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About us
Learn more about our offices, team, job openings and media features.
Access all our content & tools via our online trend intelligence platform.
Inspire your audience with a keynote trend presentation, wherever you are in the world.
Educate your team via online training and/or customized workshops.
Learn from and work with our top analysts at our trend events.
We're on hand to answer any questions you may have about our products and services.
Contact our London office
Email +44 (0)20 7251 6811
Contact our New York office
Email +1 (646) 762-2995
Contact our Singapore office
Email +65 6602 8280
Learn more about our offices, team, job openings and media features.
Get our latest trends & innovations in your inbox.
Receive innovation updates via WhatsApp.
Connect with us and fellow trend enthusiasts.
Follow us on your preferred social platform.
Be part of a global community of trend professionals.
Do you feel modern brands should aim for the customer to have one clear feeling throughout the customer journey, or can they prompt different feelings throughout?
The short answer is the second one. We like to think of feelings as emotional takeaways — each part of a journey needs to make that person feel differently depending on context and what they’re setting out to achieve. In a way modern brands need to be emotionally intelligent. They need to be able to regulate their own brand attributes to suit the situation.
To do this we can think of these brand attributes as an equaliser. Let’s take as an example a brand that is exciting, smart, and trusted. There are times where it needs to be firstly exciting, secondly smart and thirdly trusted. For some brands that might be when they first attract a new audience. However there are times where trust needs to take centre stage — for instance during a financial transaction.
This doesn’t necessarily dilute the primary takeaway. If anything it augments it. Imagine a brand that is exciting all the time, at some point that becomes old, tiring and paradoxically predictable.
Do you agree with the overarching saving OR seizing concept?
Yes. The concept of seizing and saving attention provides a way of thinking that enables businesses to make sense of macro trends in relation to their products and services.
Understanding whether or not machine learning, AI or Virtual Reality can benefit your business becomes more tangible when considered within the context of how it can help customers to ‘outsource thinking’ or ‘eradicate pain points’.
Attention saving features become hidden to the customer; they set new expectations that become the norm —almost functional like. Whereas when you look at how you seize attention at any moment in the customer life-cycle, they become the own-able moments. The moments that become memorable and drive customer loyalty and continued engagement.
Never miss a TrendWatching Quarterly Briefing!
“Feelings are emotional takeaways – and each part of a journey needs to make the consumer feel differently.” Else is a London-based consultancy…
We talk tribes, togetherness and the futility of 'the right moment' with the US start-up's co-founder.
Discussing the balance between seizing attention and saving it, as well as the importance of the shared journey between brand and customers.