Over the course of the past months, I started developing some thoughts on how various expressions of our Digital Era truly alter and influence our lives and how they impact brands. These include the Internet, the Web, Mobile, Social, 3D printing, and many more. Yes, there is a plethora of articles on all kinds of tactics and strategies, channels and trends, and so much more, for better or worse.
But they didn’t give a paradigm view I was wondering for. I’m interested in the longer term influence, and more specific in the overlap of digital, people, brands, businesses, society.
Since I grew up, I have experienced many things changing. The birth of the connecting web, the social disruption of mobile, the adoption of digital technologies within our real worlds. When I chose for an education in communication, it was to understand how senders of messages could move receiving crowds. However in the past decades, this equation has changed substantially. And it has a huge impact on what we do with brands, how we experience brands and why we engage with them, if at all.
These are the things that interest and move me, and they brought me recently on a quest to understand the impact of the Digital Era on our (connected) lives, and what it brings for people & society, brands & business. That ‘what‘ eventually got framed through the lens of Expectations, a word that well fits the paradigm view I’m looking for.
“Digital Expectations” is the Leitmotiv for the ideas and thoughts I’m eager to share.
So off we go, and I hope to have you on board as well.