- Brands will shift from silos of indoctrination to flat networks of community. Giant crashing sounds are heard.
- Brands realize that they are much more than a subset of advertising. Google’s conquest of the ad business sharpens this perception.
- Brands come to their senses and admit that they’re much more valuable as innovation tools than as stylized sales stimulants.
- Gravity wins. Brands move from top down to bottom-up.
- Brands embrace Joy’s Law with a twist: whatever your company, customers will have more and better brand ideas than you do. Companies tap into customer initiative and intelligence.
- Brand loyalty changes gears. It’s no longer “loyalty to the brand.” It’s now “loyalty through the brand,” to values mutually held by companies and customers. More crashing sounds.
- Brand platforms emerge as category killers, offering new customer value far beyond traditional product footprints.
- Brands discover their patron saint: Dionysus, master of the edge. Revelry ensues, accompanied by art, music, drink, drama, lust and assorted mayhem. Brand classes in grad schools are swamped.
- The term “branding” disappears, unless you work with (and smell of) cattle.
- The brand team rises to new prominence within the corporation, tossing aside their old role as communicators. They emerge as value innovators, helping companies deliver more/new/better value to customers.
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