Faith Popcorn
From Wikipedia, the free encyclopedia
Faith Popcorn, born in 1948 as Faith Plotkin[1], is an author and founder and CEO of marketing consulting firm BrainReserve. Prior to founding her consultancy, Ms Popcorn was an advertising agency creative director[citation needed]. She is a graduate of New York University and New York’s High School of Performing Arts[citation needed].
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[edit] Phrases
Ms. Popcorn has coined various terms and phrases in her publications. For example "Brailling the culture" is her term for analyzing a range of cultural developments. Ms. Popcorn has identified a number of trends that she argued determine consumer behavior. She also developed a marketing model she calls "InCulture Marketing" which she says turns the culture itself into a medium for brand communications.
[edit] Criticism
She claims her predictions have had 95% accuracy[2]. However, a study by researchers at St. Norbert College concluded:
- "Faith Popcorn forecasted 10 trends in the 90's on The Popcorn Report, but according to this research, implications of five trends of ten have significant problems. In the real business world, a 50 percent error rate is unacceptable"[3]
William A. Sherden takes a skeptical view of her ideas about Cocooning, among other things, and concludes she was simply wrong on several key issues.
- “If Popcorn is any kind of genius, it is only for marketing and self promotion, for she has packaged pure fantasy and sold it to some of the highest-level executives in U.S. industry.” [4]
[edit] Bibliography
- The Popcorn Report,
- Clicking (co-authored with Lys Marigold),
- EVEolution: The Eight Truths of Marketing to Women (co-authored with Lys Marigold),
- Dictionary of the Future (co-authored with Adam Hanft)
[edit] References
- ^ The Post-Truth Era: Dishonesty and Deception in Contemporary Life, Ralph Keyes, Macmillan 2004, p87 "
- ^ Harper Collins biography of Popcorn. Harper Collins Inc. (1996). Retrieved on 2007-08-17.
- ^ Burned Popcorn and Broken Crystal Balls: Beware of False Prophets Bearing Food. St Norbert College (1999). Retrieved on 2007-08-14.
- ^ Sherdan, William A. (1999). The Fortune Sellers: The Big Business of Buying and Selling Predictions. New York: John Wiley & Sons, 223. ISBN 0471358444.
