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i always say that people buy the brands and products that they feel express aspects of their identity. if you can craft a product, or position a brand in a way that it manages to express something about a particular identity articulately enough, that's what it takes to start the fire.

trying to predict the next "trend" to me is instead a matter of ascertaining what kinds of emerging identities or identity aspects are in need of expression.

good point on trends/brands... reminds me of things like "Tom's of Maine" or "Life is Good." these thing express a very specific inner identity. certainly not for everyone, but the idea of an organic company from maine arising a few years ago and a positive, rosy life outlook for older Xers and boomers are very relevant thoughts...therefor the start of trends.

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