Trends are important. The ability to identify, understand and leverage trends is key to gaining a competitive advantage. New ideas, innovations and enhancements all come from mining relevant trends and incorporating insights into brand positioning and marketing. COGNITION specializes in helping clients utilize trends to create opportunity for better brand marketing.

Below you will find a sample of just a few trends, both past and present, that shape our world.

Minivan Motivation
September 1, 2010

The battle of the minivan market is heating up and what's trumpeted by the manufacturers speaks volumes about who we are as consumers. Toyota's redesigned 2010 Sienna minivan is being heralded as a cool "swagger wagon" by fictitious suburban parents in advertising. The YouTube video became a viral hit on Facebook amongst women in their late Twenties and early-mid Thirties who can relate to the reality-based humor and rap video-like production. To further offset the segment's negative stigma, Honda plans to release a redesigned version of its Odyssey minivan later this year.

When it comes to hauling kids and things, there is no arguing the minivan's functional merits. But, more than functionality, vanity will tip the scale for or against a minivan in a consumer's decision-making process. Depending on where the prospective purchaser lands on the question of image will dictate whether or not they purchase a minivan.

Over the last decade, this trend is evident in the slumping sales of minivans. In 2000, total minivan sales hit their peak of 1.4 million vehicles in the U.S. While last year automakers only sold a total of 424,007 minivans. The attrition can be attributed with buyers purchasing SUVs, which are perceived as less dowdy. Both General Motors and Ford have reacted to this image conscious buying trend by offering seven-passenger crossovers and SUVs while completely eliminating minivan production.

Tammy McCollough, a mother of two has started shopping for a "fashionable" replacement to her aging 2001 Odyssey. "No one ever checks you out when you're driving a minivan," she said with a laugh. Only time will tell whether marketing efforts like Toyota's "swagger wagon" campaign or the sleek new styling of Honda's Odyssey will sufficiently deliver enough convincing "cool" to reverse consumer buying behaviors and win over the next generation of moms.

Changing Tastes
July 19, 2010

The American palate has been changing over the past decade. For a long time, the U.S. has had a bland food culture where run-of-the-mill Italian or Chinese cuisine was considered exotic departures from everyday meat and potatoes. Today tastes are being transformed by a growing national ethnic diversity and the impact of the Food Network.

A recent article in the Wall Street Journal entitled, "A Taste for Hotter, Mintier, Fruitier" sites big businesses like PepsiCo, Frito-Lay and Wrigley are following this consumer shift by using bolder flavors to create increased interest and sales. Doritos chips are no longer offered in just Nacho Cheese or Cool Ranch. Doritos' fans now have a choice in First-, Second- and Third-Degree Burn flavors that use jalapeno, buffalo and habanero flavors, respectively. This trend can also be seen in the diversification of soda pop options with traditional colas being sold in a variety of flavors like lemon, lime, vanilla and cherry. The same WSJ article goes on to report, that seasoning company McCormick claims Americans now keep an average of 40 different spices at home, a figure that has grown roughly twice as fast in the past two decades as it did in the previous 30 years. Still not convinced? Simply peruse almost any restaurant menu and you will see Asian and Mexican dishes as part of the standard fare.

Just as the Food Network has packaged the preparation of food as entertainment, the average American expects their everyday eats to tantalize their taste buds. What's interesting about this trend is that it Interestingly, this trend points to larger trends of profusion, globalization, and entertainment that are seeping into every facet of our lives. So how well is your product, service and brand evolving to stay bold, rather than become boring?

Color Trends Point Toward Optimism & Practicality
December 1, 2009

What is one way to gauge a nation's mood? Just look at what people are wearing. Is an era permeated by a no-rules, anything-goes attitude? Then people will discard the ol' suit and tie for jeans and a T-shirt, as was the case during the dot-com days. Which begs the question; How does the fashion industry shed light on the mindset of people in 2010?

Part of the answer lies in Pantone's "Splashes of Sunshine" Color Trend Guide for Spring 2010. Sunshiny-ness was evident at New York Fashion Week where designers mixed vibrant earth-tones for a sense of excitement, with practical neutrals.

How does Fashion Week reflect the country's collective conscious as a trend predictor? It's no accident that yellow is the color most associated with happiness. "People are tired of the recession. They want to feel optimistic, but they are not willing to be foolish with money," comments Jason Mink, COGNITION Founder and Principal. "People will buy into freshening up their lives but only if it fits into their budget and complements what they already own." So in 2010 expect an optimistic yet practical attitude to prevail.

