Marketing: From whim to trends, steps of action

Although it may seem utopian and unreal, causing a whim is not such a complex process.

Just look at the number of things teenagers achieve by simply imitating the 'popular' one in the classroom.

Many of these whims indeed seem learned, but the truth is that if we take this micro scenario as a starting point, we can understand why social processes are so variable. What was a sudden craze yesterday becomes a vague and even denied memory today.

Since birth, we discard fads and temporary whims.

A clear example is children's characters, and here I can't help but mention Barney, yes, the purple dinosaur with a lovely attitude, to the point of being cloying.

In children, he causes a significant stir. At this point, you might ask: 'What does Barney have to do with this? What does this have to do with anything?' Well, let me explain: Barney is the epitome of a whim, meaning that children who met Barney at the beginning of their lives today deny ever liking him.

It's logical; this picturesque character was just that, for many children, a passing whim. To the relief of the creators of this character, babies are born into the world every day.

Many commercial brands found themselves in a similar situation.

They created such an overexposure that they became a trend, a whim, satisfying the market.

These brands saw their income decline because, as Al Ries and Jack Trout say: 'A passing taste is a wave in the ocean, and the trend is the tide.'

How often have we seen brands born and grow impressively, only to disappear from the market just as impressively?

There are as many examples as waves in the ocean, and the reasons for this are varied. However, I will describe some of them, not forgetting that falling into the whirlpool of being a 'fashion' or whim is more accessible than building a brand that is a trend.

Here are some tips for building a trend-setting brand.

Build lasting relationships with your customers: Building trust is the first and most complex thing for a brand. Once achieved, it should understand that promotions should be for old customers, even if the norm is to attract new customers. If it can't resist the temptation, the criteria should be fair.
Remember fashion: Fashion is nothing more than a repeated whim. Keep this in mind when building your brand. If you decide to go with the trend, you'll have to change your offer constantly, which can cause more than just fatigue—unnecessary expenses and high costs.
Manage your Whim: If you find a business too similar to a whim, the best thing you can do is discourage it. Make it a little less of a whim. This will guarantee that your business will be a trend lasting over time if that's what you ultimately want—lasting over time.
Don't oversell your brand: If an artist wants to disappear from the public eye, they need to put their image everywhere and create every item with their name, and indeed, once the demand for these items is satisfied, they will inevitably fade into oblivion. If you want an area of commerce to disappear, create hundreds of brands of the same thing. It will create such fatigue in the customer that you will achieve nothing more than lowering the price of your product or service and, therefore, condemn it to failure

Remember that you are never obliged to take these considerations as valid; consult a professional for brand management. Your investment is not trivial.

Lastly, remember that building a brand takes some time and resources. Be consistent; the goal will be waiting for you. From now on, you know you can make your product or service a trend, but beware of whims.

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