Bates 141 launches "A-Z Dictionary of Change"

Bates 141 has published the "A-Z Dictionary of Change", a handbook which will be produced annually and targeted at brand owners, businesses and marketers.

The "Dictionary of Change" carries words and concepts that capture shifts in the marketplace that businesses can harness, to transform the way products, distribution channels, pricing strategies and brand experiences are devised and created, according to an official release. The book 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. The agency has also invented words based on its observations of change.

"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," said Frederique Covington, regional executive planning director, Bates 141.

 "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.