I spend a lot of my working life developing strategies for brands that need to move from broadcast, through audience engagement, to immersive connectivity, thinking three years into the future as a minimum, then I leave work and step into a broadcast heavy advertising bombardment and it saddens me.
That’s not to take anything away from the clever ads out there, but just imagine a future where advertising is intelligently informed, rewarding at just the right moment rather than randomly broadcast in a vain attempt to get your attention.
Imagine that subtle product placement is integrated into how you live your life; your fridge is able to provide branded recipes based on it’s contents, your car can recommend a restaurant based on the time of day and your preferred driving routes, that restaurant then has your cocktail waiting on arrival with your preferred gin of choice.
It might sound mildly creepy to some but to me this everyday surprise and delight is an ease of living I am waiting to embrace.
I want brands to enable me to accomplish more, more seamlessly. We’re a few steps away from living in a truly connected world so every exchange between me and any brand should be streamlined at the very least.
All we’re missing is the common language that connects all our smart devices but this will arrive soon and brands that adopt this thinking now, will be the ones that write the first chapter.
Brands need to understand that they should be replacing my behaviours, not reinventing them; my ask is simple really, get to know me, then make my life better.