How to Use Trends to Guide Brand Positioning

Sarah Steimer
AMA Podcast
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​Listen to the latest Answers in Action podcast for your chance to win one of two spots at an Edelman Chicago lab on using trends to guide brand positioning.

​Oct. 2, 2017

Trends can be a useful way for marketers to guide brand positioning, and Edelman wants to help build that roadmap

The Answers in Action podcast spoke with Lilia Arroyo-Flores, executive vice president and head of planning for Edelman Chicago, ahead of a lab her organization is presenting for Chicago Ideas Week, being held Oct. 16-22.

The Oct. 17 lab will cover the concept of on-demand brand positioning, using Edelman’s proprietary trendspotting and tracking methodology that identifies media cycles and saturation, predictive perspectives and white space niches. Attendees of the lab will learn how to spot and leverage short-term, mid-term and long-term trends—and turn corresponding brand behaviors into opportunities for brand engagement.

Are you in the Chicago area and want to win a spot in this sold-out lab?

Listen to the podcast, in which Sarah and Zach discuss a number of predicted trends for 2017. Which of these trends do you believe will have the greatest impact? E-mail ssteimer@ama.org and let us know! This will enter you into a drawing to win one of two available spots at the Edelman lab in Chicago.

 

 Fads vs. Trends

 

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Author Bio:

https://auth.ama.org/PublishingImages/bio2.jpg
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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