1. David Lillewarg
Head of Planning
Britny STHLM
david.lillewarg@britny.se
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2. BITEMARKS
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3. TRENDS
INSIGHTS
CASES
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4. Några ord om
TRENDS
TRENDER
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2010.05.03 EGN | © Copyright Projector
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5. Några ord om
Trend: a stable, long termed change in
TRENDER
society regarding economy, demography,
values, interests or consumer patterns.
source: Nationalencyclopedin
BERGHS 110930 | BITEMARKS
2010.05.03 EGN | © Copyright Projector
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6. HARD TO RECOGNIZE
HARDER TO TRACK Gigatrends
Megatrends
Macrotrends
Microtrends
5 years 10 years 20 years 50 years
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7. GREAT INSIGHTS COMES FROM ALL OVER THE PLACE
CONSUMER CULTURAL FUTURE
INSIGHT INSIGHT INSIGHT
PRODUCT BRANDING MARKET
INSIGHT INSIGHT INSIGHT
BEHAVIOR USER OWNER
INSIGHT INSIGHT INSIGHT
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8. CATEGORY & BUSINESS INSIGHTS
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9. CONSUMER BEHAVIOR & PATTERN RECOGNITION
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10. ANTHROPOLOGY
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11. PSYCHOLOGY
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12. BEHAVIORAL ECONOMY
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13. PHILOSOPHY
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14. POP CULTURE
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15. TRENDS
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16. PEOPLE
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17. TECH STUFF
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18. DAILY OBSERVATIONS AND CURIOSITY
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19. Värdefulla
VERKTYG
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20. BRAND
BUTLERS
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21. R.A.K
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22. MAPPINESS
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23. MAPPINESS
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24. MAPPINESS
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25. MAPPINESS
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26. CONSUMERISM
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27. Trender
CONSUMERISM
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28. BERGHS 110930 | BITEMARKS
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29. BERGHS 110930 | BITEMARKS
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30. Problem:
Bollens
kindergarten
in
Solna
(suburb
outside
of
Stockholm)
had
this
problem:
before
homegames
of
AIK
(local
soccer
team)
happy
fans
gathered
around
the
yard
at
the
kindergarten.
They
had
beers,
smoked
and
occasionally
peed
in
the
bushes.
Needless
to
say,
neither
the
kids
nor
the
personel
enjoyed
very
much
the
following
day.
BERGHS 110930 | BITEMARKS
fredag den 30 september 2011

31. Goal:
Get
the
fans
of
AIK
to
stop
and
change
their
behavior.
BERGHS 110930 | BITEMARKS
fredag den 30 september 2011

32. Insight/Planning:
Question:
what
is
the
absolute
worst
thing
for
an
AIK
fan?
A
fan
from
Djurgården.
BERGHS 110930 | BITEMARKS
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33. BERGHS 110930 | BITEMARKS
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34. BERGHS 110930 | BITEMARKS
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35. One
of
the
planner’s
best
friends: D R A K*
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36. One
of
the
planner’s
best
friends: D R A K*
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37. One
of
the
planner’s
best
friends: D R A K*
* DIFFERENTIATION
RELEVANCE
ATTITUDE
KNOWLEDGE
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38. This
is
your
task:
USE DRAK-MODEL YOU ONLY
DIVIDE INTO CHOOSE REALLY SHORT
& CREATE YOUR GOT 5
GROUPS 1 OF 7 BRANDS PRESENTATION
STRATEGIC MINUTES
RECOMMENDATION
BERGHS 110930 | BITEMARKS
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39. Remember
me?
D R A K*
* DIFFERENTIATION
RELEVANCE
ATTITUDE
KNOWLEDGE
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40. This
is
your
brands:
APPLE 7-11 SAAB PEPSI H&M
Wants
to
reach
new, Wants
to
sell
more Wants
to
reach
a Wants
to
@ind
a Wants
a
more
older
target
groups. fast
food. female
audience. new
way
to
environmental
challenge
Coke. approach.
GREENPEACE SD
Need
new
ways Wants
help
to
of
fund
raising. become
house-­‐trained.
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