As founder of Trndmrkr, I would like to wish you a happy new year! For Trndmrkr 2017 has been a wonderful year and it was a pleasure working together with talented people on several communities, (trend)research projects, presentations and workshops!
As my way to say thank you, here is a short overview of 5 big trend areas that will be(re)defining customer needs in 2018. And if you are interested to learn more, please let me know.
Looking forward to make 2018 even better with you!
Trndmrkr has been working on some projects that create future scenarios and research customer experience.
If you want to know more on financial institutions are adapting to future needs, be sure to contact us at email@example.com
And we will be sharing some more inspirations in the weeks to come …
Living in the heart of the city, in the middle of the urban vibe, is becoming popular.
As a result, means that cities like Rotterdam are facing a challenging task to ‘top-up’ excisting buildings to provide for extra horizontal space.
In the study “Licht Verdicht”, moderated by the ‘Branchevereniging Nederlandse Architectenbureaus'(BNA), seven multidisciplinary design teams looked at how to literally bring Rotterdam’s city center to a greater extent.
For the project “Lumiere Lijnbaan”, Trndmrkr (Hortense Koster) worked together with Adam Smit, Mijke Rood (ZZDP Architecten), Walter Spangenberg, Rudi Roijakkers (ABT), Edwin Santhagens and Stephen Tas (Santenco). Trndmrkr was responsible for a trend trend research on the future needs of users to live, work and shop in the project “Lumiere Lijnbaan”.
The results of the study are published in the book Licht Verdicht. The book shows how we can create new space on top of the old giants already standing. Renewal without demolition: it can – with some perseverance – lead to beautiful things. As Hans Ibelings writes in his view: Lightweight is a plea not to choose the path of least resistance and, where possible, to build on what is already.
The Book Licht Verdicht and is available in Dutch on the site of the BNA
Design Thinking is a proven method to shape innovation creatively. Innovation is about new solutions, new ideas and their realization, and creating an unique value. That value is not so much the technology, product or service, but especially in the experience of the customer / user. They are experiencing value through the use of products and services to achieve their goals. Therefore defining what is value is increasingly a co-production between provider and customer. What role does a product of service have in this changing landscape? And how can an organization reinvent itself? Can a industry or department (e.g. marketing) also innovate itself? Design Thinking is one way to find an answer to these questions.
Below are the steps Trndmrkr uses to come to an answer.
Having a open-minded,active and creative mindset is indispensable.
Furthermore it is important to remember:
“Design Thinking is a process which includes the ‘building up’ of ideas
However, it is not a religion or a linear process. The steps can occur simultaneously and be repeated.
It’s all about understanding the story and finding the red line”.
For more information what Design Thinking tools can do for your challenge, contact Trndmrkr.
The last couple of months, I worked as lead facilitator of the Philips HealthSuite Lab together with the Dutch Ministry of Health and several health providers and e-health firms to make electronic health records work better for patients and providers in the Netherlands. The following video of NPCF MedMij proudly looks back on this project and the three intense and successful workshop days
Together with a international group of multi-talented influencers andin particular Philip McKenzie had the opportunity to write an article for the Alchemy report, supported by InfluencerCon. The focus of this issue was “Gatekeepers/Crashers: Thriving or Dying?” and is all about “revealing the true machinations behind culture, commerce and influence by bringing gatekeepers and gatecrashers face to face a modern day showdown”.
My contribution is about ‘Hacking’ The System, read more on this in the Alchemy report below or go to the site of Influencer Conference. Special thanks to Philip McKenzie, global curator of Influencer Conference, for bringing these people together.
Blockchain is a relative unknown concept for the most of us… but has an immense range of interesting applications, in finance, in digital sales and even in health. Therefore, Trndmrkr was asked to support in a workshop on this topic and its possibilities. To find out what Blockchain and Bitcoin actually pertains see this video below, the ‘Bitcoin Evangelie’ including an interview with Roger Ver (in Dutch), or the Ultimate Blockchain Reading List (Thanks Arno)
What will mobility look like in the future? This is the core question of the Audi Urban Future Future awards. The event challenges worldwide transportation issues with a focus on infrastructure, urban development, individual user experience and auto mobility, neuroscientists, biologists, city planners, crowd sourcing experts and market researchers will work on entries that relate to specific current urban development projects. an international jury will present the winners of the ‘AUDI urban future award 2014′ in October.
In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighted new female rolemodels.
Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual A-list celebrities, but included an 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 do not have to conform to stereotype ’80 power dressing (think Angela Merkel). They can be successful and dress feminine at the same time.
Read the article (in Dutch) below:
And more examples of this shift in paradigm are in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparison with 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 captured 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”
So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognize that individuality goes futher that gender. But gender surely does still matters – just not in the stereotypical ways of conventional marketing. Looking forward to your thoughts on this here…
A while back I wrote an article for the Own The Future Conference of Hyper Island on how I believe companies (within marketing and advertising industry) could contribute to the future. Read more in my article “Advertising for Good: Not for Profit Only” here.
One of my inspirations for this article is the collaborative brand COMMON, co-founded by Alex Bogusky – the founding partner of the world’s most awarded agency Crispin Porter + Bogusky. Together with knowledgeable partners, COMMON has proven that we can create valuable brands for good and work from a ‘not for profit only’ mindset- or as they so potently put it: “Do shit that matters”.
If you would like to contribute to building thriving organisations for the future, join us! See the video below for more info and take a look on the website.