content that is at the right point of the zeitgeist.
- The five stages of trends and which stage is ideal for creating content and products.
- Why the balance of familiarity and novelty drives consumer trends.
- How marketers can (in a low-cost, practical way) start to measure trends and apply them in their content by leveraging lessons from Ben & Jerry's.