Trend Influence

Charitable Contribution through Product Purchase

Jeff Peters — Thu, 11 Feb 2010 20:07:46 GMT

The earthquake that unexpectedly ravaged Haiti is an enormous tragedy and one that draws heightened global attention. Naturally, people want to help. And, perhaps just as naturally, marketers are providing opportunities to satisfy giving.

Buying a product with a built-in charitable contribution allows some consumers to buy a product, feel good about contributing and eliminates the logistics of making a direct donation. While it may seem more rational for a socially conscious person to place a direct donation to a Relief Fund – the reality is that many individuals will simply never get around to it. And, emotionally, people want to be a part of whatever is going on in the world….to “wear it,” allows people to feel a part of it.

Here’s some innovative examples of how products and marketers have helped with recent needs. In each case, these marketers have made decisions to be specific about the amounts being donated. Perhaps this overcomes concern that general “profits” or “proceeds” can be nebulous.

A/X’s “Lend A Hand” shirt which supported Southeast Asia’s tsunami cost $32 with $20 going to the Red Cross Tsunami Disaster Relief Fund.

Levi’s “Give Jeans” initiative allows people to donate used jeans and get 25% off a new pair. Used jeans are given to the Goodwill and will be used for Goodwill’s mission of helping people find good jobs.

Nordic Naturals “Open Your Heart to Haiti” campaign contributes 1% of sales during February’s Heart Health Month from its best-selling product, Ultimate Omega. Funds are focused on the reconstruction of Port-Au-Prince.

While one could argue that commerce and cause should not necessarily intertwine, the truth of the matter is that many consumers want to be part of the brands that are doing good things. And, more and more, we see that cause marketing is a key contributor to defining a brand’s essence, values and voice.

Innovation during a Downturn

Jeff Peters — Fri, 05 Feb 2010 22:56:38 GMT

Economic downturns are among the best times for deep strategic change. It can be the best window for businesses to recalibrate core businesses to align with shifting consumer needs and cultural change.

Empathic Innovation 1.1

Richard Leslie — Mon, 25 Jan 2010 17:45:06 GMT

Why does culture matter to brands and marketing? Douglas Holt attributes the iconic status (which some brands achieve) to their efforts to address (or the perception) that they address Cultural Stress Points that. Our team here at Trend Influence were early advocates of Mr. Holt's theory, going so far as to instantiate processes for uncovering these stress points into our primary research methodologies. Holt asserts that cultural resonance differs by countries because stress points tend to be a by product of or a response to situations that are experienced by broad components of the population. Addressing these culturally resonant topics correctly through either innovation, communications or ideally, both, can result in a brand being catapulted beyond its 'image focused' competitive set of brands to an 'iconic' status. This status is like a force field that insulates the brand from many market related issues that effect other brands in the competitive set and also acts as a sort of insurance policy for the brand to lean on when it makes mistakes - which all brands inevitably do. The consumer wants to forgive these brands because they are loved.

When a brand synchs with cultural issues, the consumer naturally gravitates toward it; the result of this relationship is advocacy. Technically an advocate is a person that is in the pursuit of influencing outcomes. Someone that speaks and acts positively on your behalf and is not compensated in any direct way to do so.

This chart represents an overview of the various interdependent factors that must be correctly addressed to create advocates. But what it does not address is how we uncover the cultural stress points and issues that we need to understand in order to synch with the consumer? Coming up next, empathic research techniques.

Empathic Innovation 1.0

Richard Leslie — Mon, 25 Jan 2010 15:28:13 GMT

What is Empathy?

Empathy is the ability to share and understand another’s feelings and perspectives.

Empathic organizations will anticipate new opportunities more quickly than their competitors, adapt and innovate to capitalize on them and create workplaces that are infused with a sense of mission.

Proper empathetic engagement can help us understand and anticipate the behavior of others. One of the major flaws in contemporary business practice is the lack of empathy inside large corporations, not only for their obvious constituents, employees and customers; but for everyone involved in the production, distribution, purchase, consumption, and perhaps of equal importance, the collateral experiences with their products.

Without an intentional structured process of preparing for empathic engagement and a rigorous approach to the collection and dissemination of that data throughout the organization, employees often struggle to make objective, intuitive decisions; believing they understand their consumer or customer or other constituents related to their business when actually they are distant, disconnected, or even misinformed. This can be caused in part because many organizations often rely exclusively on un-rigorous empirical experiences, quantitative research or sales data, or in some cases mixtures of these and outmoded or miss-used qualitative research tactics.

In this upcoming series of blogs, we will explore some of the opportunities and roadblocks many organizations face in their quest for empathic understanding. We will examine how to understand and mitigate the latter and recognize and implement the former. We will explore how to use Anthropological and Sociological techniques such as Ethnography both internally and externally, individually and collectively to produce empathy.

Hot Food at Starbucks. A Failed Brand Strategy or Merely a Failed Execution?

