Being human in the age of tech

 

 

The Industrial Revolution 4.0 is now well underway with technology making tangible changes to the way we live, work and experience brands. The rollout of 5G looks set to accelerate this transformation even further, and could be the biggest single opportunity—and challenge—for brands in 2020.

 

We should be careful not to focus only on the practical applications of technology, though. Instead, as brand managers and creators, we must look at the influence it has on us at a human level, affecting culture and society at large.

 

By focusing on the real, human effects and on behavior change in the long term, we will be directed by true trends, rather than led by fleeting fads.

Do androids dream of electric sheep?

Today, at least half of all Google searches are done by voice. With Siri, Alexa, and the host of other voice assistants we now already live with, brands are increasingly...

Fifth generation brand opportunities

5G will change your world! The introduction of 5G will be the biggest single opportunity—and challenge—for brands in 2020. To date, much of the anticipation has focused on faster download...

Digital platforms have a brand blind spot

Why digital platforms are failing in emerging markets “Only when the tide goes out do you discover who’s been swimming naked.” This vivid statement was made by Warren Buffet to...

The age of small data

Every minute, we make 3.8 million searches on Google, send almost 150,000 emails and upload 500 hours of video to YouTube. The wealth of data available today, and which is...

How to brand the customer experience

We’re moving away from conspicuous consumption. Less buying things and instead more buying access to things. Many people don’t want a car, they simply want to go places. The role...

Story telling becomes story doing

It’s no longer enough to talk a good game. Consumers today demand that businesses act—this means behaving responsibly, sustainably and ethically, and making a positive impact in the world. We...

What the workplace says about your brand

Every business stretching to be the best needs its people to be at their best For decades, office design was focused on productivity and functionality. It was a straightforward transaction:...

It pays to be good

Climate change has become the Climate Emergency. School children across the world are striking and influential individuals—from Greta Thunberg to David Attenborough—are pointing the finger directly at global leaders. Progressive...

Don’t build a brand, build a community

Brand is in the hands of the consumer Over time brand evolved from being a simple promise to the customer to becoming a two-way relationship. More recently, brand has focused...