Vejlgaard, Henrik Anatomy of a Trend

ISBN 13: 9780071488709

Anatomy of a Trend

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9780071488709: Anatomy of a Trend

The trend bone's connected to the backbone . . . of your market

How did Harley Davidson innovate their motorcycle's design after observing the Hell's Angels? How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90s? All by understanding the inner workings of trends. Anatomy of a Trend draws on 20 years of the author's consumer research to reveal the people, the places, and the motives behind the buying behavior that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalizing on every stage of the trend process.

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Review:

If you are interested in trends, this book is essential reading, we loved it and would highly recommend it.
-- HotBrandandCoolPlaces.co.uk, November 2007

Better than THE TIPPING POINT -
This concise book is superior to Malcolm Gladwell's best-seller, The Tipping Point. Gladwell's popular book was based on an appealingly superficial premise: that a trend spreads like a disease, multiplying geometrically until it reaches a population "tipping point," whereafter it increases to epidemic proportions. While that handy metaphor describes how a trend spreads, it doesn't really explain why, nor does it explain why one phenomenon becomes an enduring trend while another becomes just a mere short-lived fad. Unlike Gladwell, who is a journalist, Vejlgaard is a trained social scientist. Like an epidemiologist, he examines modern trends under a microscope, discovering the source of their unique power. He detects, moreover, a traceable and predictable pattern that all true trends tend to follow. An especially valuable book for professionals in advertising, marketing, and product development, and for all the rest of us who want to better understand the material forces that shape our lives.
Dr. Stephen Bertman, author, Hyperculture: The Human Cost of Speed -- Amazon.com

About the Author:

Henrik Vejlgaard, M.A.,M.Sc., is a pioneer in trend sociology, the study of the trend process. Combining a background of social science and communication, he consults with a wide cross section of companies and industries on the topics of innovation and product development. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus School of Business, both in Denmark. He has written three books in Danish on consumer behavior, trends, and design strategies. Visit his Web site at www.henrikvejlgaard.com.

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