Or you won t be in any business at all. Internet brands already understand the importance of arresting viewer attention. What we ll be advertising will also keep changing as it has been changing. With the onset of post-materialist values, a trend we can readily see in many mature markets, new market categories will emerge to challenge our creativity. Again, the importance is on selling ideas and experiences instead of products.
Telecommunications is about togetherness.
So is beer. As people feel more detached and isolated, perhaps in part because of technology, we will have an increasing need to care for somebody or something, whether real or manufactured. All our studies show that, everywhere in the developed world, people are becoming more independent, anxious to establish their own individual identities. The Body Shop is a good prototype for brands of the future. It has a point of view.