Trends management applied to branding and cultural management
Palavras-chave:
Trends Studies, Coolhunting, Branding, Cultural Management.Resumo
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.
Referências
GLOOR, Peter; COOPER, Scott. Coolhunting: Chasing down the next
big thing. New York: Amacom, 2009.
GOMES, Nelson P. “Comportamento de Consumo, Elites Sociais e
Moda. Contributo para a consolidação disciplinar dos estudos de
tendências”. PhD Thesis in Culture and Communication, University of
Lisbon, Lisbon 2015.
GOMES, Nelson P.; FRANCISCO, Ana. Introdução aos Estudos de Tendências:
Conceitos e Modelos. Lisbon: Trends Research Center, 2013.
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,
SCIENCE OF THE TIME - http://www.scienceofthetime.com. Access in
-02-2016.
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