In its recent white paper, “Dissecting hypes: What can we learn from historic examples?”, Trendmark uses big data to capitalise on the right trends and lays out how to analyse hypes and by using familiar historical examples such as Pokemon Go, the iphone, Bitcoin, and Brexit.

The paper concludes that from the historical examples it dives into that internet search data is an excellent barometer for determining the size and duration of a hype. While some hypes simply die off, others are perpetuated by certain users groups who keep them alive.

From its analysis, the paper identifies four hype types: classic media, events, proxy, and product launch hypes. In its graphical depiction of hypes, Trendmark also guides users on how they can use its services to support strategic decisions and market brands.

The white paper can be downloaded here.