Many strategies used in marketing and advertising that were effective in the past, are just not as valid anymore. The consumer’s readiness to accept, process and respond to brand messaging has never been more challenging to marketers. Many traditional business models that worked well in the past, are not the best means for capitalizing on new business opportunity today.
Chris Anderson’s: The Long Tail: Why the Future of Business Is Selling Less of More (Hyperion; US$24.95), is about abundance marketing and becoming a screaming business success in impossible places. Andersen is a business journalist who formerly worked at The Economist and now edits Wired. He argues that we are witnessing the decline of blockbusters. The “emerging digital entertainment economy is going to be radically different from today’s mass market”. The twenty-first century will be about niches.
The faster you can harness the dynamic of existing commerce and the emerging new world order, the faster you can understand the key moments or mindsets or environments when the brand’s message is most relevant to the target consumer – the faster you can get on track with your own business and lifestyle agenda. Speed is the the name of the game.
Find out more about the The Long Tail and check out the Story Images, here.
British interface designer and user anthropologist Jan Chipchase works for the Nokia design team, a group of 250 people worldwide. Jan spent several months last year thinking about how the human race shares things. He’s an exploratory human behavioral field researcher at the Nokia (NOK) Research Center located in Tokyo. Chipchase tries to help multidisciplinary researchers understand how the world will be in the future. He recently spoke to BusinessWeek.com’s Innovation Editor Jessi Hempel. [Get the full interview ¦ BusinessWeek.com]
Trends don’t come from companies; they don’t come from agencies; they come from people, says Timo Veikkola, Senior Future Specialist at Nokia. Timo is an Anthropologist and holds a strategic position inside the global company that connects people. In his role at Nokia Design he looks at society to understand how there are going to be shifts in behavior and culture that can inspire his design teams.
Timo recently spoke at the PSFK Conference in London on a “Vision of our Future”. In this
he illustrates how his team envisions the future through trends, observation and informed intuition.
His presentation doesn’t show a range of new ideas. Everything he presents has been known for a while: team diversity, proximity, intimacy, values, attitudes, social media, third world culture and emerging economies. What we learn however, is how these facts and figures can shape our future. Trends are the manifestation of values and attitudes, of people’s behavior and reaction to what is happening in the world, he states. One can expect to see changes manifesting two or three years after it happened. In order to understand the future it is fundamental to have good observation of the present.
Posted by solutionsync.com 
Posted by solutionsync.com 
Posted by solutionsync.com 
