From the buyer’s perspective, the brand is both a shortcut and an insurance policy. It assures them that they can expect certain qualities from a product or service and it frees them from doing much (or any) investigation themselves. This is why people in a hurry are more likely to choose brands they know. While this is true for low-ticket items, it’s surprisingly true for high ticket items as well---especially if those items are complex. Badgered on all sides to make a purc

Since we serve the technology industry, the ability to predict trends and differentiate between a craze and a trend with some accuracy is a big asset. In short, a craze is the tidal wave and a trend is what’s left on the beach after the tidal wave recedes. Anyone can recognize a trend once the tidal wave has receded; the trick is to predict what will be left on the beach while the tidal wave is still on the horizon. Following are 5 traits of a true trend. While novelties have