http://www.psfk.com Your Go-To Source For New Ideas And Inspiration Tue, 14 Feb 2012 22:02:46 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://www.psfk.com/2008/07/psfk-liveblog-thoughtful-change.html Tue, 29 Jul 2008 18:40:59 +0000 At PSFK Conference SF, Jean-Marie Shields (Starbucks) discussed how brands can connect with consumers by converting ideas into Thoughtful Change. Some insights: Traditional Culture = Utilitarian, sell a need, production centered Consumer Culture = only good until 2009, Experiential Re-Imagined Culture = Creative consumption Be close to consumers and understand their need and aspirations to be able to address them and exceed them Surveyed before and after emotions of Starbucks consumers (dreary to peppy) Ways to understand needs and aspirations: - use macrotrend to bring relevance (look sideways), follow them from year to year - ** Wellbeing Trend = physicalRead more...]]>