Trends management applied to branding and cultural management

Nelson Pinheiro Gomes


Trends studies are giving their irst steps in academia, after having

proven themselves in the social and corporate ields. Now it is important

to develop scientiic models for the application of trends studies, including

their major tool and discipline: coolhunting. The creation of models

in this disciplinary ield allows the creation of standards in the identiication

and continuous observation of trends, as well as their application in

the generation of innovation and in decision-making insights, regarding

major mindsets and consumer behavior patterns. The goal of this paper

is to analyze the existing tools and perspectives on coolhunting and

trends studies. Therefore, the creation of a complex matrix is proposed,

based on the Portuguese perspective and developments in this ield,

with several combined models that promote the study and the application

of trends on branding, without overlooking cultural management.


Trends Studies; Coolhunting; Branding; Cultural Management.

Texto completo:



GLOOR, Peter; COOPER, Scott. Coolhunting: Chasing down the next

big thing. New York: Amacom, 2009.

GOMES, Nelson P. “Comportamento de Consumo, Elites Sociais e

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tendências”. PhD Thesis in Culture and Communication, University of

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GOMES, Nelson P.; FRANCISCO, Ana. Introdução aos Estudos de Tendências:

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HIGHAM, William. The Next Big Thing. London: Kogan Page, 2009.

MCCRACKEN, Grant. Chief Culture Oicer. How to create a living,

breathing corporation. New York: Basic Book, 2011 [2009].

RAYMOND, Martin. The Trend Forecaster´s Handbook. London:

Laurence King, 2010.

VEJLGAARD, Henrik. Anatomy of a Trend. New York: McGraw-Hill,




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