BRAND FUTURES: Create shared value & meaning

by Anne M. Berg

People buy relevance. They buy relevant things from brands they trust. And effective branding helps people curate relevance. But the way all brands create meaning and value must change. Because the future will be based on newly emerging principles:

• The future is all about relevant content that is fueled by connectivity and mobility.
• As the Internet grows, more and more curating of content will be necessary.
• Capitalism is shifting from mass production to individual customization.
• Brand loyalty is more difficult to garner and requires deeper engagement.

So serve your customers with interactive and emotional experiences — experiences designed through mutual creation of meaning. Consistently create distinct and inspiring content. Useful. Beautiful. Unexpected. Now that’s a relevant experience worth buying.