R: Resonate

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Great trends resonate with their intended audience. They really connect, and hit all the right notes.

When something is on-trend, it resonates deeply with customers. It will connect and ring true with the values of the intended audience. In many ways, an effective trend will be like an orchestra in which every musical instrument has a vital part to play. If just one instrument is flat, the entire performance will be affected.

For example, boutique hotels are doing well because they can offer personalized experiences and attention to detail that’s just not feasible for a larger hotel. All of the little touches—like fresh chocolate chip cookies at the check-in counter, complimentary fresh-brewed Starbucks coffee in the morning and a complementary glass of wine in the evening, and even an upmarket bathrobe rather than the usual plain bathrobe—add to the sensual experience and resonate.

Whether you are designing a collection of clothes or creating the ultimate service experience, it’s important to realize each note you compose has to ring true to your audience. Even one false note can damage the overall impact of your brand. When you consistently hit the right notes, you are on your way to striking trend chords that resonate deeply with your customer.

–Robyn Waters