I have always focused on keeping up to date with trends and shifts in consumer behaviour. My challenge is to read 30 articles every day of a variety of topics. Random stuff that catches my attention. This has served me well and more often than not, I can start picking up on themes which helps me make more informed decisions in my day job.
There is that aspect of too much knowledge when your audience does not understand your references or the significance of your discussion. You could be viewed as too excited about niche trends or too involved with jargon.
This is becoming more and more pronounced within our industry and the challenge lies in helping our counterparts understand the context and sharing in a meaningful way. The brand success relies on being relevant to the here and now while firmly pursuing the brand ideals.
These are challenging times to be in! Gone are the days of stereotypical approaches and clearly defined demographics.
The opportunity lies in challenging thinking and moving on slowly in line with trends without losing the essence of the brand.
I am not sure all companies are ready for this. I will be monitoring this trend quite closely in future.