2009 Mainstream Trends Sparxoo

2009 M i t2009 Mainstream Trend Report

|1 2009 Mainstream Trend Report | Sparxoo

Contents

1. TrendWatch Introduction

2. Detailed Trend Analysis

3. About the Authors


TrendWatch IntroductionTrendWatch Introduction


TrendWatch Introduction

As the pace of change across the globe accelerates, we recognize the power of understanding the intersection of business and culture. We fuse our observations of the gworld around us today and into the future to identify mainstream and emerging consumer trends.

Consumer trends are a key building block for brand development and market positioning. Th b d t id tif d d i ti bl b i t iti W b li th tThey can be used to identify and drive actionable business opportunities. We believe that understanding the values that drive consumer behavior can inspire business transformation.

In this 2009 Mainstream Trend Report we take you on a cross-cultural journey whereIn this 2009 Mainstream Trend Report, we take you on a cross cultural journey, where Hummer sales are related to Icelandic beer and virtual pizza can be delivered to your doorstep. We’ve scoured the web to find interesting companies doing fresh, innovative thinking, and injected our unique perspective and insight to create a list of mainstream trends. We’ll show you how your products can sell faster if they were plugged into the fourth dimension and how your company can connect and network with prospective customers through creative collaboration.

While this list of trends may not be exhaustive, it is comprehensive. We have put a lot of time, effort and thinking to give you the most accurate list of what’s happening now, so o can plan fo tomo o


you can plan for tomorrow.

Summary of Top 10 Mainstream Trendsy p

1. Home-Turf KingThis trend is all about the empowered self within—where you are pulling the strings; p y p g g ;where you are your own manager, travel guide and entrepreneur.

2. Seismic ShiftAn earthquake has shaken our social foundation—shifting the power of the chosen few

d i i t it t thand giving opportunity to the many.

3. Fourth DimensionIn a world where ultimate accessibility is an integral part of our everyday lives, we sometimes feel like we’re living in an alternate dimensionsometimes feel like we re living in an alternate dimension.

4. DreamcatcherWe’re all in search for the next best thing, whether our journey leads us to another continent or an alternate universe.

5. Human Bond: RevisitedWe are reprioritizing what is important in our lives—choosing meaningful relationships over objects and things.


Summary of Top 10 Mainstream Trends (continued)y p ( )

6. 2099As we understand our footprint on the environment, eco-innovation is crucial for eco-p ,sustainability. That’s why entrepreneurs are finding new, innovative ways to save our environment while attracting new customers.

7. Personal SymmetryA h lth b l b t i d b d d l k i d f h d d dA healthy balance between mind, body and soul keep us energized, refreshed and ready to face everyday challenges.

8. Bite-Size IndulgenceIn an era where over indulgence is a no-no we look to bite-size pleasures to satisfy ourIn an era where over indulgence is a no no, we look to bite size pleasures to satisfy our cravings for that much-needed getaway.

9. Back to BasicsA practical lifestyle is the new lifestyle again. As we look to cut back on excess spending, we’re looking towards products and services that are sensible, not expendable.

10. The Real DealIn an age where one man can steal $50 billion, transparency is elemental in business comm nication


communication.

Detailed Trend AnalysisDetailed Trend Analysis


Trend 1. Home Turf KingMy Game, My Rules

Definition

The Internet promotes control, freedom and independence to

Examples

Revolution Health. Though WebMD has become widely find anything or connect with anyone, anywhere, at any time. It narrowed the geographic gap that has bound humanity into small communities and created a world accessible and relevant to the unique user. Consumers are no longer bound to product selection limited to stores. The new Consumer Age begs the question: Why spend $15.00 on a CD when you can get the

popular (much to the chagrin of many doctors), it has empowered Internet users to self-diagnose. For serious medical concerns, WebMD does not replace a licensed physician, however WebMD could eliminate senseless trips to the doctors office.

Longtail Ch is Ande son’s “Longtail” idea sa s an one o anq y p $ y gthree songs your friends recommended for $0.79 each? Now is the time for personal independence and freedom—to create and share.

