Bates 141 has published the first ever ‘A-Z Dictionary of Change’, a handbook targeted at brand owners, businesses and marketers. It will be an annual publication because the language of marketing is in a constant state of flux, reappraisal and reinvention.
The ‘Dictionary of Change’ is a new perspective on change with an emphasis on action, words and concepts that capture irreversible shifts in the marketplace that businesses can harness to transform the way products, distribution channels, pricing strategies and brand experiences are devised and created.
“While trends have become a commodity and are rarely actionable, we distil our tracking of change into ChangePoints – insights to inspire new ideas on how brands and people can engage differently, via new products, new experiences, new distribution avenues or simply a new language,” explained Frederique Covington, Regional Executive Planning Director, Bates 141.
The Dictionary contains change words across all categories – business, communications, lifestyle, shopping, social networking, marketing, technology and science, and the environment. The words have been sourced from all across the globe, with specific terms in Chinese, Hindu, Japanese, Korean, Malay and Tagalog, reflecting an in-depth knowledge of Asia.
“Language is one of the richest areas where change can be spotted, and this is why we chose to publish the first ‘Dictionary of Change’. Nothing is more important to us than the spotting, understanding, and interpretation of change for our clients. Doing business in Asia means we are operating in the part of the world that has the fastest growing economy, the largest population swell, one-third of all Internet users, and eight out of ten of the most optimistic countries worldwide,” said Jeffrey Yu, Chairman, Bates 141.
“This book is a testament to our change culture and the importance we place on thought leadership to inspire our employees to deliver change insights or ChangePoints that are the foundation of our ideas and breakthrough work,” said Digby Richards, CEO, Bates 141.
In addition, the agency has also invented words based on its observations of change resulting in new concept mash-ups that mark the inflection of new lifestyles. Examples include ‘Aeropolitan’, where people are now living, consuming and transiting in airports like their second homes. Bates 141 is currently collecting words for the 2009 edition.
“These are the most pertinent changes that will have the biggest impact in the year to come, on the way people live, consume brand messages and shop,” added Frederique.