Commitment Consensus Glocalization Godin 
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. Seth Godin suggests that even time could be made more local. Novelties come and go. Now, Coca-Cola marks cans by city.
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. The marketing guru Seth Godin recently announced that content marketing "is all the marketing that''s left."
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