ONLINE BRANDING - Predicts that the future of brand building would happen almost entirely online. That year, the www is invented.
CLICKS AND BRICKS - Predicts that every retailer would have both an offline and online arm, called a clicks mortar strategy.
PERSONAL BRANDING - 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.
CONSUMERS OF THE FUTURE Consumers of the future will become a personal brand – and will craft their public appearances online, buy ads, and even create their own merchandising lines.
TWEENSPEAK - Predicts a new abbreviated language that would change youth vocabulary for good. Two years later, texting becomes huge.
CONTEXTUAL BRANDING - 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.
SENSORY BRANDING - 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.
NEUROSCIENCE - Predicts that all future marketing research will be based on neuroscience.
SUBLIMINAL ADVERSTISING - The first to prove that subliminal advertising is used by the tobacco industry. Phillip Morris withdraws their $120 million sponsorship deal with Formula 1.
BRAND & RELIGION - Predicts that brands would be built on the same principles as religion. Proves a correlation between brands and religion in the world's first fMRI study ever conducted.
SMOKING - 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.
TODAY GENERIC, TOMORROW BRANDED - Predicts brands will own generic sounds like the sound of a laughing baby, the sound of an opening can, the sound of a sizzling steak.
CONSUMER SPEAKS - Predicts that a consumer backlash will happen against brands that are pushing too hard and being unethical.
INSTANT BRANDS - Lindstrom predicts that brands in the future will begin to respond immediately to fluctuating circumstances in order to maintain their relevance. One can expect to have Coke comment on yesterday’s news, or Kellogg’s to reflect last week’s news as content on their packs. Shortly after making this prediction the world witnessed Oreo making the news with its groundbreaking ability to reference the previous day’s sports result with its famous “Black out” reaction – turning a stadium entirely black during a major football game.
SUPERMARKETS WILL BECOME ENTERTAINMENT COMPANIES - Yes you read this correctly. The grocery aisles will within a decade disappear from the major supermarkets we know today – and be replaced with restaurants, bars and cafes. Who’ll run with the boxed Kellogg’s and P&G’s Areal? Walmart, Amazon and the FMCG manufacturer themselves – who soon will introduce direct to consumer services.
MINUTE BY MINUTE - Predicts that within the next 5 years youth will broadcast live daily video feeds 24/7 on YouTube like channels. Plug into your best friends channel and follow them minute-by-minute. https://www.periscope.tv/ went live March 2015.
FIRST RESPONDERS - Predicts that brands will respond immediately to change around them to stay relevant. Shortly after this prediction the world witnessed Oreo’s groundbreaking social media response to the Superbowl blackout.
LIVE PRICE CHANGES - Lindstrom predicts that future supermarkets will feature products with fluctuating prices based on the time of day - and even the popularity of what customers are purchasing…in real time. In 2014 Just $ave opened their first store in North Carolina based on this very principle.
BRAND AMBASSADORS - In the future major companies worldwide will offer consumers discounts provided they’re willing to act as researchers and promoters for their brands. Think Ways.com for brands.
SECOND HAND BRANDS - Used goods will be introduced on par with brand new products on store shelves. They will feature a short story about the product, its owner and its manufacturer.
SECOND STORY - Second hand brands will be introduced on par with brand new products on store shelves. Each second hand brand will feature a short story about the facts of the product and its producer leading to its road to the store.
THE DEATH OF MEGABRANDS - Fewer and fewer global brands will stay relevant – instead millions of micro-brands will begin to dominate the food, fashion, even the music we buy. Chain stores themselves will begin to fade, to be replaced with one-off stores.
BIG DATA WILL BE REPLACED BY SMALL DATA – The days where all research was based on BIG quantitative data will dwindle out – in return a flurry of data, wearable data and ethnographic interviews with only a handful of consumers will take its place, and will dictate how companies will learn everything about their consumers.
EXCHANGE OF BRAND OWNERSHIP - Walt Disney, Marvel and Pixar will start to toy with the concept of allowing its fans to create a personalized version of their beloved cartoons – they’ll even be able to merchandise these to the world – without a royalty exchange.
A MALL WITH NOTHING FOR SALE - In the mall of the future you’ll no longer be able to buy products – instead they’ll act as the world’s biggest sensory show room, allowing you to interact, touch and taste it all – before purchasing it online using your unique mall membership code.
PRODUCE YOUR OWN BRAND AT HOME - 3D printing will eventually allow consumers at home to produce their own LEGO set, Coca-Cola beverage, Mickey Mouse figurine, Chanel #5 Perfume, or Armani Eyeware – with the permission of the brands, of course.