Zurich, 13 April 2017 – Yesterday, GFK, Serviceplan, Mediaschneider, Plan.Net and Solutions welcomed guests to the Hotel Widder for this year’s Brand Roadshow. The event, entitled “Brand management through the jungle of consumer and communication trends”, saw speakers shed light on the impact of trends on the purchasing behavior of various consumer groups. There are more trends and countertrends now than there have ever been before, posing a significant challenge for brand managers. Yesterday’s event, opened with an address by CEO of the Serviceplan Group, Christian Baertschi, included talks by Dr Peter Haller (founder and Managing Director of the Serviceplan Group), Dr Wolfgang Adlwarth (Insight Director of GfK’s Consumer Panels division), Alexander Schill (Chief Creative Officer of the Serviceplan Group), Barbara Evans (Managing Director of Facit Research), Stefanie Jermann (Key Account Manager of GfK’s Consumer & Retail division) and Julian Simons (Managing Director of mediascale). From the perspective of their own expertise, the speakers addressed the topic of navigating the contemporary trend jungle.
21 mega trends will yield more than 100 resulting trends
The trends of the beginning of the 21st century were clear: Demography, wealth, ecology and the onset of digitalisation all drove the development of the economy. The Brands Roadshow established 21 mega trends from the current sphere of public discussion. The first step in characterising and assessing the mega trends for brand management is to establish their impact on target groups, markets, media, messages and touch points. From this perspective, more than 100 resulting trends can be identified. As the landscape of trends becomes faster and more complex, it’s quickly becoming clear that it’s wrong for brand managers to wait for greater transparency and better times. It’s also wrong to only think in quarterly periods, to bank on individual measures, and to postpone investment decisions. It is right, on the other hand, to develop a new, practicable, holistic navigation model for the trend jungle - a model that must incorporate every stakeholder in brand management.
About the Brand Roadshow The Brands Roadshow (previously the Marketing Meeting) organised by Serviceplan, GfK and Mediaschneider has taken place eight times in Zurich. Each edition present results from current research and subsequent practical concepts and tools to an audience of leading marketing executives and experts.