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Many companies—from Pinterest to Hootsuite—publish trend reports for similar reasons.
They position company executives as industry experts. They can collect email addresses, which may lead to more sales. They’re great for generating earned media.
As more companies embrace trend reports as a marketing tool, the competition for people’s time and attention increases. The importance of producing unique and interesting thought leadership packaged in a compelling manner, therefore, also grows.
The problem is many companies aren’t doing that. The result is a sea of sameness. An ocean of overlap.
A recent report on trend reports from Codeword, an agency that focuses on design and communication, identifies areas where brands can diverge from the herd to get their reports noticed.
