2012: Looking forward … optimistically.
Many myths have circulated about this coming year – most stemming from the ancient peoples of Mesoamerica (Mayans were a tribe in this civilisation) predicting cataclysmic events on December 21st. As at the start of any year, we are seeing many more predictions – some frivolous and some hopeful – but a lot are gloomy and serious – from economic woe to further environmental damage.
The gloom will effect society in general and hurt billions individually. The start of 21st Century is literally seeing change happen – via the 24/7 connected world on a screen in their pocket, on their lap, on their desk, on the move…on…always on. The changes could be as fundamental as the Industrial Revolution but are happening incredibly fast and being unprecedentedly viewed in real time. The economic woes have trumped the environmental danger in the immediate turn – as the effects are still to hit, while people’s wealth-led expectancy is being threatened daily.
The economic cycle will turn and will get better. For some economies that will happen in 2012 and for others in a year or two. There will be winners & losers in economies that emerge stronger as well as those that slump. In business terms, this is already apparent with the shifts from West to East, from big to small, from company to consumer, from mass to value.
Companies that act to recognise these shifts by experimenting with new business models, with an outside-in view of the company’s offers via innovation, honesty and awareness of the effect on their communities will survive and maybe even thrive. Those who cling on to outdated models – chasing shareholder profit programs, cutting for the sake of promises for quarterly meetings, fixating on competition before customers – will be left behind.
Brand can be a positive asset for all companies – it can be a central pillar of support to staff and customers, representing the emotional truth of a company’s offer – whether a service or product, whether local, National or International. The traits of a 21st Century brand demand a dialogue with customers, ensuring the offer is useful and open. Those companies that use their brand successfully to meet the challenges facing their customers will likely overcome the challenges they themselves face. These companies already understand the value of Conscious Commerce and will extend this further in 2012. These brands are positive and optimistic for the future. And for some massive multinationals and emerging markets, this will not only affect the economic challenges they will also begin to address the environmental and societal challenges positively.
Therefore on December 22nd, 2012 – a potentially massive “morning after the night before” – I’d love to look back and see the following successes… my personal brand led predictions I guess
- Unilever’s Sustainable Living takes off – their goals are commendable
- London 2012 Games are a huge success and the Legacy kicks in – living up to the brand promise…
- BRIC growth continues and we see true global brands emerge from the emerging markets (Tata is a good start)
- The UK’s biggest misfiring brand – the NHS – reasserts a central core value of care rather than one for performance
And of course that there is a morning on December 22nd….