I was lucky enough to get a copy of Non-Obvious 2019 to review just before Christmas and I was jolly pleased, because I usually buy it anyway.
Non-Obvious offers two things;-
- a methodology for trend identification
- trends that the Non-Obvious author (Rohit Bhargava) and team have identified using that method
The trends that come out are applicable, useful and just over the horizon, so, close enough to be relatable but far enough out that if you employ them you make an impact for your clients. As an example, one of last year’s trends was Ungendered and low and behold what do we see in 2018 but the Collusion collection on ASOS and Gucci’s Future is Fluid film.
But in case you are bored by the idea of just another trend set, Non-Obvious actually does a review of where they were right and where they were wrong. Unusual. And confidence inspiring.
This year’s trends run from Strategic Spectacle, which focuses in on the continued rise of experiential in marketing to Muddled Masculinity, which addresses the challenges faced by the modern male as women become more vocal and empowered and gender roles flex. There is also a great list of books and online resources everyone interested in culture and trends should read and that ill help
Me and my team use the methodology as a part our experiential trends development. It’s great!
CES is always a fascinating mix of giant household names and tiny individual accessory manufacturers in a way that no other show can be. Google’s offerings sit alongside iPhone cases.
We concept and design an experiential space for Ford at the show, so I was lucky enough to attend again this year. Here are my personal highlights in terms of tech trends and experiential trends.
- 5G – It was everywhere. But there wasn’t that much buzz about it, after all, it wasn’t a surprise and it’s not so much 5G itself but the services and experiences it will enable that really cause excitement. One of these is…
- AI – But here again AI is more of an enabling technology than a revolutionary product in its own right. Samsung still had Bixby to promote and Amazon focused on Alexa, very much in home and in car. It was really Google going big on Google Assistant via the Pixel and Home Hub that was the focus of attention. Through a large immersive space (complete with ride!) they demonstrated the many ways that Google Assistant ties into your home life, focusing mainly on seamless movement between home, phone and vehicle. Which leads us neatly into…
- Evolution of the Auto – It’s an interesting time to be involved in automotive tech. Most manufacturers are exploring options around autonomous vehicles, be they motorcycles like BMW or straight up consumer AVs. What is more interesting are the implications for both the interior environment once it moves away from a focus on the driver and the exterior environment as it evolves to deliver the connectivity required for autonomous vehicles to function in the cities of the future. Toyota and Ford were telling stories about the technology and service offerings needed to enable vehicles to understand their position in their environment (CV2X) including connecting multiple vehicles to each other via the cloud and enabling a democratized access to the cloud in rural areas via satellite tech. Kia and Hyundai on the other hand were focused on exploring how vehicle interiors change to more communal spaces, leisure and well-being environments. Even more fun was the massive, autonomous drone taxi from Bell and Uber. It’s not ready for use yet, but will be flying next year, with a pilot!
- Highest of High Def – 8k. Yup you read it right. The resolution of the screens on show from manufacturers like Sony and LG just keeps on getting cleaner and clearer. In addition this year there were high def curved screens and rollable oleds, making consumer tv experiences more beautiful and more practical. Imagine a screen that rolls into your bedstead instead of lowering into it – smaller and thinner, right? Intel was showcasing their volumetric video studio, the largest in the world with 76 cameras. Volumetric video is the result of video capture from multiple cameras
- See through textures – Rather than heavy, opaque screens there was a trend towards see-through dividers, whether that be hung LED or material that allowed for projections. The effect was both beautiful and modern.
Audi used color-changing strips of LED hung around a circular stand space, Canon had screens that also changed color but created different views from inside and out.
- Color me happy – Blue, white, black – these are the colors we associate with tech brands. And the less consumer-facing the tech was at the show, the stronger that was in evidence, for instance at the Qualcomm stand. But for brands that need to differentiate through emotion such as Kodak or Audi color was being skillfully employed to create a feeling of warmth, humanity and fun.
- Immersive Lifestyle – ‘For a person like me’ is a key choice factor in many purchase models and what better way to suggest a product might be just that than to create a lifestyle environment that helps you imagine it in your life. Again the closer the brand to the consumer the more likely they were to use this tactic. LG put many products in detailed, minimalist environments including careful details like lifestyle magazines ‘casually discarded’. We placed Ford’s experience in an urban garden setting. Continental created a house exterior and street feel. Hyundai and Kia created pod-like ‘cars of the future’ for immersive experiences of how the autonomous vehicle might evolve as a shared space.
