Futurology of brand management

Abstract

‘Networked markets are beginning to self-organise faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter and more demanding of qualities missing from most business organisations’. This is a quote from the website of cluetrain.com which comprises many of the points the author has been speaking on and writing on for the last few years — but it encompasses the New (or Digital) Economy as well. This paper examines what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).