Click below to see the Pantone Color Guide:

Business Cards Play Big Role
October 19, 2009

Your business card is the starting point for a professional relationship, and if used well, it can make a powerful first impression. It acts as the introduction to you and your company's brand. Though small and relatively inexpensive, a business card will wield either a positive or negative affect on sales depending on the thoughtfulness of its design.

Your business card really is a crucial marketing tool. The fact is that most people forget who you are and what you do. That's especially true in the context of a busy networking event. Will new contacts remember you the next day? To ensure they do, your card must grab the recipient's attention when you hand it to them and stand out in their stack of cards afterwards. It should act as a relational bridge between you and the prospective client… like a little piece of you that continues to communicate value and assurance. Is your card accomplishing these objectives? Is it doing all it can to generate sales as a marketing tool?

Here are a few important things to consider when thinking about your business card:

• A business card is the first step in conveying professionalism and credibility. Is yours presenting you and your company brand in the best possible light?
• The information on your card implies something more than literal content. Is there too much info or too little? Is there a strategy and hierarchy to how the info is displayed?
• Consider the aspects of the material being used like weight, color, texture, etc. What does the paper feel like: flimsy and cheap or sturdy and substantial?
• A lot goes into creating a good business card… strategy, size, aesthetic design, color psychology, graphic structure, paper, printing techniques and finishing qualities. Do you understand and believe in your need for professional design?

Does your card do and say the right things? Is it getting the job done as a marketing tool? If you're unsure, then it's time to talk to COGNITION

Here's a entertaining video on the importance of a business card. This guy's just a wee bit full of himself. But there's always truth in humor.

Designing Your Way Through a Recession
July 28, 2009

How important is something like logo design in a recession? Should organizations consider redesigning their logo to counter the recession's negative effects on consumer psyche? As a first link between company and consumer, logos act as a brand's faceplate and ambassador by establishing an emotional connection and helping customers discern the brand's value or relevance. Don't believe the hype? Consider this…

An unprecedented wave of large corporate logo redesigns shows companies are betting big bucks on the importance their logo plays in impacting the top and bottom lines. See for yourselves in the logos below. Notice the difference between old and new where a more positive, friendly, lively, fresh and approachable associations have been incorporated into the designs. Fanta's blossoming fruit fun; Jack in the Box's emphasis on "Jack," the chain's lovable mascot; Walmart and Kraft's switch from dominant all-caps to more personable all lower case lettering, and Kraft's use of graphic icon that is both a flower and an abstract depiction of a mouth drawn in a smile; the Pepsi ying-yang transforming into a sail being blown, carrying with it the sense of positive upward movement from left to right.

Is your logo doing all it can to help you successfully navigate through the recession? Perhaps now is the perfect time to make a change for the better.

* All logos and trademarks are property of their respective corporations.

Color Conscious
June 11, 2009

When designing a logo, website, or marketing materials the proper use of color is vital to creating a positive image among your target audience. Case in point, while blue is a favorite color in the general population, it is one of the least appetizing. If you were designing a direct mail piece to entice consumers into your restaurant you'd be better off to use red, an appetite stimulant. A second example can be applied to shopping habits. Color psychology confirms that impulse buyers respond best to red-orange, black and royal blue, while shoppers who stick to a plan respond best to pink, teal, light blue and navy.

The professional designers at COGNITION understand the complexities of color psychology and are able to apply its principals to ensure that client brands deliver the appropriate message and generate the desired response.

Making the Most of Internet Marketing
May 13, 2009

In 2009, resourcefulness and accountability are essential components in any marketing strategy. Now is the time to make sure you're leveraging some key online trends. Here are a few top trends to consider incorporating to make the most of your marketing:

