Tndmrkr is a collaborative creative research and advisory group focused on ‘marking’ those shifts that impact consumer behaviour, founded by Hortense Koster .
Together we are stewarding a new way of thinking.
Read more here and take a look at the portfolio.
Have questions, comments or ideas? Don’t be shy… drop us a line email@example.com or tweet @trndmrkr
Marking those’shifts’ that matter, JWTIntelligence shared ten key trends that will drive consumer mind-set and behavior for 2014 and beyond.
I especially like the trend Telepathic Technology: understanding mind and moods and reacting in a personalised way is interesting. I believe this will help heath industry enormously to approach patients in the right way, and trigger some ‘brain-to- brain contact’ with consumers (think Mel Gibsons- and whathis telepathic skills could do for him in the movie ‘What Women Want’)
Our friend Sense Worldwide created this great slideshow with all the ins- and outs on a consumer deepdive, enjoy!
Ref: Sense Worldwide
The industry of design is changing rapidly and the new book Design Transitions presents 42 unique and insightful stories of how design is changing around the world. From the expanding roles a designer plays (e.g. educator, entrepreneur and facilitator), greater collaborations to the diversification of business models.
Trndmrkr was at the launch of the book in the iconic Hotel Droog . At the launch co-authors Dr. Joyce Yee, Dr. Emma Jefferies and several contributors such as Arne Van Oosterom (DesignThinkers Group), Erik Roscam Abbing (Zilver Innovation) gave their view on the changes they have experienced. The next launch event is in London at the Fjord service design office, be there!
Read more about the launch here
GoldieBox is a toy company that believes girls need more choices than those the pink princess aisle has to offer…and build, invent and create stuff- perfect match with New female Mindsets!
Read more on how the commercial was made here…
This article of Fast Company’s correspodent Rita J. King is about how brands need to create and real connections between consumers and products. Since I’m all about the understanding consumer context, I was happy to see she stressed that the future of branding is not about creating a nifty digital branded app but understanding the process: “the guidance, support, or a framework in which our (customer) story, with all its ups and downs, can be documented and shared in real time…” is so important and creates real value. She continues “If your brand doesn’t serve any of the segments in the customer journey, you’re right to be concerned about the future”.
Furthermore, I liked how Cecelia Wogan-Silva, the director of creative agency development at Google talked about working together with creative thinkers (such as with driver app Uber)to find the problem (not just a sollution) and start a conversation. She believes that the concept of being a slave to the latest technology fad or ad unit will become a thing of the past.
“Instead, there’s value exchange brought to you by a brand” … compelling thoughts girls!
So this is inspirational… imagine bombastic music… start this video before a presentation ….standing ovation afterwards guaranteed!…
The Future is Ours from Michael Marantz on Vimeo.
A while back Trndmrkr gave a presentation about New Female Mindsets and this spurred off to some new projects and publicity…
In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighting new female rolemodels.
Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual a-list celebrities but includes a Olympic gold winning boxer and an award winning nurse as well. As such, M & S shows us that every women can be a ‘leading lady’ and that they do not have to conform to a stereotype of manly dressing. They can be successful and fashionable at the same time.
Read the article (in Dutch) below:
And more examples of this shift in paradigm and womens mindsets is in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparrisonwith popular Google search words…
Kirsten van Hulst, author, politician and spokesperson for the UN on womens rights in the Netherlands launched her book (S)hevolution.
The Future Laboratory has captures this changing mindset of powerful- yet feminine- women aptly in this short but facinating explanation of the Athena women:
“Named after the goddess of wisdom, Athena woman is a positive reincarnation of the Alpha woman”
Athena Woman from The Future Laboratory on Vimeo.
So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognise that individuality goes futher that gender alone. But gender surely does still matters – just not in the stereotypical ways that conventional marketing still works. Looking forward to your thoughts on this here…
Documentary about the changes that happening whitin the marketing & advertising industry and what to expect in the next 20 years…right from the horses mouth: Virgin, Patagonia, Pepsi and Common …now online and always good to remind us what its really about…
The Naked Brand – Official Trailer from The Naked Brand on Vimeo.
Unfortunately the whole documentary cannot be shared on this site but you can see it on the Bloomberg site
Against a backdrop of ever shorter technology cycles, end user needs are evolving at an ever quicker pace. Smartphones in use crossed the one billion mark in 2012 and will double by 2015. Such explosive take-up is also accompanied by new customer behaviors, such as the rise of Instagram. Teens are ditching Facebook en masse and moving to Instagram .
It has even become the second most popular (23 % up from 12 per cent last year) social network among teens in the
US according to Piper Jaffray’s semi-annual teen market research report
In a recent interview of Business Insider, the teens suggests that main reason why they Instagram is “Because you can just scroll through quickly when you’re bored, looking for funny or interesting stuff but not having full conversations.”
The following documentary shares a bit more insight on why young people like Instragram so much …
Instagram Is from technopaul productions on Vimeo.