Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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A BIT OF HISTORY Keep your finger on the pulse of pop culture ORGANIZATIONS ARE INCLINED to protect what they acquire. This leads breakthrough companies to create the sort of structure that in- hibits change. Structure distances us from the pulse of pop culture. Intoxicated by his own success, R.J. Reynolds lost touch with the trends in marketing. In the 1920s advertising became psychological. Unregulated marketers played on fear. Listerine mouthwash warned, "Halitosis makes you unpopular." 24 Hoover Vacuums worried, "Dirty Rugs Are Dangerous—How Do You Clean Yours?"7 Seriously, how dangerous can carpet really be? With a supercharged ad budget, Camel's rival, Lucky Strike, combined Hollywood aspirations with the pervasive fear of getting fat. Their ads showcased celebrities who touted cigarettes as the "modern way to diet!" They advised, "Light a lucky when fattening sweets tempt you." Their aggressive strategy puffed a cloud of smoke into Camel's unques- tioned lead. Lucky Strike became the #1 brand by 1929, and shortly aſter- ward, Camel dropped again, to #3.8 Then the Great Depression began. Icons falter if they do not reinvent in periods of change.

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