This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behaviour and attitudes and therefore on brands. Characteristics expected of a Millennium brand are identified and four basic attitudinal sectors driving ten behavioural trends derived. The trends are described in detail - each has implications for product development, brand positioning and corporate planning.
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Shore et al. (1999) studied this question.
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