Jess Greenwood on Trend Forecasting &...

Jess Greenwood on Trend Forecasting & Business Landscape

RRM21

Doncaster, UK

#1 Jan 14, 2013
Businesses need to start thinking about how their products or services can change their customers' lives, according to Jess Greenwood of advertising firm RGA.

Describing what she calls "the transformation economy", Greenwood stresses that this isn't advertising. "Brands have done this whole selling experiences thing for a long time -- the idea that if you buy this toothpaste it will change your life. This is a way to be different, to change your life". Jess talks about business forecasting and the changing landscape of the technology industry using the Nike Fuel Band as an example.

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