Marian Salzman est une figure de proue dans le secteur des communications, reconnue comme une observatrice de tendances de premier plan. Ses contributions à des publications influentes soulignent son analyse perspicace des changements culturels et de leurs implications plus larges.
Focusing on the evolving definition of masculinity, the book examines significant demographic changes and their effects, such as the rise of stay-at-home dads and the resurgence of traditional masculinity. Drawing from their expertise in advertising, the authors analyze how social, biological, and economic factors shape male identity. They provide insights into various industries, including automobiles and cosmetics, offering strategies to effectively engage with the male consumer market.
How to master the power of buzzTrendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.
Introduction. Spotting Trends -- The Bug and the Virus -- 2000-2019: A Slow Slide -- Climate Truths -- The Chaos of Now -- America Divided -- China Makes Its Move -- Who's in Your Lifeboat? -- Crossing Lines -- Small Is the New Big -- The Luxury of Freedom and Time -- The Inequity of Wealth -- Is the Future Really Female? -- Guy Problems -- Unmooring from Gender and Cis-Sameness -- Me, Myself, and I -- Our World in -- Conclusion. What's in It for Me?
