Brand Shift: The Future of Brands and Marketing

higher-level needs (love, community, self-esteem, self-actualization)

Until CMOs, CEOs, technology, and ROI align, the existential brand crisis will continue. It is important to take a look at the past in order to understand the present and predict the future.

undergoing massive upheaval and transformation. The speed of change is disorienting and fast. Old rules, old media are falling by the wayside. Disruptions are coming out of nowhere, bringing fundamental change. How can brands and those that market them adapt? What does the fut

Rest assured, opportunities will exist everywhere. It will just take a different kind of thinking to take full advantage of them.

The challenge for brand managers will be devising ways to guide people to the messages they want people to hear without appearing manipulative or disingenuous. The world in which brand managers operate will be pull rather than push, attract rather than propel, and engage rather than persuade.

Increasingly, however, this communication will be a two-way exchange, and the demand for transparency will be absolute.

What will continue to change is the relationship between brands and customers.

the Neurosphere expands, and the technology to access it becomes more sophisticated, people all over the world won’t just connect; they will create a level of interaction and meaning of which today’s technology offers only a glimpse.

When we say a “new level of consciousness,” this is what we mean: a world in which, through the Neurosphere, people are capable of connecting, assimilating, and creating in the realm of a universally accessible collective consciousness

Faced with a global crisis, for instance, it would be possible to create an instant think tank comprised of the world’s top experts, who could all communicate with each other through a universal thought translator—literally putting their minds together to solve a problem.