For the third year I will be making my predictions for the coming year. In January I’ll revisit last year’s predictions and see how I did. That way, I have to write a blog posting, see?
I have to admit I’ve had less time to think about it than in previous years. However… here goes:
1) Strategy, design and communications businesses will fare better than advertising and PR. (Duh)
2) The new must have / bling thing will be exclusivity — that will be the thing — invitation-only music sites, for example. Fewer, quality things in our lives.
3) Similarly, Luxury brands will have to go ever more bespoke and tailored.
4) Similarly, social media sites will see ever more exclusive and bespoke content. “Discoverability” will emerge as a common term. Pull communication will disrupt old models.
5) HR and Marketing will solidify ownership of the employee engagement and brand engagement space, and will more likely co-opt corporate comms/corporate affairs than the IC community
6) Large multinationals will embrace employer brand and EVP efforts as a way to cut through attraction noise; but smaller (still big) companies will question how this differs from the behviour touch point of their corporate brand. Smart multinationals could well head this way too.
7) At the same time, consolidation of internal communications around brand and HR issues — driven by marketing and HR, see 4, above — will expand dramatically, with actual process changes emerging rather than just communication about issues/processes.
8) Mobile. Bigger and more present than ever; my new laptop has a bloody SIM card in it! Unlimited data! Slow, maybe; cool – very.
9) Astronomers will uncover our first ever evidence of life elsewhere in the Universe.
10) Greenwashing on a major scale will be uncovered across at least 3 Fortune 100 companies, wiping billions (more) in brand value off their balance sheets.