Predicting the future

Predicts that the future of brand building would happen almost entirely online. That year, the www is invented.

Predicts that every retailer would have both an offline and online arm, called a clicks & mortar strategy.

Predicts that kids of the future would lose their social identity if they didn't have their own personal online page. Three years later, Facebook is created.

Predicts that tweenspeak would appear - a new abbreviated language that would change youth vocabulary for good. Two years later, texting becomes huge.

Introduces the term Contextual Branding and predicts that in the future, advertising will appear via mobile phones in a context – depending on where we are, who we're with, even what temperature it is.

Predicts that brands would adapt several senses in their communication and product design. Two years later, Apple opens its first sensory flagship store and introduces iTouch.

Predicts that all future marketing research will be based on neuroscience.

Predicts that brands would be built on the same principles as religion. Proves a correlation between brands and religion (and Apple and religion) in the world's first fMRI study ever conducted.

The first to discover that health warnings encourage smokers to smoke more. In response, several governments revise their advertising regulations. The U.S. introduces a new format for health warnings in 2012.

The first to prove that subliminal advertising is used by the tobacco industry. Phillip Morris withdraws their $120 million sponsorship deal with Formula 1.

Predicts that brands will own generic sounds – like the sound of a laughing baby, the sound of an opening can, the sound of a sizzling steak. Today generic – tomorrow branded.

Predicts that a consumer backlash will happen against brands that are pushing too hard and being unethical.

Predicts that the next thing won't be online social media – but offline social media. That real families in the future will receive a monthly check to promote brands to friends and family members (often without their knowledge.)

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