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Longtail. Chris Anderson’s “Longtail” idea says anyone, or any idea to break through the clutter to be found or sold. Amazon.com is a prime example of the longtail concept. Of the 40,000 documentaries, Amazon.com carries 40 percent, whereas Blockbuster has .2 percent, according to the Internet Movie Database and Wired.com. Whereas Blockbuster is limited by h l llSpin

Personal Manager. Large companies are no longer the gatekeepers of information. Users can get information and manage it whenever and wherever they want. Consumers have been empowered by and grown accustomed to the accessibility of the Internet. So put your consumer in the driver’s seat and let

physical space, Amazon.com is not. Amazon.com can sell any movie ever made, whereas Blockbuster can only sell as many DVDs that can fit in their store.

Now Play It. NPI is offers users music lesson downloads. Though it’s not your traditional music tutorial. First, select your instrument of choice and song Then download the music videothem take your product for a test drive.

Freedom to Explore. Our new found ability to explore and manage the world’s information has piqued the adventurer within all Internet users. The Internet is a medium in which we can connect with others in a way that has never before been possible Our inherent thirst for knowledge and connectivity has

instrument of choice and song. Then, download the music video with either the artist instructing you how to play their song or instrument chords will pop-up during a music video. So, you can see Sting belt “Roxanne” and feel like you’re doing solos next to him.

Key Words


possible. Our inherent thirst for knowledge and connectivity has been catalyzed by the Internet and enhanced our ability to find relevant information and expand our intellectual horizons.

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Control, Freedom, Independence, Possibility, Accessibility, Connectivity, Power, Opportunity

Trend 2. Seismic ShiftShift from the few to the many

Definition

The rapid movement away from the status quo was officially ushered-in by Obama’s promise of Change. We are exiting a

Examples

Digg. The media underdog of the digital world came from a little-known tech guy named Kevin Rose. Aggregating information

world in which over 70 percent of wealth is concentrated in 10% of people, according to the Federal Reserve Board, and established corporations are faltering. There is a seismic shift of power from the chosen few that gives new opportunity to the many.

from the far corners of the web was a long shot. However, Kevin Rose was able to tap into his geeky self to relate to his users and just as Bill Gates gave hope to the first generation of computer nerds, Kevin Rose gave it to a more empowered second generation. The authorities are shifting and the big “Wall Street Journals” and “New York Times” are no longer the default source.

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Underdog. Bigger isn’t always better. The larger they are, the harder they fall. As a result companies are growing exponentially, almost completely unfettered, created instability—

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Crowdsourcing. The idea of harnessing the power of the masses versus the power of the few drives collaboration and engenders a sense of collective thought. Wikipedia, MySpace, Craigslist, YouTube, Google, the largest Internet companies do not generate content in and of themselves; they simply act as a

t l t f t fi d th b ild l ti hi tenabling the emerging underdog. Nowadays, the underdog can be king. The power comes from below, not from above.

Creative Collaboration. Yes, we’re all in it together. Hard times call for creative solutions. We need to bind together to survive. Pay cuts, reduced hours and benefits are ways some employees are escaping the chopping block Cutting 12 000 jobs

catalyst for users to find one another, build relationships, to share a part of their individuality.

Wordia. Dictionary: dic tion ar y [dik-shuh-ner-ee] 1. a book containing a selection of the words of a language, usually arranged alphabetically, giving information about their meanings, pronunciations etymologies and boring Wordia takes aemployees are escaping the chopping block. Cutting 12,000 jobs

doesn’t look good in headlines. Creative collaboration is a way to find alternatives to the deep job cuts or bankruptcy.

pronunciations, etymologies, and… boring. Wordia takes a different approach. The Wordia website utilizes multi-media elements in their dictionary. Users can add videos and comments to favorite and despised words. Wordia signals a shift from the few to the many; from scholars to vloggers.


Key Words

Change, Experimenting, Underdog, Restructuring

Trend 3. Fourth DimensionReality in hyper-life

Definition

Ultimate accessibility and creativity has integrated itself into our

Examples

Wii. With the creation of such interactive games as Wii, users can daily lives—transforming our expectations of the way we receive and send information and entertainment. The way we function in our jobs, communicate with friends and receive data has dramatically evolved from the ever-changing techno landscape.

re-shape the way they traditionally game and work out—virtually redefining “play”.

