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Consumer trends are fleeting and hard to pin down. Or are they? Why do certain ideas take off when they do? In this session from Content Marketing World 2019, Allen Gannett the Chief Strategy Officer at Skyword, explores the neuroscience behind how consumers are driven to trends that are a balance of the familiar and the novel (Star Wars was a western in space, the iPod was a better MP3 player, pop songs rely on nostalgic samples, etc.). More importantly, he examines how some innovative brands like Ben & Jerry’s have learned to measure these two competing urges and operationalize them into their business. These tactics can be mirrored by any marketer to create content that is at the right point of the zeitgeist.
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