Hartbeat Exec Q4 2014: Trend or Fad?
In this issue of HB Exec, we systematically deconstruct the question that forms the title of this issue to arrive at a new perspective on how to study trends and how to activate against trends information inside CPG organizations. We will explore: a) a literal answer to the question of how today’s marketers can distinguish between fads and trends in modern food culture, b) the ultimate business issues behind this perennial question, and c) how marketers can begin to let go of forecasting/ predicting and think more like venture capitalists.