Trends management applied to branding and cultural management

Autores

  • Nelson Pinheiro Gomes University Institute of Arts, Design and Enterprise University of Lisbon

Palavras-chave:

Trends Studies, Coolhunting, Branding, Cultural Management.

Resumo

Trends studies are giving their irst steps in academia, after havingproven themselves in the social and corporate ields. Now it is importantto develop scientiic models for the application of trends studies, includingtheir major tool and discipline: coolhunting. The creation of modelsin this disciplinary ield allows the creation of standards in the identiicationand continuous observation of trends, as well as their application inthe generation of innovation and in decision-making insights, regardingmajor mindsets and consumer behavior patterns. The goal of this paperis to analyze the existing tools and perspectives on coolhunting andtrends 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 applicationof 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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Publicado

2018-12-29

Edição

Seção

Artigos