Everquest Pizza. Everquest II blurred the lines between reality and virtual reality by partnering with Pizza Hut. Hungry Everquest gamers have the option to order Pizza Hut pizza within the E e q est i t al o ldSpin

Hyper-Connected. AIM (gchat), e-mail, phone, TV are all incredible. When done simultaneously it’s even more so. That’s the case for the Millennials, who grew up super-multitasking—an artful juggle between work and play, but usually more play than

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Everquest virtual world.

iPhone. With the Apps Store available on the iPhone, you really can be in control of what you want and when you want it. The accelerometer makes the iPhone a gaming system similar to the Wii.

Gender-Crossing. Technology has enabled us to bend and morph l l b ( ) dwork. Super-multitasking is our way connecting with people and

information using a diverse set of media.

Stretching Reality. Mobile phones are more than just phones, of course. They’re equipped with: GPS, Internet accessibility, alarm clock, radio, camera, address book, calendar etc. And gaming is more than just a controller and a gaming system It is

our most creative selves into alternate beings (i.e. avatars) and exist in alternate worlds. Interestingly, there is a large male population that create really alternative virtual personalities. Of the growing 13 million Second Life users, approximately half of all males have created female avatars. Gender-crossing has emerged into quite a problem for some gaming communities. Requiring a gaming is more than just a controller and a gaming system. It is

portal into another world where other gamers exist vicariously, living lives of fantasy. As technology advances, a love/hate relationship is emerging as more users have integrated the phone and its features into everyday life. Additionally, gaming itself has blurred the lines between reality and virtual reality with new technology

webcam image of yourself, Shanda Entertainment online games has made desperate attempts to eliminate gender-bending male avatars from its virtual worlds.

Key Words


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Morphing, Technology, Transform, , Multi-tasking, Attention, Integration

Trend 4. DreamcatcherIn search of the next great experience

Definition

Dreamcatcher is all about the search for something new,

Examples

Shark Diver. Located in Guadalupe, the company Shark Diver different, fun; the something that gives you a rush and makes you want to tell someone about it. Once-in-a-lifetime experiences allow for personal growth and bring us closer to reaching our dreams. Climbing Machu Picchu or touring the Vatican makes us feel unique, cultured and want to share our experiences with those around us.

will give you the trip of a lifetime. To come in arms reach of a Great White Shark, tourists can pay a $3,100 fee to “discover real adventure.” Coming face-to-face with a Great White Shark commands respect from friends and family. And, you will have the pictures to prove it.

Photob cket Hea Photob cket se s s all ant to sha e

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Exploration. Curiosity is what drives human innovation and our search for experiences change the world around and within us.

’ h h f h f d h b h

Photobucket. Heavy Photobucket users usually want to share their experiences with others. Photoblogs are popular because creating and editing a virtual photo album requires less work than journaling in a blog.

Tripwolf. Austrian website, Tripwolf offers jetsetters, or those that just want to live another life for a while a resource guideIt’s that search for something profound that contributes to the

multi-dimensional character explorers yearn for. It’s that treasure that can be taken in a picture but will never completely be understood by those absent from the frame.

Story Telling. Experientials are usually photo / video takers—people who opt to visually define their unique experiences with a

that just want to live another life for a while, a resource guide that’s comprehensive as it is interesting. Tripwolf combines professional, editorial and user-generated travel guides all for free.

Key Wordspeople who opt to visually define their unique experiences with a narration in the form of a caption or voice-over. Uploading a couple hundred pictures or ten minutes of video from your shark-dive in Maui requires little effort. Just click a couple of buttons and you’re done—your trip to Maui is accessible wherever there’s an Internet connection. Though photo-takers are still very popular there is an emerging video population As

Key Words

Experience, Story Telling, Explore, Curiosity, Cultured


are still very popular, there is an emerging video population. As video becomes more accessible, it will rival those photo-bloggers out there.

Trend 5. Human Bond RevisitedRediscovering human connectionDefinition

In times of excess and frivolity, objects and things can distract people from meaningful relationships—a crucial element in defining who we are and where we belong. Surface level

Examples

Human Connection is Priceless. Though The Dark Night and Iron Man broke box office records in 2008, Hollywood has taken a dip in ticket sales this past year—a 6.7% dip. It’s about practicality.

connections of the recent past are undercut by deeper relationships as we reprioritize what is important to us.

