Early trends detection\u2014through consistent real-time and long-term monitoring\u2014helps brands stay closely aligned with consumer needs, preferences, and concerns, boosting their cultural relevance. The power of relevance becomes even more important in the era of fragmented attention, where audiences are spread across channels, platforms, and touchpoints.<\/p>\n
The challenge for brands isn\u2019t just following trends, but activating them. 60% of respondents in our last survey to CMOs admit they track trends regularly, but struggle to integrate them into their overall brand strategy.<\/p>\n
Jayson Fittipaldi, Head of Creative US, and Daryl Nuncio, Head of Strategy US at SAMY, are unsurprised by these findings. They work with major brands that rely on them to quickly translate global trends into regional activations, all while staying aligned with the brand\u2019s strategy, audience, values, and specific business cases. Companies across industries face challenges with external global trend reports because they don\u2019t always resonate with their local markets. Often, it\u2019s a timing issue, as data and trends tend to become outdated quickly.<\/p>\n
Our experts say that putting trends into action involves a \u201cfreedom within a framework\u201d approach. This means empowering teams to make faster, more confident decisions while keeping a few key questions in mind:<\/p>\n
\u201cWithout a strategy, brand teams can spend too much time deciding whether the trend is \u2018worth it\u2019 to execute. The process of tracking trends, building an activation recommendation, and convincing senior management takes time. What needs to be quick is the yes or no decision on if the brand should activate.” Daryl Nuncio, <\/strong>Head of Strategy, US at SAMY.<\/strong><\/p><\/blockquote>\n
Eager to learn about marketing trends, or, even better, cultural trends?<\/p>\n
Download our most successful yearly report.<\/p>\n
<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"
Ontdek een hoofdstuk uit ons rapport over marketingtrends dat je zeker niet mag missen: in het tijdperk van cultuur is het als eerste herkennen van trends wat merken echt relevant maakt.<\/p>","protected":false},"author":2,"featured_media":1151,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[27],"thought-leadership":[46],"class_list":["post-1087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-report","thought-leadership-cultural-capital"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t