Davis ThinkingNot long ago, brand owners could take comfort in the intrinsic barriers hampering black marketers. While most large cities have places known by its dwellers to be sources of cheap goods of dubious origin, consumers have to consciously decide to explore these markets in addition to or in lieu of conventional establishments. Canal Street in New York’s Chinatown is a well-known example. The street is lined with densely packed shops offering watches, purses, and other luxury items at prices that are corruptively low. Until relatively recently, these markets did not pose a significant threat to brand owners. The remote locations of these markets created a sufficient bulwark to market entry. As a result, brand owners knowingly conceded that a small percentage of its would-be buyers bought cheap knock-offs instead.
As we wanted to keep things straightforward and hands-on this month, we're highlighting "FUNCTIONALL". Which is all about a new breed of products that are simple, small and/or cheap (with a dash of sustainability), giving them global appeal, from India to Sweden. Now, if that doesn't warrant a brainstorming session...
What's a megatrend, you ask? It's something big. I'm talking really big. Think of a giant unstoppable tsunami of change transforming society as we know it. Think global warming scale -- then apply it to mass human behavior. Think glaciers carving the grand canyon of consumer sentiment. So what are the new megatrends that I believe will transform society in the coming years? What brands are taking advantage of them? And what can you learn from them?
Innovation is no longer the product of a singular “a-ha” moment. It has evolved into a field that can be both studied and predicted, according to Judith Rodin, the President of the Rockefeller Foundation. At the Clinton Global Initiative yesterday, Rodin suggested three systematic innovation processes that can be applied to social sector issues like global warming and malnutrition.
Globalization has been the headline for years as it’s changed the face of communication, finance, business and society. But it’s not a stand-alone phenomenon; it’s totally dependent upon mobility. Constant movement from place to place has made the last few decades frenetic. In fact, we live in an era of supermobility.
If you prefer a customer service agent who speaks "American," then computer maker Dell has a deal for you. Catering to consumers put off by the accents of Bangalore, Manila and other call-center hubs around the globe, Dell will guarantee — for a price — that the person who picks up the phone on a support call will be, as company ads mention in bold text, "based in North America."
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