Brands are now moving from static to a more dynamic form. In the \'next steps in branding\' issue of \'Brainwaves magazine\' I explore the near future of branding. What do we need to change to be able to adapt to the brand environment of today? Away from the traditional static approach to branding, we see several brands taking a more dynamic shape. But will it stop here? In this issue’s ‘In-depth” story we explore a first possible first step in future branding: the birth of, what I like to call, the first true ‘LivingLogos’. These logos act like living organisms that naturally adapt to their environment, organisms which grow and evolve. Just like in the real world, these LivingLogos will be bound to the ‘physical laws’ of their brand world. Laws like gravity, time perception and space. A set of variables will apply to their existence as well. With these brands we will connect & interact on both functional and emotional level, and will build a true relationship.
<to download the pdf go to http://www.10ison.com/2010/09/next-steps-in-branding/ >