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Friends and Family As we look to others for support in times

Asking simple questions like, “Should I spend $15 to go to a movie and sit in a dark room and not talk to anyone, or can I take a have a picnic in the park for free,” are examples of how Americans are budgeting their time and thinking practically. Netflix was—no surprise—one of the high performers of the new year.

Active Religion The Churches’ Child Protection Advisory ServiceFriends and Family. As we look to others for support in times of hardships, we rediscover meaningful relationships in our lives. Friends and family is our support network when all else fails. Jobs, money, cars are fleeting. What really matters in the end is what relationships we have developed with those around us and their impact on our lives. A magnitude of virtual connections

d i l t ki till t l i ti t l h

Active Religion. The Churches’ Child Protection Advisory Service received a grant from the British government to address child safety precautions in a 60-minute DVD, spanning many languages for those in multi-cultural communities. The project required many people with a variety of skills working collectively to produce an end-product conducive to the betterment of those living within the

itand social networking still cannot replace intimate, real human connections.

Social Schemas. Humans form natural groups. Finding where we fit in and what group we’re a part of, is going to be more valued than in previous years.. Everyone has a work schema; a family schema; a friend schema Who is included or excluded is

community.

Meal Baby. Typically, registries are for weddings and baby showers. But, Meal Baby is taking the concept of a gift registry to another level. Meal Baby offers an online registry for those in recovery—whether it’s from surgery or having a baby. Just register your favorite foods and restaurants send the registry to your friendsfamily schema; a friend schema. Who is included, or excluded, is

going to be more important in the future, as we reprioritize who we accept into our lives.

Spiritual Community. Within a spiritual community there exists a higher sense of purpose and belonging. Synagogues, temples, churches are central to communities. They serve as a

your favorite foods and restaurants, send the registry to your friends and family via e-mail, and you could have help making savory chicken soup or take a break from your kitchen to go out to your favorite restaurant.

Key Words


p , yrally-point for individuals to share in a collective way of life. Key Words

Togetherness, Free, Inexpensive/Priceless, Belonging, Human Connection, Family & Friends, Meaningful

Trend 6. 2099Built to last

Definition

No longer are scientists questioning the human footprint on our

Examples

Google. Monitoring consumption is an important element in global environment. Words like green, sustainable, eco, followed by friendly, conscious, aware etc have become a mainstay in the national and international vernacular, because the effects of our actions as a human race is becoming more apparent. However, sustainability is more than science, it’s about our collective responsibility as a compassionate people. We are realizing the

developing sustainability on a planetary level. Google’s energy calculator gives users a simple tool to evaluate personal energy consumption. Adding the numbers, users can see how easy it can be to save money and the environment.

Vegawatt. Environment sustainability has been a major issue that’s been ea ed into o social political and economicp y p p p g

impact and intersection of personal and planetary health.

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Survival Edge. We, as the human race, were not meant to h b l b

that’s been weaved into our social, political and economic structures. And as we fall on difficult economic times, business sustainability has taken the front seat. Combining the two is where businesses are headed in the future. Vegawatt is one of many solutions for both challenges. Vegawatt is an energy supply system for restaurants to re-purpose used vegetable oils f dextinguish our own existence. Just as our ability to rise above

the animal kingdom and adapt intellectually has created destruction, it too can bring out our survival instinct and push our creativity and innovation. It is the innate human ability to overcome that gives us our survival edge.

Sustainability Built to last is the big picture The polar ice

for energy production.

GE. Although struggling financially, General Electric is pioneering the sustainable future of America. With new, innovative technology, GE “ecoimagination” has branded itself the north star of an eco-friendly/environmentally conscious companySustainability. Built to last is the big picture. The polar ice

shelves, a dwindling polar bear population, the mass extinction of species can be traced to human behavior. Companies and individuals are going to continue to look to the long term, past their generation and even their children’s generation to consider that the actions of today have consequences tomorrow.

company.

Key Words

Energy, Eco-Friendly, Extinction, Staying-Power, Innovation


Trend 7. Personal SymmetryMind, body and soul are key to a healthy balance

Definition

The preservation and vitality of not only a healthy body but a healthy mind is essential for those following this trend. Personal Symmetry means that we are not only being judged by what

Examples

Loca-vore. An organic, community-oriented way to shop all natural and an alternative to the large grocery-store chains is the farmers market. Popularity of farmers markets has lead to g j g

people see on the outside, but what they see on the inside. The multi-pronged and holistic approach to Personal Symmetry is changing to meet the balance we require in our daily lives.

