The Role Of Brands In 2030
It’s 2030. I don’t own a car, house or any appliances. Almost everything we once considered a product is now a service. We have access to accommodation, utilities and essential products — and it’s all free. With communication digitised it’s become free, and with the advent of clean energy it too, is free. We don’t pay for public transportation as it was incentivised as being cheaper, quicker and more environmentally considerate than owning a car for ourselves.
The economy has changed now. When products turned into a service it made sense to build them to last. Perfection is not spoken about anymore but rather expected, and implied.
The introduction of universal basic income after the robots took our work has freed us up to enjoy our lives. Brands now invest heavily in understanding precise desires of consumers and make custom services for each individual. It can now profile individuals so well, that there’s no need to advertise in the traditional sense. Everybody accepts that the algorithm knows us better than we know ourselves, and therefore rarely do we bother having any input in what we buy.
Unique products + services are so ubiquitous that there are very few brands because everything is customisable. With everything customised to consumers’ whims and desires, brands, which exist to highlight individual nuances and values, have been made redundant — because a product or service is immediately replicable.
There is no need for small brands to exist as the one main company can replicate anything on the planet at a higher quality, cheaper and faster.
We’ve seen a huge rise in creative fields as we have time to explore our minds in the now vacant days. Individuals, those that design and inspire others to customise their individual products + services after their own, are the driving force behind change these days. The one main company exists merely to react to these needs and don’t bother being proactive in trying to set trends. Why would they… its cheaper, faster and more agile for them to rely on consumers to dictate exactly what they desire rather than having idle stock.
Brands formally existed to differentiate themselves from their competitors — but with almost every single product now a service, and every service completely customised to each individual, brands are an old, out-dated and archaic concept.
If you think this is Orwellian, think again — it’s already begun. Amazon has already got a patent for on-demand clothing production. See below:
“Amazon was awarded a patent on Tuesday for an on-demand manufacturing system designed to quickly produce clothing — and other products — only after a customer order is placed.”
The computerized system would include textile printers, cutters and an assembly line, as well as cameras designed to snap images of garments that would provide feedback on alterations needed in subsequent items. In order to increase efficiency, the goods would be manufactured in batches based on factors such as the customer shipping address, the patent says.”
Watch as this strategy evolves to be the norm.