The seventh-year itch: when weirdos become mainstream

When it comes to cool-hunting, brand strategist Lida Hujić has been in the front line and has developed ideas that build on existing notions of innovation diffusion.

“Can we spot small signs of big change early on?” It’s a question to which many brands and marketers would love to know the answer. Lida Hujić is a brand strategist whose research may point them in some promising, if unexpected, directions.

She’s fascinated by non-conformists – she’s spent a lot of time among them in the fashion and arts worlds and she wouldn’t describe herself as “normal” – and in particular those “who challenge the status quo for the better good”. She’s interested in