• Trend #1: Give Customers a Voice
  From blogs to peer review forums, today's customers assume it their right and duty to voice their opinions online. During the Q2 of 2007, 25% of the online audience called themselves "critics" contributing to the social media discussion. A year later this number jumped to 37% (Source: Forrester). Successful companies are providing platforms for customer dialog, are monitoring what is being said about their brands, products or services, and are acting upon that information.
• Trend #2: Videos for Dynamic Content Delivery
  According to a January survey conducted by Knowledge Marketing, 43% of U.S. online retailers plan to add video to their site over the coming year. Why? Multiple studies show that adding a video to your website will increase traffic and time-on-site, not to mention the valuable back-links that will increase the organic page rank of your site on search engines. In addition to SEO benefits, video also enhances the absorption of branded content and messaging those consumers would otherwise overlook if forced to read.
• Trend #3: Dialing in Mobile Marketing
  Nearly one forth of US cell phones are smartphones and it is estimated 2.4 billion people are sending and receiving text messages worldwide. If you're not already thinking about your mobile strategy, now is the time to start. Ensure that your website is mobile friendly and take advantage of cost-effective SMS marketing. Those brands that get into this channel early on will benefit most from its massive growth potential.
• Trend #4: Search Marketing + Online Display Ads
  For marketers looking to generate a better ROI for their ad campaigns, combine an online display ad campaign with pay-per-clicks on search engines. This combination can double website traffic and conversions can increase significantly.

It's not enough to simply recognize these trends. We can make them work for you. Call COGNITION today to set up a free consultation on the effectiveness of your website and online marketing strategy.

The Logic of Emotional Purchasing Decisions
March 4, 2009

People like to think of themselves as intellectually discerning. However, research shows that we make a whole host of purchasing decisions – right down to the most expensive purchases of our lives – based largely on emotional instinct rather than intellectual rationale.

The Journal of Consumer Research has confirmed that emotions are more likely to influence our purchasing decisions than judgments. Leonard Lee of Columbia Business School, On Amir of University of California, San Diego and Dan Ariely of Duke University sought to answer the following question: "To what extent does relying on one's feelings versus deliberative thinking affect the consistency of one's preferences?" The researches gave a study group 8-10 items to choose from and assessed to what extent emotional or rational influences came into play. The results showed that "emotional processing" was more important than "cognitive processing." In addition, the researchers found that products represented by pictures topped those represented just by words, and that using color did better than black and white.

The University of Rochester School of Medicine also published a study based on brain activity imaging that revealed emotions are an essential part of the decision process. Furthermore, the study revealed "if you eliminate all emotional guiding factors, it's impossible for people to make decisions in daily life." Brands that appeal to the consumer's heart, not just their head have got it right.

Is Direct Mail Dead?
February 25, 2009

In the age of email and economic constraints, every marketer is trying to assess the value of direct mail advertising. Has it become antiquated? Is it too expensive? Are people completely desensitized to ‘junk mail'? Or, is it still an important part of a well-rounded marketing plan?

A recent study of direct mail showed:

• 85% of women ages 25-44 read direct mail
• 72% of adults said they have replied to direct mail pieces that contained a ‘buy one, get one free' offer
• 63% of people have responded to direct mail that offered a percentage discount on a purchase

The Merits of Brand Marketing Through A Recession
January 23, 2009

Companies that cut advertising in a downturn leave empty space in media channels for savvy marketers to capitalize on, thereby entrenching their brands and capturing more mindshare leading to trial, use and loyalty.

If companies cut deeply into advertising and communications in a downturn, the cost to regain their brand presence in the market once the economy turns around may be four or five times more than the cuts saved.

If you put a positive spin on how your product or service can genuinely help, your brand will be a ray of light in dark times.

People are going to be spending less, but they will still be spending.

Advertising design has the power to help consumers gain a sense of control when the world they live in feels out of control.

You must continue to protect and foster the brand's equity that's been built over time. The worst thing would be to take its legs out from under it by cutting the marketing budget in half or commoditizing the brands positioning.

You must give people good things to talk about by continuing to have good communication trumpet your brand benefits. Recessions come and go, but a brand is for life.

Use an economic downturn as a strategic opportunity to differentiate your brand while capturing more marketshare… before the competition realizes what has occurred.

A recession can be an opportunity disguised as a problem. Reassess your brand strategy, positioning and messaging to make the most of your advertising investments.

The Viability of Social Networks for Marketing
November 18, 2008

What do Facebook, MySpace, Twitter and Digg all have in common? They're for the people, by the people and have the attention of the people. Yes, it's a marketing territory that's still being explored, but you need to consider them as a part of your marketing plan. A recent online poll conducted by SmartBrief.com showed 44% of advertising professionals and marcom execs thought social networks will emerge as a leading online marketing venue. 38% didn't think it was likely and 18% considered it too early to tell.