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markets sprouting up around the country. Nationally, from 2006-2008, 400 farmers markets have been created. Similarly, we have seen tremendous growth in the LOHAS (lifestyles of health and sustainability) and Slow Food movements. LOHAS has a 20 percent growth rate in Australia alone.

M t N T b t i l (10 d b t fSp

Personal Energy. Looking good is feeling good. It’s not just about losing weight, it’s about how you feel losing the weight. Losing weight should be a confidence-booster. Whether a healthy lifestyle comes in the form of a pill, or a 20-minute morning bike-ride, approaches to health are varied and personal.

MetroNaps. To combat microsleep (10 second bouts of unconsciousness), MetroNaps have developed EnergyPods. EnergyPods are reclined chairs that play soothing music so workers can get the sleep they need to stay safe and refreshed in the workplace. The CDC reported in 2008, Americans receiving six or less hours of sleep a night have dramatically increased

Safety will continue to be a driving force behind the popularity of pharmaceutical or farmaceutical trends.

Rejuvenation. Kids, relationships, and work all contribute to a stressful life. Often times we don’t acknowledge stress even exists. That’s why taking time to un-wind is crucial to a Personal Symmetry lifestyle Whether it’s going for a tan or relaxing in a

from 1985 to 2006. It’s estimated 50 to 70 million Americans suffer from sleep disorders or chronic sleep loss.

Graze. Large, stuff-you-face-until-you-burst-at-the-seams meals are unhealthy. That’s a given. That’s why it’s better to graze. Graze.com picked up on this healthy concept and combined it with convenience lifestyle and quality Simply choose a mealSymmetry lifestyle. Whether it s going for a tan or relaxing in a

café, everyone needs “me” time to restore his or her inner energy to keep on keeping on.

Conscious Consumption. The diet explosion that hit supermarket shelves decades ago has evolved into something a bit more aspirational. The outer self is reflective of who you are

with convenience, lifestyle, and quality. Simply choose a meal plan you’d like (lose weight, boost immunity, good energy, etc) or select what looks appetizing from their menu, tell them what days you’d like the food delivered, and voila!

Ke Wo ds


p yin the inside. Green/eco-friendly lotions, shampoos, deodorants from Mother Earth are healthy alternatives to chemical cocktails.

Key Words

Healthy, Holistic, Mind, Body, Soul, Fresh, Personal Energy, Rejuvenation

Trend 8. Bite-Size IndulgenceModeration with a side of milk

Definition

Remember when mom used to bake cookies? The aroma of chocolate and sweet dough baking into what might as well have

Examples

Infomercials. As major advertisers are cutting their airtime on television formerly staples of the late night / early morningchocolate and sweet dough baking into what might as well have

been gold. Who didn’t take one when mom wasn’t looking? It was these simple pleasures we treasure as kids that stay with us our entire lives. Though much changes: $.10 doesn’t make you rich, or a Caramello Bar isn’t made of golden nuggets. We hold onto the simple pleasures that accent our childhoods to find the

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television, formerly staples of the late night / early morning, infomercials are nabbing the top spots in major network airtime. As car sales and the stock market slump, products like ShamWow and Oxyclean are top-sellers. It’s the small indulgence the ShamWow or Oxyclean brings to our lives that makes everything seem not so bad. Cleaning products in particular

i ht t h th d i bilit f R l b t th ddescape our busy lives crave today.

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Getaway. Simple pleasures cannot be limited to chocolate or coffee Simple pleasures can take the form of a favorite hobby or

might not have the desirability of a Rolex, but they add convenience and cleanliness to everyday life.

Momofuku Bakery & Milk Bar . “Milk and cookies, dear?” Think 1950’s suburbia with perfect houses and perfect lawns. Or… think Manhattan today. With all the change and uncertainty going on around us urbanites are looking to the past for comfortcoffee. Simple pleasures can take the form of a favorite hobby or

a bench to relax in the park. It can be the hour of World of Warcraft you enjoy on the weekend… or your morning run. It is a small allowance we need to stay focused and bring balance to our everyday lives.

Quality. As we re-prioritize our budgets, we’re shedding the

going on around us, urbanites are looking to the past for comfort classics. Consumers seek a return to comforting classics, uniquely reinterpreted for today’s more discerning palate. “Please pass the cookies.”

