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Spotting the trends

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Are you good at spotting trends?

Being perceptive in seeing new things take shape – shifts in behaviour, changes in consumption, altering of attitudes – is a useful skill. And might make you more interesting at dinner parties. So it’s worth practicing.

Here’s a trend to get started on. Have you noticed that, for about a year, men in high-end fashion shoots have frequently had a hair parting and semi-slicked down hair?  More widely, however, male fashion still includes the long-standing slightly scruffed up look and, recently, use of a beard. 

Watch to see when (and if) the parting goes mainstream outside of the fashion shoot. You’ll see (in London) a few more younger men with the parted look.  Try counting… 

And see this for a bit on the theory of fashion.

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What’s your emblem?

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Recognise the brands?

Logos

 

Which ones?

Nike and….?

And….?

 

 

Yup, Speedo.

What are the emblems for your organisation that capture what you do – and declare your promise?

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What motivates your branding?

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If you are a fan of either whisky or the rock band Status Quo, you might have seen that Francis Rossi, the lead guitarist, has bought a stake in the Glen Rossie distillery and taken over as Chairman.

This 200-year old Scottish whisky company now has a new shape bottle and a label shaped like a guitar pick.

In a world where whisky increasingly competes with premium vodka and other top end spirits, profits might be boosted by sales alongside other merchandising at Quo concerts.

Or traditional Glen Rossie drinkers may be put off by the association with the King of Three Chords.

Is it the passion to bring a favourite drink to a new audience that motivates this? To share the personal delight in a much-loved product? Or is it vanity, replacing mental images of rocky glens with those of a ‘geri’ rocker?

How much are branding decisions really about making a connection between the customer and what they are buying? And how much are they personal motivations?

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What’s your map of the world?

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The Ebstorf map has been recreated and is on display:

We know that maps of the globe are always incomplete visions of reality.  The different projections of the world owe as much to psychology as geography.

This difference has been picked up playfully time and time again over recent years, often at the expense of the powerful.  

How we see the features in our immediate world is often about projections of our hopes and fears onto other possessions, places and people.  Schumacher encourages us to question how we make our ‘philosophical maps’.

In what ways could you redraw your assumptions and reveal some blind spots today?

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Ash cloud – what’s your reaction?

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Well the ash cloud is interrupting flights again. We are struck by the many alternative responses that people give to this:

– compassion for the shattered dreams of those wishing to travel (an important business meeting delayed, a postponed wedding, a funeral missed, a much needed holiday lost)

– delight at the reduction in carbon emissions from grounded jets

– awe at our human futility in the face of natural wonder

– anger at “health and safety gone mad”

– frustration at our collective impotence reinforced and our insignificance historically as well as environmentally

– worry at where this will end if other volcanoes erupt.

 What’s your reaction? Which is the one that is most helpful do you think?

When something frustrating happens today, try to see as many different ways of looking at it as you can.  What are the hypotheses that might make that behaviour of a colleague frustrating?  What are you finding difficult in that meeting?

You might find you can change your reaction.

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Take time to get the picture

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PowerPoint often gets a bad press as a medium for communication. The Metro newspaper, for example, suggests that army generals are resisting being presented with graphics like the one below (taken from a report on stability in Afghanistan).

mindmap1

It’s an interesting example of why not to take the headline at face value and the impact of the author’s prejudgments on the tone of the piece:

  • the graphic almost certainly wasn’t created in PowerPoint
  • there are no bullet points
  • take a second and you discover that it tells you a lot quite quickly (eg they think there are 11 big factors affecting the situation, you can see what those are and get a sense of how they fit together).

In fact, this is an example of a systems map. Even for those not involved in creating it or trained in systems modelling, this sort of graphic can be useful in informing and stimulating thinking.

It only needs us to take a few moments to look properly at something to start seeing what’s really there.

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Be careful who you lend your brand to

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BP

First, the Texas oil refinery disaster.  Now the Gulf of Mexico.  BP’s brand risks freefall. 

Before the merger with Amoco, BP was renowned for its progress with safety and ethics.  Its late ’90s approach to managing corporate memory and knowledge was world-leading.

Now, we see how easily culture can move (for worse, as well as better).  And the risk that takeovers have for the parent company. 

The wider lesson?  Who do you give your personal brand to?  What might a poorly managed alliance do to you, your team or your organisation?

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Join the climate debate

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How much do you know about climate science?

Interested in learning more?

If you are, here are some perspectives on the different schools of thought around the issues.

We first did this work a couple of years ago and have continued to use it our teaching on thinking about the future. 

It seems to resonate.

We hope it helps you join the debate.

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Heart-warming and helpful

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Two links to inspire.

One, Heart-warming.

 The other, Helpful?

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Leno, Nehru or Crisp?

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Quotes

 

Take your pick of these quotes. 

Which tickles you? 

Which inspires? 

Which sums up truth? 

Helps progress?

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Email: phil.hadridge@idenk.com