Does culture create trends, or do trends create culture?
Not an essay subject I promise. Just wanted to put the thought out there.
When I attended the last Trendwatching.com seminar I observed the couple of hundred brand managers & marketeers avidly scribbling notes about the different cleverly named trends being described as potentially something that may be big culturally around the globe.
So a thought dawned. If these folks didn't magnify these small trends through massive media spends would they actually become mass consumer culture anyway?
Whilst it's an easy win to ride on the back of something that has started with opinion formers and scale it up, it's always better to originate.
Braver, riskier sure, but originating something new and bringing it to the world has so much more credibility and scope than becoming a virtual sponsor for it.
So rather than looking at what can be capitalized on what's already out there, the focus should be on genuinely originating cultural innovations.
Okay, it does sound like an essay subject. Discuss.
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