TLDR Tech / Marketing
Brand Confessional: Anu Lingala on Why Trend Strategy ≠ Trend Chasing
Trend strategy works when brands filter cultural signals through their core values instead of chasing every new idea. Short-term trends that last 3 to 12 months are best suited for campaigns. Longer-term trends that span 12 to 24 months or more should inform product development. Execution depends on tight alignment between product and marketing teams, since research alone does not drive ROI. Building cultural relevance over time also matters. As consumers look to reduce reliance on algorithm-driven platforms, brands are investing more in experiences and other channels that generate organic advocacy.
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