Morsels. This bite-size eatery combines indulgence with moderation. Choosing just the right dessert shouldn’t be that big

excesses in our everyday lives. We’re finding what we need to get rid of and what needs to stay. Quality pleasures are going to stay, while the it-was-a-good-idea-when-I-bought-it pleasures are going to be thrown out. Foresight in product purchases is going to be key in our search for quality and longevity in our products. Consumers will say, “I can’t afford to renovate my

of a problem—as the treats are so small, and inexpensive, each dessert is more like a sample. Morsels capitalizes on the moderation trend, while still adding a little sweetness to the mix.

Key Words


p y, ybathroom but I can afford to buy the new bath salts and that will also give me pleasure.”

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Simple, Focus, Balance, Moderation, Nostalgia, Appreciation, Priorities

Trend 9. Back to BasicsSimplify

Definition Examples

Returning to a simpler time is what back to basics is all about—when modesty and humility were valued. Practicality is key to those modifying their daily lifestyle and simple pleasures are cherished now more than ever.

H3. There was a time when people were practical; when someone would ask, “Why are you driving a military vehicle (Hummer) to work?” This trend is re-emerging as the sales of smaller, more efficient cars are replacing gas-guzzlers. Now the coolest crowd of celebrities can be seen driving around in their Priuses. The waitlist for a Prius? Try 3-4 months, depending on

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Practicality. Having tons of stuff isn’t practical. It’s fine to have the extras in life–no one’s denying anyone of that–but tons of stuff isn’t fine. Driving around in a military vehicle is the pinnacle of stuff and that’s frankly not cool. We’re going to be

Priuses. The waitlist for a Prius? Try 3 4 months, depending on where you’re shopping.

Iceland. Icelanders are avoiding imported beers (as they are pricier) resulting in the increase in popularity of local brews. Beer is a simple pleasure Icelanders are just not willing to give up even amid an economic downturn.

making smarter decisions by focusing our purchases on practicality, not unfettered desire.

Minimalism. As we find new ways to go back to basics, we’re going to de-clutter. De-clutter means removing the excesses and useless junk from our lives. In our journey of finding ways to get rid of the excesses we’re going to re prioritize what holds value

Affluent Shopper. Whether you’re making over $100,000 or not, great value is still great value. Affluent shoppers shop at Target, Wal-mart and Home Depot more than any other store (Affluent Survey). Though affluent individuals have more money, practicality is still valued and will continue to be in the future.

rid of the excesses, we re going to re-prioritize what holds value and what can get tossed. It’s our search for cleaner, better lives that gives way to “back to basics”. Key Words

Simple, Modesty, Pleasure, Sacrifice, Practical


Trend 10. The Real DealIn search of the real truth

Definition

Transparency walks the divide between honesty and an

Examples

David Paterson. Admitting to adultery and drug abuse was a unapologetic attitude in the search for the truth. Honesty can be salt in the wound or it can be a weight off your shoulders. Accepting both as reality is paramount to the transparency trend.

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wise move by the New York Governor, David Paterson. It was a move that possibly saved him from the fate of his predecessor, Governor Elliot Spitzer.

True Beauty. ABC is looking through the make-up with its new show called True Beauty (produced by Ashton Kutcher and Tyra Banks) Its aim is to not onl fig e o t ho is p ettie b t top

Honesty. Sweeping problems under the carpet or the hush hush mentality is no longer a viable game plan. Whistleblowers can pop-up anonymously from anywhere via the Internet and KO a company’s future. Consumers have been empowered by the Internet to become an informed community of buyers and

fl h bl d d h

Banks). Its aim is to not only figure out who is prettier, but to test the moral fiber of each of its ten contestants. Unbeknownst to them, they’re being judged on their shapely figures and moral decisions. The take-away: feeling bad about stealing from a friend is just as important as high cheek-bones.

Ideastorm. Harnessing the power of the many gives way toinfluencers. With blogs and product reviews, consumers have direct communications with companies, both good and bad. Likewise, companies have an outlet to reach consumer ideas and concerns.

Real. Are we really worth the value of our bank accounts? Or the value of our cashmere sweater or posh Armani wing-tips?

