1st January 2012
Is this the year of super-massive power shifts?
It’s a new year… so let’s try a customary prediction for the new year…
2012 may well be the year of super-massive online power shift demanding suites of branded experiences.
Consumers are more powerful than brands.
In a world of ‘pros’ and ‘cons’ — the rise of the ‘Prosumer’ (those evangelical brand fans that shape a product, service or organisations reputation) is going to affect the way branding is approached.
This year will see a clickover to consumer-driven communication hosted by brands on a massive scale.
Personal connections in physical locations are lessening.
The high street as we know it is dying. (Have you actually been in a branch of HMV recently?)
Colgate telling you it is trusted by dentists is less effective than a dentist telling you – and you then telling friends – and then people you have never met reading your positive response. The opinion of a person you’ve never met about a product you’ve never bought from a brand you’ve never heard of is more important than what that brand says directly to you.
Brands and branding needs to move away from the one-way mirrored-glass of logo-based branding (where all they can see is themselves) and towards a user/consumer/people powered series of choices.
Adaptive BrandWorlds will become more important than ever to host these conversations.
A café for ideas, a second digitally powered enlightenment – not solitary confinement for one average idea repeated ad infinitum.