• Marketing & Advertising

Fad is a wave in the ocean, while a trend is the tide

A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good.

Company often tends to gear up as if a fad were a trend. As a result, the company is often stuck with a lot of staff, expensive manufacturing facilities, and distribution networks. When the fad disappears, a company often goes into a deep financial shock. What happened to Atari is typical in this respect.

A fashion is a fad that repeats itself.

— Al Ries

Wanna know more? Follow the source!

The text above was taken and slightly edited from the following sources.

The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Future Trends
  • Strategy & Planning
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