Richard Leslie — Sat, 12 Dec 2009 20:58:36 GMT

Just a quick note on something I witnessed during a recent visit to Starbucks: plastic models of prepared food. Can this be true? I was waiting in line for premium coffee and there, looking out at me through the glass was a unkempt and extremely fake set of “hot” breakfast offerings on plates - in the same cooler with a lot of other “room temperature” delights. It was almost like a twisted version of a Geico commercial only instead of a beady eyed bundle of cash, it was a injection molded breakfast sandwich. Is it possible that Starbucks, once masters of the cohesive 360 degree brand experience have fallen so low that they didn’t recognize that this feeble attempt might not resonate? One of the equities that Starbucks boasts as a brand is the above average sophistication of its core consumer. A core that still values this amazing brand in this era of recession and personal trade-down? I do not go to Starbucks to purchase hot breakfast sandwiches, but rather, to purchase, premium coffee in a better than average retail atmosphere. I could be open to considering a Starbucks breakfast sandwich, but (and that's a big but - pardon pun) I felt it my duty to record my reaction as a brand strategist - there must be a better way display this offering. Better for the offering itself and better for the rest of your offerings as well...

Industrial Design Sketch // 1 hr study //

jarsenault — Tue, 11 Aug 2009 14:26:04 GMT

Marketing strategists continue to help Financial Service brands navigate the economic downturn.

Jeff Peters — Thu, 06 Aug 2009 20:59:00 GMT

American Express, is taking its commitment to small business owners to an enhanced level with its OPEN Forum platform.

Industrial design tools for behavioral research – User observations

jarsenault — Wed, 29 Jul 2009 16:03:38 GMT

Here at Trend Influence we use many different types of tools to gain a deeper understanding of products and their relationships to everyday consumers. Today I choose to talk about user observation.

The Role of Branding As A Critical Next Step In China’s Consumer Product Evolution

Jamie Gordon — Tue, 28 Jul 2009 19:16:00 GMT

Why can't China create brands? Or can they?

The Imperative of Solutions Over Process In Demonstrating Consumer Research and Strategy ROI

Jamie Gordon — Tue, 14 Jul 2009 17:41:00 GMT

A candid perspective on the true value of end deliverables versus research process in meeting evolving needs of research and strategy clients.

Industrial designers view on Hybrid cars and a forecast of their design future.

jarsenault — Mon, 13 Jul 2009 21:36:50 GMT

We all have seen the current hybrids on the roads today. They are very easy to pick out from the crowd due to their distinct design features.

Industrial designers view on art and inspiration

jarsenault — Mon, 06 Jul 2009 20:48:51 GMT

Today I want to quickly share with you some thoughts on influence and inspiration. I am constantly seeking for new styles and processes of art, in hopes to one day capture my own “great” style.

A Consumer Anthropology Perspective On How Global Brands Can Empower Consumer Confidence To Build Relevance

Jamie Gordon — Tue, 23 Jun 2009 20:56:00 GMT

A discussion of how brands can benefit from communication about thier true value to consumers

Strategists observe traits that make companies resilient during a downturn.

Jeff Peters — Fri, 05 Jun 2009 21:19:10 GMT

The net net of most studies shows that more than education, more than experience, more than training, a person’s or company’s level of resilience will determine who succeeds and who fails.

Understanding a Holistic View of Consumer Purchase Journeys and how it benefits brand loyalty (and revenue)

Cat Normoyle — Tue, 02 Jun 2009 22:42:00 GMT

Driving purchase decisions and sustaining future purchases requires emotional and functional reliability from brands before and after P.O.P.

Industrial designers view on recycling facts

jarsenault — Mon, 01 Jun 2009 21:45:34 GMT

I just started a project recently that deals with recycling and sadly my eyes have really been opened. I have always had a watchful eye on recycling and how beneficial it really is.

A Brand Consultant’s Perspective On Co-Creation Starting At Home for Marketing and Market Research Teams

Jamie Gordon — Tue, 26 May 2009 19:52:00 GMT

Discussion of the value of open-source innovation as a team budget effort

An Ethnographic Perspective on Managing Brands for The Emerging Middle Class

Jamie Gordon — Tue, 19 May 2009 16:29:00 GMT

A discussion of the role of cultural empathy as an imperative for global brands

The Benefits of Whitespace Development for Brand Growth in Market Category

Cat Normoyle — Wed, 06 May 2009 18:55:24 GMT

Why is whitespace development so important?

Consumer Culture-Generated Perspective on Why Marketers Should Remember That It’s The Thought That Counts

Jamie Gordon — Tue, 05 May 2009 16:00:00 GMT

A perspective on why marketers should place value in thier marketing mix on empowering good intentions

How design affects the way we think

jarsenault — Mon, 04 May 2009 21:30:58 GMT

Designing products for the three essential ways humans understand every day things. I recently finished a book on this subject by Donald Norman named Emotional Design, and wanted to share the core message with you.

An Art Depiction of Obama’s 100th Day in Office and what it means to the American People and the Future of our Nation

Cat Normoyle — Wed, 29 Apr 2009 14:32:29 GMT

Michael D’Antuono’s controversial painting, “The Truth” is scheduled to be unveiled on the South Plaza of NYC’s Union Square Park today on the 100th day of Barack Obama’s presidency.

Industrial designers view on mass transit relief for US

jarsenault — Wed, 29 Apr 2009 13:27:01 GMT

Looking into the future for mass transit in the US looks promising.

Branding Firms continue to help Marketers with the Green Revolution even when Consumers re-prioritize.

Jeff Peters — Wed, 22 Apr 2009 20:50:45 GMT

People have a “finite pool of worry” which means we’re unable to maintain fears or concerns over important topics when different problems arise.

Consumer’s High Demand for Convenience Influences Point of Purchase Marketing in Travel

Cat Normoyle — Wed, 22 Apr 2009 15:16:21 GMT

Marketers have potential to drive consumer purchasing through unique P.O.P. offering convenience and time-management to the shopping experience.