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Brand Tomorrow


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Brand innovations, creative strategies, interactive communication media / mediums, or even über marketing efforts of today are not enough to satisfy the individual desires of tomorrow’s consumers. The creation of a hybrid brand ecology is the revolution needed to fuel the consumerism of 7.1 billion people. Considering all the above, here are my predictions on creating a ‘brand tomorrow.’

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Brand Tomorrow

  1. 1. Brand Tomorrow “It is probable that many things will happen contrary to probability.” Paradox Box Imagine 7.1 billion people of today’s world. Imagine all of them free from human and economic poverty. Imagine them taking ‘consumer control’ by choosing their commodities with their devices, based on no brand promise but on the freedom of choice added with the freedom of will. Let it sink in; let the implications make you wonder. Let me begin, my friends, on my journey into ‘seeing’ the brands of tomorrow with the consumers of eternity. 1. Not once in history, has any singular thing happened to human kind, all at once -the world’s population together, sharing, and believing something that resonates positively. 2. The world needs change (not in the political sense) but so far, even the brightest change-makers have been mere droplets in the sea of transformation, always missing the forest for the trees and forever blind to the ways of the next beyond. Simply, there has been no ‘NEO,’ no ‘the ONE,’ a person/institute that has lead mass/viral movements. 3. The poor have always been poor, and always been chained to the same cycles of generational entrapment. Whether human or economic, those who preach about poverty being history in a perfect world, forget that by saying ‘history’ one delays a generation with intellectual jargon and admits their inability to create reactions that fuel ‘economic equality’ for commodities with no borders in interconnected communities. 4. Consumer control was always a myth. We, the salespersons of the brands, have been hypnotizing the target audiences with prolific messaging and strategic mechanisms so that they buy more, eat more, see more, are more, consume more. SPEND MORE. The money that you make is the money we aim to take! Don’t blame us for being good in the trade of selling ideas – we are only accomplices to the machines of growth. The top of the pyramid uses the middle to control the bottom and we represent the hungry middle class. 5. Brand innovations, creative strategies, interactive communication media / mediums, or even über marketing efforts of today are not enough to satisfy the individual desires of tomorrow’s consumers. The creation of hybrid brand ecology is the revolution needed to fuel the consumerism of 7.1 billion people. Considering all the above, here are my predictions1 on creating a ‘brand tomorrow.’ 1 Inspired by and refined by the author, Ishraq Dhaly
  2. 2. a. Prediction will become ubiquitous. Predictive tools (for consumer profiling and future behavior mapping) will be part of main stream culture. b. The ‘Proximity War’ will intensify. The battle amongst applications, services, protocols, and devices will rage on, capitalizing on location awareness. The term SoLoMo (Social Media, Location, and Mobile) is a thing of the past. Brands will actually start being directly associated with applications that heavily investing in time stamp, motion detection, NFC (Near Field Communication), and AR (Augmented Reality). What will be monitored, targeted, and catered to by the brands beyond SoLoMo are as follows: 1. Social Media a. Specific platforms that we use b. Our web habits 2. Location a. Physical b. Virtual 3. Mobile a. Voice b. Data 4. Proximity a. Swarming (knowing who we mingle with at any given time) b. Home/Work/Other (just like Google automatically knows we are where, very soon all brands will know this and start push marketing) 5. Promotion a. Onsite (Retail-based, web based) b. Offsite (In other communication media) 6. Motion a. Directional (which direction are we traveling towards) b. Speed (is our speed natural or unnatural) 7. Time Stamp a. Date, time, time-zone, and tagging (specific information will differentiate chronological choice- making amongst brands. 8. Though unnecessarily long, the term should now be rightly dubbed as SoLoMoProProMoTi. I dare you to watch how, using this strategy, Google Glass2 , Google Earth along with maps from Google, Apple, and Bing start being in the forefront of branding. 2 Launching in 2014 but already is the world’s most visited website with over one billion visitors per month. Google Glass is going to bring in a social renaissance along with most of the conspiracy fears regarding privacy.
  3. 3. c. Goodbye Apple. Welcome Android. 3 years ago, the Android market share was 3%. Now it stands at a whopping 75% where Apple is only 5% (while costing 3 times as much) while in China, the Android market share is 90%. Additionally, it is predicted that by 2028, India is going to overtake China to become the world’s most populated country and by 2050 the total world’s population is going to be a staggering 9.6 billion people. I place my bet on Android-based technology to be preferred by the teeming masses. d. Individually-tailored online learning3 will soar due to adaptive learning technologies. e. Get ready for big prizes for even bigger challenges. Expect the return of the ‘challenge prize’ for crowd sourcing solutions to social problems. The ‘challenge prize’ was a method successfully deployed in the industrial revolution. This method firstly defined a problem, then created an open market for solutions, and finally offered a large incentive (often cash) that made the consumers come out of the woods in herds. I predict that governments and philanthropists will use more of this strategy along with big corporation brands. f. Universities will sponsor newer pipelines for public, social innovations. Similar to MindLab, Stanford, MIT Social Innovations Lab, the public policy lab idea that prototypes new forms of public service is now mainstream. g. Digital Public Services finally figure out how to use the web. The phenomenon of online shopping, electronic data transmission, cloud services, Skype, Facebook, videos, BBC iPlayer, Twitter4 etc is being used aptly. Though the next strategic inflection point will be the clever public services that start hiring the smartest people who can leverage the web. Remember the web is forever, not just for Christmas. h. Baby Boomers are back. Now in their 50’s and 60’s, these ‘aged’ consumers now are being marketed through films, they account for rising e-book purchases, and they are the new ‘old’ gadget freaks creating a lucrative market. Woe to us marketers for being prepared for a ‘young’ consumer market and not ‘old’ complacent buyers. Let’s get our act together fast! i. Health knowledge will boom. Since knowledge and data has become the health system’s vital currency, there has been a consistent rise in open research databases that share the results of clinical trials, tools that allow more participation in researches, computational models, treatment comparisons, and experiential information. My question is who will own our personal health data? My advice is watch out! 3 Reference: Edutech 4 is a site that the government of UK uses for public roadway maintenance
  4. 4. j. Frugal Innovation. Minimizing the use of resources in development, production, delivery of goods or leveraging them differently will result in dramatically low-cost brands which will out-perform the alternative. Social missions will prosper using frugal innovations at-scale. Case studies regarding this include innovations in delivering babies in slums and low-cost heart surgery. Finally, let me predict 3 key points for 2023, due to which a new type of consumerism will be born for the brands of tomorrow: 1. 80% of the world’s population will be connected to super-information and data will increase by 43%. So, scalable technologies will be in the center of innovation focus while human capital will be one of the well-managed assets of rising companies. 2. Conventional rational and/or emotional benefits attached to products/services/brands will be obsolete. 3. Transactions will evolve from paper-based fiat currency to common digital currency and very possibly, the mighty greenback will perish at the feet of über currencies such as Bitcoin. Author: Ishraq Dhaly Date: 16/07/13 Introduction: The author is an advertising professional with 11 years of brand experience. Please contact him at for all relevant questions.