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Atlanta, GA, United States, 2009/01/15 - Brand Innovation company to discover cultural behaviors, motivations and needs for product development [NYSE: NAV] - Navistar.com.
Trend Influence, the insight and innovation agency, today announced Navistar has selected the firm to identify specific cultural behaviors, motivations and needs for brand and product growth, specifically for their IC Bus Commercial Division.
For nearly a decade, Trend Influence has been helping the world’s best brands develop insights that are future-focused and customer centric through an evolutionary scientific approach to consumer insight and product development. The company will apply its proven Trend-Centric Human Behavior Innovation Model to unearth untapped opportunities for vehicle design considerations and marketing implications for the global transportation company. In addition to The IC Bus Commercial Division, the agency has also helped Navistar apply innovative research techniques to the advanced product planning for it Class 8 on and off road severe and long haul trucks and IC Bus School divisions.
“Navistar is an incredibly storied organization that has been on the forefront of innovation since its inception as McCormick more than 175 years ago. Our goal at Trend Influence is to help Navistar continue to expand on that legacy as they grow into a truly global enterprise. Specifically we will help them to better understand the human context in which their products exist now, or will exist in the future.” said Richard Leslie, president and chief strategic architect.
About Navistar International Corporation
Navistar International Corporation (navistar.com) is a holding company whose wholly owned subsidiaries produce International® brand commercial and military trucks, MaxxForce™ brand diesel engines, IC brand school and commercial buses, and Workhorse® brand chassis for motor homes and step vans. It also is a private-label designer and manufacturer of diesel engines for the pickup truck, van and SUV markets. The company also provides truck and diesel engine parts and service. Another affiliate offers financing services.
About Trend Influence
Trend Influence (trendinfluence.com) is a brand and product innovation agency that helps clients identify future product and brand opportunities. More than a global research firm, Trend Influence is a collaborative group of social scientists, business strategists, product innovators and creative designers who make brands more relevant to customers by delivering comprehensive solutions to brand challenges. Using ethnographic and consumer anthropology, Trend Influence transform consumer motivations, desires and behaviors into applicable brand strategies. Trend Influence is a division of NorthStar Research Partners, an international full-service insight consultancy with offices in Atlanta, Toronto, London, New York, Los Angeles, Boston and Detroit. Both agencies are members of MDC Partners.