Consensus Creativity 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. Seth Godin suggests that even time could be made more local. A trend, for anthropological purposes, has to be a change in how culture defines how we see and act in the world.
Harvard Business Review
JULY 23, 2013
As they wrote: "It''s hard to create relevant and timely global advertising themes, positioning, and stories that reinforce the brand, appeal to consumers around the world, and can be creatively delivered through all touch points. The marketing guru Seth Godin recently announced that content marketing "is all the marketing that''s left."
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