Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.
Marketing, advertising & media intelligence
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Micro-trends in fashion are constantly changing – one minute we’re being told we should be wearing harem pants, and the next you shouldn’t be seen dead in them. It’s near impossible to keep up with what’s in vogue at any given time. TRA marketing coordinator Claire Tutill and Auckland-based fashion designer and product developer Rory Docherty take a look at how fashion is a powerful vehicle for social change.
TRA brand strategist Tim Gregory goes back to McDonald's early days to see how its golden arches became a cultural symbol, and why there's a fundamental category-culture disconnect between the values and worldview of a significant and growing segment of Western society and the everyday business the fast food giant.
Ben Rose takes a look back at his time in Austin, shares his advice to future SXSW-goers and lists his top five learnings.
TRA cultural strategist Antonia Mann reflects on Frances Valintine's talk at TRA’s recent Mindframe Breakfast and the importance of being future-focused when it comes to innovation.
TRA business director Karin Glucina takes a look at cultural diversity in Auckland, why it's important for marketers to understand the city's make-up and how culture influences purchasing decisions.
Dentsu Aegis' Alex Radford provides a thought-provoking explanation as to why marketers need to think seriously about talking to bots over the next 12 months.
At a time when words like 'feminazi', 'man hater' and 'snowflake' are thrown around quite freely, Bridget Taylor thinks the gender debate is still worth having.
Beyond the familiar names of Facebook and Google, Ben Rose encounters a few new tech players he thinks might be worth keeping an eye on.
NIB's Ben Rose is currently in Austin for this year's edition of SXSW, and he has learnt a few tips for organisations looking to collaborate with the juggernauts of capitalism.
In an industry based entirely on the quality of its creativity, Hunch founder Michael Goldthorpe reckons standout ideas are rarer than they should be.
As more of the population becomes concentrated around urban centres, we start to lose some of the regional quirks we've always associated with being a New Zealander. And this leads Dean Taylor to wonder what it might mean for our sense of national identity.
Admittedly, consumers don't always buy sustainable products. But TRA senior consultant Jon Carapiet warns that this doesn't mean businesses get to do whatever they want.
Receptive TV's Sam Aldred looks at what the Commerce Commission's decision could potentially mean for the two businesses.
Track's Robert Limb explains why it pays to listen to customers before investing in data and tech solutions.