What ever it may be lets just call it "APPLE PIE"

Each time I sit back and watch presentations on trends I am walk away with a strange feeling. It funny how we live in the moment and often carried away and start believing until reality dawns and then we retreat back to the security of the familiar. Even if the wrapping is the only familiar item with a pleasant surprise waiting inside. This may be the longest beginning to a simple concept of needs and wants.

I was evaluating a brand concept recently when I realized how we crave for surprises, driven by the moments we live but yet like it presented in a form we recognize and relate. We draw on our earliest and often the most soothing memory of our experience in trying the product. It is this experience that provides context and meaning to the brand, the product and even the category at times.

No denying there may be more than a manageable number of segments if memory and meaning drove our target segmentation. I am ready to try as long as we still call it good old segmentation.