8 thoughts for 2008
« Push and shout » is unsustainable as a strategy.
Will brands grow by delighting customers to the point of
recommendation and attachment? Or will
agency, media and marketing doctrine perpetuate
96% of innovations fail to reach their ROI targets.
Will companies continue to try and « process » their way out of
this gap? Or will they embrace customer-centric and open forms
of ideation, development and product/service introduction?
Will marketing departments regain a board seat through
higher accountability and a broader perspective?
Or will process automation and a tainted reputation
relegate them to the fringe of business?
Home fabrication technology, mass-customisation and production
runs of one are merging with 3D technology. This means the end of
mass production is becoming conceivable.
How will mass-manufacturers with 20+ years of factory amortisation
make the transition without going too fast or too slow?
Photo via: Wonderwall.com
Will -in spite of their impact- businesses continue to igrnore
serious games and virtual worlds? Or will they be embraced
to create better training, design and manufacturing solutions?
In the chase for volume, premium brands benefit from Asia’s
seemingly endless appetite for luxury.
When the China boom slows, will luxury brands « trade down »
to push less sophisticated lifestyle players out of the market?
Or will the cake continue to get bigger for all to share?.
As Asian technology becomes more sophisticated, will
European firms overcome their cost disadvantage through
better customer insights and innovation? Or will will they
simply be bought up by Easterners flush with cash?
Al Gore has shown us the colour of money is « green ».
Will poverty alleviation remain an optional and charitable
endeavour? Or will we find a business model to make
helping the poor as profitable as « saving the planet »?
Have a great 2008