12 JAN 2016
Just five years ago, the password was ‘change’, in a world constantly changing at web speed, with almost three billion people worldwide connected to Internet nowadays and – only to provide another datum – approx. a billion that connect to Facebook every day.
Change is quick, very quick, even if we can’t say the same for Italy: in fact, our Country, despite remarkably improving compared to last year, is only at the 23rd place in Europe in terms of average connection speed, behind also Romania and Slovakia.
A significant datum if considering that the access level to technology – in this era of ‘sharing economy’ –is perhaps even more important than technology itself, with the consequence, in terms of business, that people's expectations are more and more “performance oriented”, especially with regards the link with brands.
In the past the consumer was pre-selecting brands and making the final choice through a fairly linear relation process. Today this approach that goes beyond the relation wit the producer and the store, is strongly influenced by other consumers. In the past, corporate managers were issuing a message that was reaching the “recipient” without interferences; today instead, these do no longer handle communication.
A communication that acts differently with the information bounding uncontrollably, often returning to the sender completely deformed. Moreover, we should consider that in this new context, only 14% of people trust advertising, at the advantage of the renewed "word of mouth": 80% trust what other people say about a brand.
Big Data, Internet of Things, Social Network, Community, e-Learning, Open Innovation, Domotics, Smart Working, Crowdfunding: the technological change is by now underway, however the main asset, with all its variables, remains and will always be the individual.
Despite the world is changing in an increasingly virtual world, it is important therefore to remember that its inhabitants are real, individuals whose human nature has determined an ineluctable principle: media may evolve, however interaction will always be among people.
In brief, we are only 4 years away from the science-fiction 2020- when it is estimated that 5 billion people will be connected to Internet - and by considering this simple principle, the brand, interactive entity par excellence and absolute critical factor for success, will help enterprises to attain business goals, respecting three essential paradigms:
The brand, to be credible,
must boast a human soul.
The brand, to be vital,
must always remain coherent with itself.
The brand, to be engaging,
must declare and pursue an ideal.
Read also Brand 3.0 >