Ideastorm. Harnessing the power of the many gives way to fresh perspective and ideas. The best ideas can really come from anywhere—not just in the R&D department. That’s why Dell created Ideastorm.com. Its purpose is to interface with its customers in an objective way. Users can post problems, concerns or kudos and have their suggestion ranked by others. The cream of the crop will be considered in Dell’s R&Dthe value of our cashmere sweater or posh Armani wing-tips?

The transparency trend strips monetary value from our perceptions of others and lays-bare who we really are as people. Because we aren’t a BMW or bungalow in Hawaii; we’re more than our purchasing decisions; we’re a friend that will answer her phone at 3AM. The Internet has furthered this trend as it is truly the great “equalizer” Everyone has an equal say or chance

The cream of the crop will be considered in Dell s R&D department when designing new Dell products. This helps Dell build an honest, caring brand image, while gathering valued information. From the consumer end, they’ve just taken part in a product they helped develop… for them, by them, via Dell.


truly the great “equalizer”. Everyone has an equal say or chance to share his or her passion. Keywords

Clear, Honest, Responsible, Natural, Accountable, Real

About the AuthorsAbout the Authors


Sparxoo strives to create purposeful impact for the long-runp p p p g

S b ild i blS i i i h Sparxoo builds sustainable relationships while delivering meaningful impact on projects with a purpose.

Sparxoo is pioneering the next generation of business that is founded in the principles of:

S i l t hi a purpose.

We are expanding our network of socially minded leaders and hope to become a leader in this category.

• Social entrepreneurship

• Real responsibility

• Creative community g yy

• Courageous leadership


We fuse right-brain and left-brain capabilities to deliver creatively strategic solutionsy g

Branding

Digital M k ti

Branding

Marketing

BusinessD l tDevelopment


We are leaders in the digital and branding communityg g y

Leading the conversation with

advanced perspective

Published and quoted by influential digital

publications

Sharing our expertiseSharing our expertise with entrepreneurs and future leaders


We provide leadership in the pursuit of breakthrough results as personally defined for your companyp y y p y

Early Stage Emerging Leaders Market Leaders


David Capece provides strategic leadership with a focus in digital media & entertainmentg

David Capece serves as a strategic advisor to media & entertainment companies. His recent projects have included digital growth strategy initiatives with Comcast, Lif ti d NBC ll l t t I th i t D id hLifetime, and NBC, as well as several startups. In these assignments, David has provided strategic leadership in market planning, brand positioning, online marketing, and business development.

D id h b f d di it l di t iti b i i ith thDavid has been focused on digital media opportunities beginning with the development of the Baltimore Orioles first web site in 1997, continuing in his Internet venture capital experience at Katalyst, and more recently as a member of the ESPN.com management team. As a Senior Director at ESPN.com, David was a key leader in building and executing long range plans. He oversaw marketing projects for new media products led growth strategy and served as the head ofprojects for new media products, led growth strategy, and served as the head of online marketing.

David has 12 years of business experience in investment banking, venture capital, and consulting where he has worked on over $800 million in private placementand consulting where he has worked on over $800 million in private placement, IPO and M&A transactions. David graduated with an MBA in Finance and Marketing from Wharton Business School, and has a BA from Johns Hopkins University.


We have a team of strategically creative business professionalsp

Katherine Parsons is a creatively strategic marketing professional with a passion for brand development and innovation. Industry experience includes research idea generation, strategic writing and project management. Most recently, Katherine was a Senior Consultant in the Strategy department at Interbrand NY. Prior to that she worked at Faith Popcorn’s BrainReserve and McKinsey. She holds a MSc from The London School of Economics in O i ti l d S i l P h l d BA f W ll lOrganizational and Social Psychology and a BA from Wellesley College.

Ethan is a creative writer whose talents stretch to brand development and even business strategy. Ethan has written Internet business plans, developed consumer product brand platforms, and has provided creative leadership to advertising

i P i l Eth ti it thcampaign. Previously, Ethan was a creative writer on the advertising team at Partners and Napier. He also contributed to the Democrat & Chronicle newspaper as a News and Politics Editor. He holds a BA in Communications and Journalism from St. John Fisher College.


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D id C K th i P Eth LDavid CapeceManaging Partner

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Katherine ParsonsSenior Strategist

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Ethan LyonSenior Writer

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