Really interesting piece here .
In short - most consumers make choices burdened by asymmetries of information. i.e. they aren't able to make truly rational purchase decisions because they are not in possession of all the facts.
But of course that is changing.
Within 5 years, a customers ability to instantly access reliable data on how a product or service performs - will mean the age of pulling a fast one on your customers is over. Only total honesty, total openness will suffice - or to put it another way - the consumers' cynicism about what they're being told in ads will be complete.
All this means of course within a very short space of time the concept of marketing itself will be radically different - it will no longer be an activity associated with convincing people to buy stuff.
The role of public relations will be as important as ever - marketing on the other hand will become a business activity - pushing a brands identity into ever more creative and interesting activities - to augment the perception of the core product/s.
This in itself will drive the next phase of globalisation as mega brands coalesce around whole sectors whose product and activities support each other.
But what is really interesting - what is really going to change the face of our society forever - is brands becoming the true guardians of our ecological, social and political aspirations.
It will be brands, not politicians or NGO's who will become the catalysts to a fairer, more sane, calmer world.
Brands will defend our rights. They will champion ever more serious causes. They will migrate closer and closer to the social, economic and political heart of our culture. Within 10 years we may well have politicians having their salaries and expenses paid for, by brands.
No logo....more like all logo.