Trends
Brands follow trends to stay relevant and create them to stand out. Authenticity is key to effective trend-following, avoiding the bandwagon effect. Even in the era of mega-trends like glocalization, individualization, new work or virtual realities, brands need to carefully evaluate a trend’s compatibility, as not every trend seamlessly aligns with a brand’s core values. Leading brands are not followers; they shape the market through innovation and a profound understanding of their audience. However, they also face the potential for both success and failure, as setting trends comes with inherent risks.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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