I was recently on vacation in Europe and after leaving a tour of a castle, saw this pole covered in visitor stickers, which reminded me of this previous post about the value that foresight can bring to design. For the next couple of days this question of how to best deal with visitor stickers (Idea…
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While many brands were already values-driven in the early 21st century, by 2030 more brands have made consumer values central to their journey toward the future. Brand evolution is directed bottom-up by their customers’ aspirations, rather than top-down—co-evolving in sync with consumers’ advancing values and dreams. What’s driving this forecast… Branding is evolving. Standardized branding…
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By the end of the next decade, as the pace of consumer change accelerates and social media matures, a stronger, deeper linkage between consumers and brands has driven brands to change more quickly too. For example, brands have shifted their messaging or morphed key attributes to compete effectively in a world of viral memes. Some…
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By or before 2030, consumer data is so rich and deep that brands essentially create themselves based on detected patterns of consumer need, rapidly filling an identified brand niche. Systems detect gaps in brands through methods such as social media monitoring, click-through rates, or A/B testing. They also look outside the immediate product space for…
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Fostered by Millennial interests, in 2030 game-playing is the leading form of entertainment among crucial consumer demographics. Brand managers respond by embedding their brands into gaming experiences that mix the virtual with the real. Ubiquitous adoption of augmented reality has made brand-oriented gaming as common as playing Angry Birds was in 2013. Consumers engage in…
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Intelligent, customizable brands seek out consumers. With the influx of data analytics about consumer needs, sentiment, and lifestyle choices, by 2030 brands are seeking out users, rather than users seeking brands. Consumers no longer pay attention to brands because AI brands now know what consumers need, and present them with appropriate, individualized choices at the…
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Personalization has been on everyone’s list of important trends for more than a decade. But in high-volume consumer goods it’s hard to execute in a cost-effective way. Here are two prominent examples I ran into during travels last fall. Coca-Cola’s “Share a Coke” campaign, including printed bottles with first names, debuted in Australia in 2012…
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Welcome to the new Foresight Alliance website! In addition to a cleaner, more modern design, we’ve reorganized things a bit to better help you get what you want from this site. Our new landing page recaps our capabilities and the benefits Foresight Alliance provides our clients. You can find a list of our services here, while…
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Recent client work on the future of cars and auto repair had us thinking about Big Data (I know, I know) and driving, especially as the various streams of data generated by cars and drivers begins to be aggregated. What data is being generated and collected now? Car event data recorders (the so-called “black boxes”)…
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Brands that create themselves … brands that know what you want before you need it … brands that respond to consumer aspirations … Welcome to brands and branding in 2030! Brands 2030 is ten forecasts that provide a provocative look at ideas and trends that could shape the future of brands and their interactions with…
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