Artchowk marketings Scenario Analysis Products and services have become so alike that they fail to distinguish themselves

by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers choice. Conversely, the ever quickening pace of globalisation leads to the revival of local identity and pride among those affected. !n many countries, this is e"pressed through a rene#ed historic a#areness, national pride and a search for roots and authenticity. $e are happy to reap the benefits of modernisation, but un#illing to commit ourselves to #orld citi%enship. $e cling to #hat binds us locally, underscoring our differences #ith other societies, shunning cultural homogenisation. &'( )he economic developments that have been the effects of the deregulation of trade and industry in many parts of the #orld have led to an increase in educated and marketing savvy segments of consumers across the #orld. )his process is likely to continue #ith leaps and bounds, and #ill mean that consumers #ill become increasing critical of #hat they are offered. )his entails that consumers #ill seek out more tailor made products and services, #hich affects the #ay in #hich these are produced. &*( )he improvements in (basic) health services and the decline in birth rates in +orth America, ,urope and large parts of Asia Pacific have tremendously increased the number of aging consumers. )his &often #ealthy( generation has differing needs to younger consumers, as #ell as a #ealth of life e"perience.

&-( .inally, there is the emergence of #hat has been dubbed the Now Economy. Aided by an improved inter operability of various kinds of !) systems &,/P, Supply Chain 0anagement, C/0, e commerce, 1PS, etc.( companies #ill be able to individualise consumer offers, develop profound consumer understanding, and optimise the consumer e"perience. 2o# much of this is hype and ho# much is substance is difficult to determine at the moment. 2o#ever, it is clear that such technological developments #ill become increasingly pervasive in our professional and private lives. Brands #ill increasingly need to balance on the tightrope of modernisation and tradition. As more brands are stretched across borders, they #ill need to offer distinct value to consumers in competition #ith local and global brands #ith their o#n specific innovation po#er and market adaptation requirements &e.g. category, culture or needs specific(. Consumers increasing po#er over manufacturers and retailers, #hich is a function of competition, spending po#er and technological developments, mean that they #ill increasingly require more realtime gratification from brands. .rom ordering a customised car from the comfort of their homes to the immediate effectiveness of drugs, consumers e"pectations #ill need to be met #ith more urgency than ever before. )he use of brands for manipulative purposes #ill be penalised and the use for value creation re#arded.