Google did the best job though and in a completely different way. A large-scale immersive space complete with a theme park ride. Yes you did read that correctly. It was very gentle, but very fun! Animatronics and embedded screens told the story of a day using Google Assistant to pick up a cake for grandma’s birthday. After the ride there was a lifestyle stage where regular presentations were running with a backdrop of consumer desirables giving a familiar and informal feel. And walls framing all the home gadgets that work with Google’s Assistant, plus a couple of cars (Ford) that work with the Assistant. It was truly both delightful and informative. A difficult combo to pull off. The playful immersion and the ability to be real, acknowledging in scripts that it was still a marketing play, were impressive.
These are trends that can be applied at both B2B and B2C events to create a strong brand story and an emotional connection – which pleases all audiences and all demographics.
I don’t know what your new year resolutions will be, but there can’t be a better one for strategists than ‘explore more’. With that in mind I have a list of 5 podcasts I’m giving my attention to in the new year, from popular culture to traditional marketing discussions. Hopefully you will find something that inspires you!
- By the Book – The self-help publishing market is now an $800 million market that’s growing 6% per year. And exploring what’s in those books is a fun and fascinating way to understand the zeitgeist. For example, our obsession with simplicity, authenticity and productivity certainly contributed to the success of The Life Changing Magic of Tidying Up by Marie Kondo. But who can keep up? The girls from Buy the Book can! Jolenta Greenberg and Kristen Meinzer offer a funny, personal, warm and insightful review of a self-help book every fortnight – because they literally live by what their book suggests for 2 weeks straight.
- Shiny New Object – Tom Ollerton, social media/advertising/marketing dude discusses new ideas, technologies with interesting types in the UK ad/innovation landscape. A fun informal listen that will keep you up to date in ways you never dreamed.
- Marketing School – Extremely pragmatic, useful and succinct podcast from Neil Patel & Eric Siu of Single Grain. Spend 10 minutes usefully and explore great marketing ideas from What You Can Learn From The Chinese About Business to 7 Marketing Lessons You Can Learn From Fortnite. What’s not to love?!
- In Our Time – This is a podcast from the BBC that explores thought, history, science and philopsophy. I have learnt more randomly useful facts, discovered more inspirational stories and expanding my mind more with this podcast than any other I listen to. Eclectic and intelligent – examples of episodes include Free Radicals, Margery Kempe and English Mysticism and The Long March.
- Hidden Brain – A polished, radio friendly podcast from Shankar Vedantam at NPR. Science and storytelling explore the unconscious patterns that drive our behavior and choices. Fascinating stuff that is essential listening for strategists imho.
Hopefully you will find something to inspire and amuse. And I wish you a very happy and successful 2019.
Hot off the press! What do Imagination’s global strategy team see as they look into their experiential crystal ball for 2019?
4 key trends:
- The Real Real – a desire for more analog moments
- Elevating the pop-up – the pop-up grows up
- AI gets personal – personally relatable content and experience via AI
- Experience as a business model – brands realize that consumers will pay as experiences get better and more exclusive
Merry Christmas to you and a Happy New Year. Imag_POV_Trends-2019
I’m excited to be reviewing Non-Obvious 2019. If you regularly read my ramblings you will have heard of this book and Rohit Bhargava before. This is his annual release that explores immanent futures. I’m looking forward to getting the digital copy soon!
There’s nothing better than finding and sharing good and beautiful things. This work is by Fuse. It’s an AV designed to express the infinite births and deaths of parallel universes. I love it because it is extremely simple, it’s immersive, moving and beautiful. And it is single-minded.
It’s that time of year again, time to prepare the Imagination Experiential Trends for the coming year. This year I thought I would share how we decide what the trends are that we need to share and how we carve out a distinctive space in a crowded market.
I have four rules for creating valuable trend pieces.
- First – and I hate to tell you this – but you need to collect examples of thinking and developments throughout the year. I start in January. (I got the idea from Rohit Bhargava, who is expert at mining immediate futures. He actually has a set of habits for trend curators and recommends this note-taking process.) We keep an internal document, but if you are interested in the kind of things we collect you can follow us all year at Brilliant Experiences on Flipboard.
- Second, collect and curate the delightful, new, unique AND make a note of common things that seem to come up time and again. You need to make connections between the two to really work out where trends are coming from.
- Third, carve out your own particular space, make it relevant to your agency or yuor agency’s business vision. We focus on trends in the experiential space, because we are an experiential agency. Trends are two-a-penny at this time of year, so if you want to provide value to clients and cut through all the chatter you have to find a point of difference.
- Fourth, tie your immediate future trends into longer term mega-trends. Mega-trends are longer term movements in attitudes, identities and it’s helpful for clients and the wider world to understand the context of the trends you identify. That way they get an idea of how long a trend might last or if it fits into their own planning and visioning. It also adds to the understanding that your trend really is a trend and not a fad.
Trend predictions are an inexact science but just thinking about futures means you provide extra value to clients and the rest of your agency, by making sure you move just ahead of where customers are, instead of playing catch up. Plus it generates great creative and it’s incredibly inspiring.