INTRO TO SCENARIO DNA

Just had an amazing meeting with Scenario DNA. Here's some links to their great thinking.

What GTA Can Teach Us About Connecting with Consumers

View more Microsoft Word documents from Tim Stock.

Green 2009 | VIEW SLIDESHOW NEW
Consumers are gaining knowledge. They are wisening up to the real meaning behind green. They understand tradeoffs vs. trivial. They’re at the brink of growing green deaf.

Green 2009: A Cry for Real Things with Real Impact

View more Microsoft Word documents from Tim Stock.

Luxury 2009 | VIEW SLIDESHOW NEW
When it comes to luxury, much like the emperor staring in the mirror at his non-existent new clothes, luxury is at its crossroads.

Luxury 2009, showing a vulnerable side

View more Microsoft Word documents from Tim Stock.

Recession Washing 2009 | VIEW SLIDESHOW NEW
Fast on the heels of green washing, recession washing will test marketers not to push empty messages in tough times.

Recession Washing 2009

View more Microsoft Word documents from Tim Stock.

Understanding Gen Y Narrative: The Transformer Generation | VIEW SLIDESHOW (Fall 2008) The narrative that Gen Y shares with Transformers is an open-source story of collaboration, new globalism, a currency of culture, eBay economics and mash-up. In this contemporaneous tale, the impact of technology blurs the lines from urban/suburban and east/west. http://www.transformergeneration.com/

Transformer Generation

View more Microsoft Word documents from Tim Stock.

Tried and texted approach to getting consumers talking | Admap January '09 | DOWNLOAD
... it means using an authentic organic approach to understanding the consumer in their world. Unfortunately, for some brands and agencies, it means taking shortcuts on research.
“Admap articles reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and research. To subscribe visit www.admapmagazine.com. © Copyright Admap.”

Green: Co-mingling Perspectives | VIEW SLIDESHOW (Fall 2008)
In the midst of economic crisis, the concept of Green becomes tightly interwoven with old school recession planning. Our research has found three distinct personas that are driving green concepts side-by-side. A fourth persona is ironically pushing back, but following a tenet of self-reliance. Together they’ll make green grow more mainstream. Secret Vices and Depression-style DIY will be the backlash as green gets too slick.

Trend Report: Green, Co-mingling Perspectives

View more Microsoft Word documents from Tim Stock.

Redefining Luxury: From Excess to Stealth | VIEW SLIDESHOW (Spring 2008)

Redefining Luxury: From Excess to Stealth

View more Microsoft Word documents from Tim Stock.

Tried and texted approach to getting consumers talking | Admap | DOWNLOAD
... it means using an authentic organic approach to understanding the consumer in their world. Unfortunately, for some brands and agencies, it means taking shortcuts on research. The result is that recruitment loses its balance, time in the field is diminished and incentives dwindle. There are no shortcuts when it comes to dealing with real people. Good research requires a relationship to coax information out of people and there’s no easy way to do it. Optimising budgets is crucial in the current market conditions

Casting Confident Brands | Admap | DOWNLOAD
Too often product placement is not seen as part of the overall longterm brand strategy. The thought is to get it in and get it visible. But we know the rules have changed and the consumer is filtering out more and more messages, as the media landscape becomes more and more cluttered. To get past this is all about finding the ideal venue to demonstrate honestly the 'coolness' of the brand. As video-on-demand and mobile content delivery evolve from mass to niche market, it becomes easier to alienate people. Now we need to get closer and focus in to get these new techniques to work.

How to Market Brands in a People Economy | Admap | DOWNLOAD
Brand marketers are in the midst of a fundamental shift in human behaviour and consumption. Getting increasingly more elusive and enabled by networked personal technology, consumers are moving from mass market to multiplying custom markets. Today's emerging demographic segments and affinities devalue traditional consumer market boxes.

Can Consumers Own the Brand? | Admap | DOWNLOAD
Exactly who is holding the reins on brands these days? Does it really matter? Or should branding be more about the way a campaign evolves, rather than from whom or where? With everyone talking about how much power the consumer wields, the advertising industry is in desperate need of embedded consumer insight.

“Admap articles reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and research. To subscribe visit www.admapmagazine.com. © Copyright Admap.”

What Unites Global Youth | Young Consumers | DOWNLOAD
There are emerging similarities in youth culture across the globe, in particular technology is a focus. The brands and styles preferred by youth around the world are surprisingly alike. The more exposure young people have to common information, for example through the internet, the more homogeneous they appear to become.