Thoughts by Elizebeth Croeser

Re-imagining Storytelling
Elizebeth Croeser
Industry

Re-imagining Storytelling

Some of the stories we told ourselves three months ago have had to be rescripted. These days, you are probably writing new stories daily. If you said to yourself that you simply cannot start a new week without that tall latte from your favourite coffee spot on your way to work, well, that story has now likely become one where you are your own barista.

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Marketing During Chaos and Crisis
Elizebeth Croeser
Industry

Marketing During Chaos and Crisis

Jeremey Gutsche from Trendhunter describes chaos as a state that presents new opportunities, but that only happens when we get out of a crisis disposition. By the time you read this, South Africa will be within the incremental lifting of a five-week lockdown. This might be different if you find yourself confined in other parts of the continent or the globe.

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So, What’s the Big Deal About Trends?
Elizebeth Croeser
Industry

So, What’s the Big Deal About Trends?

The notion of trends has been around for over a decade but hashtags, famous futurists and trend talks and conferences have gained rapid popularity in the past ten years. So, what’s the big deal? Is it something worth taking notice of or is it just another short-lived sensation equal to one-hit-wonder and overpriced vegan ‘meat’? Moreover, how can brands benefit from practices such as trend research, analysis, forecasting?

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