{"id":8012,"date":"2026-04-23T15:36:23","date_gmt":"2026-04-23T13:36:23","guid":{"rendered":"https:\/\/www.htt.it\/?p=8012"},"modified":"2026-04-23T15:46:31","modified_gmt":"2026-04-23T13:46:31","slug":"why-strong-brands-follow-trends-not-fads","status":"publish","type":"post","link":"https:\/\/www.htt.it\/en\/why-strong-brands-follow-trends-not-fads\/","title":{"rendered":"La legge dell’accelerazione nel marketing"},"content":{"rendered":"\n\n\n
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Marketing lessons<\/p>\n

Why do strong brands follow trends rather than fads?<\/h2>\n

Not everything that grows quickly is building value. The law of acceleration explains why, in marketing, the most solid dynamics are not the ones that explode overnight, but the ones that consolidate over time as recognizable and sustainable trends.<\/p>\n

The law of acceleration states that marketing builds value more often on trends than on fads. Fads explode quickly and burn out just as fast; trends grow more slowly but truly change market behavior.<\/p>\n<\/header>\n

\"Illustration<\/p>\n

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What is the law of acceleration?<\/h2>\n

Among the marketing laws formulated by Al Ries and Jack Trout, the law of acceleration<\/strong> helps distinguish between two phenomena that are often confused: the fad<\/strong> and the trend<\/strong>.<\/p>\n

The principle is simple: successful programs are not built on fads, but on trends<\/strong>. In other words, what seems to explode rapidly can fade just as quickly; what grows progressively, consistently, and less spectacularly tends to have a deeper and longer-lasting impact.<\/p>\n

The law of acceleration therefore invites us not to confuse noise with direction. In marketing, not everything that suddenly accelerates is meant to last. In fact, the most sudden phenomena are often the ones with the shortest lifespan.<\/p>\n<\/section>\n

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A fad and a trend are not the same thing<\/h2>\n

A fad is a phenomenon that captures attention quickly, generates imitation, creates visibility, and seems to trigger a collective rush. It often follows a vertical dynamic: it rises fast, dominates the conversation for a limited period, and then deflates once it loses novelty, exclusivity, or the ability to surprise.<\/p>\n

A trend, by contrast, moves more slowly but in a more structural way. It does not depend only on the novelty effect, but on a real change in market behaviors, expectations, or priorities. It is less spectacular at first, but more solid over time.<\/p>\n

For a brand, being able to read this difference is decisive. Chasing a fad may deliver immediate results, but it often leads to fragile tactical choices. Intercepting a trend, on the other hand, makes it possible to build positioning, consistency, and long-term relevance.<\/p>\n<\/section>\n

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Why this matters so much in today\u2019s marketing<\/h2>\n

In an ecosystem dominated by social media, platforms, micro-trends, and increasingly rapid attention cycles, the pressure to react is constant. Every week, a language, format, channel, or dynamic emerges that appears impossible to ignore. For many companies, the risk is turning marketing into a sequence of pursuits. This becomes even more evident in a context where search itself is changing shape, as we also explored in Search with AI Mode<\/a>.<\/p>\n

But constant chasing rarely builds a brand. It may increase short-term visibility, but it often weakens the brand\u2019s overall identity, makes communication more inconsistent, and reduces the market\u2019s ability to associate the brand with a clear meaning.<\/p>\n

This is where the law of acceleration becomes useful: it forces a simple but strategic question. Are we reacting to a spike in attention, or are we investing in a real change?<\/strong><\/p>\n<\/section>\n

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How to read acceleration in practice<\/h2>\n

There are fairly clear signals that help distinguish a fad from a trend.<\/p>\n