INFLUENCERS: HOW TRENDS AND CREATIVITY BECOME CONTAGIOUS  |  R-I Creative

Marketing is pretty simple. The key is to segment the decision makers and the influencers & appeal to each with a finely-tuned mix of pathos, ethos and logos.

The difficulty: identifying the catalysts of influence for each audience. We’re getting closer day-by-day, but we have a long way to go. 

This short documentary goes in a unique direction, replacing ‘influencers’ with ‘trend-setters’ — and proves that this alteration is more than about semantics. I appreciate the new approach to the idea as trends (social, political, technological, consumption) all define what people buy and what they don’t. And isn’t that what sales & marketing is about?