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The Problem with Trend Tracking

Harvard Business Review

JANUARY 19, 2012

To qualify as a trend, something must represent an emerging consensus. Both parties are to this extent "glocal" — global and local. The food world committed some years ago to local supply. A trend, for anthropological purposes, has to be a change in how culture defines how we see and act in the world.

Trends 13
Trends Glocalization Advertising Godin 13
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How Story Platforms Help Global Brands Go Local

Harvard Business Review

JULY 23, 2013

Despite the chaos in the virtual absence of government, the metropolitan region of some 14 million was taken over in January by an Arabic pop music video urging people to "go crazy" by committing acts of kindness to spread happiness.

Brand 8
Brand Globalization Advertising Storytelling 8
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