The Yo-Yo series

Welcome to the Yo-Yo series, a three part dive into crazes that sweep across the market before disappearing just as quickly.  The first post, "Crazes happen because people herd" looks at herd behaviour and the typical characteristics of crazes.  The second post, "Tsunami style and Mexican wave style crazes" explores two types of crazes and key differences between them.  The third post, "Marketing's role in crazes" brings home the lessons for marketers including creating and riding a craze.