Keeping your finger on the pulse

With all the trendspotting websites and companies out there. Do brands really ever keep up with trends. I think Nike do a good job of being 'down with the kids'. They have moved into everything from girls dancing to free running. But the one that truely does keep up is south park. These guys usually write a script and can have it on in within three weeks. Everything from Tom Cruise to Britney Spears to Steve Irwin. Now they are also looking at giving away their programs for free. (Not in the UK yet though)
But they do keep on top of everything going on in the public. If only brands could keep up at this speed