This Week's Herman Trend Alert

in Normal 2.0


  The Herman Trend Alert

November 14, 2018

Marketing's Horizon

Recently, we enjoyed spending time with Kate Colbert, the brilliant young author of the new book Think Like a Marketer: How a Shift in Mindset can change Everything for your Business. Each of the chapters in the book ends with a "prediction for the future." This Herman Trend Alert will highlight a handful of those forecasts and her wisdom.

Consumers will require proof of companies' brand promises
When companies make a brand promise, their customers are going to want to see proof. No longer will marketers be able to get away with delivering generic brand promises. Colbert advises them to make brand promises "as specific and meaningful as possible." She also predicts that "brand stories will get shorter and more poignant, and will be told with more images, sound, motion, and fewer words".

Smart Monetization
How many times do we feel "nickel and dimed" by travel companies with fees and little charges that seem to add up fast? In the future wise business leaders will be more "strategic and subtle" about how and when to charge, so their customers never feel "up-sold" or over-charged. In fact, our subscriptions may be paid by companies perhaps similar to the business model for trade magazines. Expect marketers to get more creative in their business models possibly offering "tiered and customized products and services with a full range of price points."

Try it; you may like it
The Law of Reciprocity is alive and well. Smart business leaders know that sampling works. Savvy business leaders and marketers will constantly reinvent the concept of sampling. Colbert predicts creative new couponing ideas will leverage social connections (one sample for you, one for you to share with a friend). Most of us have enjoyed BOGO (Buy-One-Get-One---free) opportunities; Colbert sees that application for business authors and other different types of marketers. She also talks about the ability to "test drive" heavy equipment at the Caterpillar dirt playground. We are also seeing the importance of the test drive in online education. Every major distance learning program offers these sample mini courses to give learners an opportunity to experience their "product" before they commit to taking online classes. Says Colbert, "Nobody buys sight unseen anymore; nobody trusts marketers." The beauty of this experience sampling is the ability of the customer to try the product before purchase.

The Marketing Funnel will persist
Finally, Colbert believes that multiple tiered pricing is important to serving consumers. By having a reasonably priced entry-level product from which to upsell, marketers may engage customers at the lowest level, then later upgrade them to products with more benefits.

Marketing's Innovative Future
We agree with Colbert that the most successful marketers are the ones who will be creative and innovative in activating new ideas and implementing new ways to add value for consumers.

To order Kate Colbert's groundbreaking book, visit here.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

Each week, Joyce and Ira will address some aspect of the future on Ahead of the Curve in Normal 2.0. It's fun and informative and you can join here. Subscribe and you will be notified when we are live.

Our author Joyce gets quoted in TIME Magazine, FORBES, and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by November 10th @

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home About Products Resources Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.