Branding.

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The precise future to come may not be represented by any of these scenarios,
but they provide an opportunity to look for indicators and evaluate the possible
consequences for the reader's company. Metaphorically speaking, the scenario
approach invites to seeing the future as a range. The scenarios span this range.
It is the range itself that is interesting, rather than the individual scenarios.
Where should we move in it? Where do we wish to be situated? This is a strategic
choice in each company - not a question of prediction.
All the scenarios are based on three megatrends, which are described below.
However, the connection to branding as a phenomenon is far from simple for
these megatrends. For instance, the fact that the media situation is changing because
of computer technology may not lead to qualitative changes. The essence
of branding can in principle be constant though the possibilities for communication
change. The megatrends we have used interact with the chosen uncertainty
factors. The scenarios thus tell different stories about how society reacts to the
development that takes place in the present. Society is complex and will remain
so in the future. With the scenarios, we present four simplified images.
MEGATREND: PERVASIVE COMPUTING
The new generation of computer technology; also called 'ubiquitous computer technology'. The progression towards pervasive
computing is a reality. The question is how the technology is implemented in the four scenarios and how it will influence
our behaviour. Pervasive computing is characterised by being built-in, specialised and often not visible. In this report, it is
generally described in two versions:
Wearable Computing: Using computers that are physically smaller than traditional ones, but more specialised in their
function. They are easy to integrate and are often hidden in traditional items like wristwatches or clothing. Wearable
Computers (WC) are personal tools that often use wireless technology and communication through satellites. An example
from 2003 is the wearable Mp3 player.
Embedded Computing: Built-in computer technology in public and private spaces, buildings and larger tools. In this case
the technology usually isn't personal, but can be used by different users. The computer becomes a part of the physical environment
and becomes more or less hidden. A current vision of the home of the future has e.g. voice-controlled locking
mechanisms and digital refrigerators.
Source: Ingrid Haug: "Det usynlige vidunder - en filosofisk og æstetisk undersøgelse af pervasive computing" 2003
MEGATREND: STIGENDE FORANDRINGSHASTIGHED
More technological, commercial and social innovations are made per time unit today that ever before. The pace of change is
increasing, and the goal of a large part of the developments is to improve the human condition. It is a great degree of freedom
to be able to work long distance from Isle of Wight even though you work for a London-based company. To be able to
take food out of the freezer and heat it in a minute in the microwave. To find your way in the emptiest of places with your
car's GPS navigation system. The picture is clear: we want to both get more out of our time and to be increasingly in control
of it. At the same time our field of attention is expanded through technology, IT and global media coverage, so that today we
are informed about of the changes than we used to be. Often this is also a necessity in order to deal properly with social life
and work.
The fly in the ointment is that the developments often give us less time. We continually have to get acquainted with new
things. Qualities like 'experienced' and 'practised' lose their significance. 'Adaptability' and 'flexibility' are the new requirements.
The question is what the pace of change and the complexity will do to us. Will time become an expense or a goal?
How is the general ensured in the face of the specific?
MEGATREND: GLOBALISATION
Globalisation is a concept with many different interpretations. The different perceptions contain one or more of the following
descriptions with different weights: 1) An increasing number of global companies that operate on international markets with
global strategies and global products. 2) Liberalisation of international trade and the emergence of new countries exporting
industrial products, toughening the competition for the developed capitalist countries. 3) The technological revolution in
communication and transportation that has made quick contact with all parts of the world possible. 4) Cultural globalisation
in the shape of travelling, media and immigration, leading to global dissemination of mass culture from USA and to new
multiethnic cultural blends. 5) The erosion of the national states' sovereignty and ability to pursue classical political goals
with classical means in favour of improved international co-operation. How will the majority react to the development in the
future? Is globalisation a boon that we want to promote? Or an evil we want to combat?