The Future of the Brand

DIMITAR & MILENASouth-East European Center for Semiotic Studies - New Bulgarian University, Sofia

UNITO, IT, December 2009UNITO, IT, December 2009

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Pre-Visions About the Future

Rifkin, Jeremy, The Age of Access. The New Culture of Hypercapitalism Where All of Life Is a Paid-for Experience, 2001“In the network economy that has been characterized with shorter product life-cycle

and in which the flow of goods and services is broadening continuously, not physical resources but the attention of the people is what becomes insufficient (…) The attention retaining [of the potential clients] will depends on capability of the companies to deliver effective services and to create relationships that last over time.” (p.107)

Vincent, Laurence, Legendary Brands, 2002www.britishbrandsgroup.org.uk

“… in a world where most products are of a high quality and good design, and consumers are awash with disposable income and are increasingly demanding, where will differentiation come in the future? We may expect an increasing trend towards lifestyle products marketed to appeal to consumers’ self-image.” (home/brand/history)

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Stages in Brand Evolution

“Here, in the product-and-brand saturated west, brands are having to move up the value ladder, away from functional values (what the brand can do for me) through expressive values (what brand says about me) to central values (what the brand and I share at a fundamental level).”, Hart, Sussannah & Murphy, John, Brands – The New Wealth Creators, 1998: pp. 211-212.

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The Brand’s Significance

A Brand is a new producer of cultureA Brand is a new

producer of culture

A Brand is a social phenomenon

A Brand is a social phenomenon

A Brand is a communicator

A Brand is a communicator

A Brand is a newexistential guide

A Brand is a newexistential guide

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Brand Language

CelebritiesPlaces

Media

NGOs/Funds/Causes

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New Culture

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