Dirk Knemeyer

The future of branding

The future of branding, July 12, 2004

A short comment contextualizing the prediction could go right here

The very nature of business has changed more in the last 15 years than in the 50 years prior. That is due to a few different factors, one of which is the rise of the Internet. The ubiquitous access to data and information, instant international communication, and the replacement of human tasks with digital processes has revolutionized where business is going. As a result, business is moving faster, the markets available to each business are significantly larger, and the world in general is dramatically smaller and shrinking more every day. This allows for connections, strategies and tactics that were not previously possible.

Another vital business trend is the move toward globalization. Spurred by the Internet and the natural by-product of mature, late-stage capitalist market conditions, globalization is the logical next step for business success.

[…] More than replacing small local businesses with “super brands,” the move to globalization has a cascading effect on how business is done: recent trends toward offshoring are a direct product of globalization; the spiraling commoditization of all but the most complicated technical and intelligence tasks is another.

[…] Brand Experience is the strategic approach to compelling people to take productive action through the integrated, coordinated planning and execution of every possible interaction that they have with your company or products. That means assessing business strategy through the lens of providing people with carefully designed experiences that meet their needs and desires, with the explicit intention of compelling them to take productive action on your behalf.

Brand Experience—in its totality—is a rather new discipline, and one that is incredibly complex to execute successfully. Not only does it require a sophisticated understanding of business strategy and a deep, scientific and cultural understanding of people and markets, it also demands a broad—and neutral—understanding of communications and media. It is, at once, the synthesis of business, marketing, design and technology.