We were really pleased that on Tuesday the 27th of January our Chairman Paul Walton was asked by our friends at Langholm Capital to deliver a trends speech, ‘Dreams, Themes and Schemes’, to an audience of fifty CEOs, entrpreneurs and senior executives from a range of highly successful consumer brands.

The event gave Paul the opportunity to exhibit our knowledge of trends, how brands can best implement them and the effects they have on the consumer marketplace. Below is a brief summary of the thinking Paul covered in his address:

Trends can be to marketers what the venus fly trap is to the fly, the instinctive response they provoke in those looking everywhere for change can be both empowering & dangerous. We use examples of mistaken forecasts such as that of John Naisbitt who in 1996 failed to see the threat from the internet & 24 hour news television in a review on national newspapers; to implore brands to ignore trends at their peril – but without putting all your brands eggs in one trend-shaped basket either.

As Martin Raymond suggests in ‘The Tomorrow People’, the tactile brand that understands the implication of a trend on its industry and sizes its investment in response accordingly will put this foresight to good use. What we have also noticed in the past is that the dominant players can often be the least forsightful. The overarching message we try to emphasise is that whilst trends can provide opportunities for brands, mistaken forecasts can be dangerous.

Just because a trend is new & exciting doesn’t mean it necessarily requires your attention – take a look at our list of faux-trends and realise that just because it’s got a catchy name doesn’t necessarily make it true.

Lengthening life spans, gender, globalization, technology & wellness are some of the Macro trends we often talk about as their glacial shifts can cause the seismic reactions that may directly affect your brand(s). If healthy eating is the slow moving tectonic plate then “5-a-day” is the vibration that brands have had to harness.

Here is a small selection of Paul’s top tips for harnessing trends effectively:

• Avoid technical wonder & instead persist with measurable changes in attitudes and behaviour
• Always look at the cost benefit analysis
• Look outside your own industry
• Don’t forget to blend your trends: Ageing population + The Mediterranean diet = Olivio!

For more information on the Trends practice at the Value Engineers please contact Amelia Boothman.