The kind of humility this demands keeps brands like Gap afloat, even as a discredited Nike sinks into the quagmire. In today's world, lifestage, not chronology, is what counts. In future, people will be willing to give up their privacy, but only if they can control what and how much, and only if they get something in return. Few people would give out their home address and phone number to some stranger with a clipboard. One enters a store, logs onto an e-tail site, picks up a catalog.
Contextual commerce is already fast emerging.
Divided, We're Falling Mobile technology, serial divorces, personal stereo systems, entrepreneurial SOHO culture, ID numbers. Thus a strong market exists for content that offers an escape from all this isolation, the possibility of making a connection without losing the precious freedom that modern technology offers. Content that starts a conversation, rather than a monologue, is the content that people will buy and remain loyal to in the future. Th Landor branding consultancy.