Will there be superbrands also in the future?
Will we see the Facebook’s, the Amazon’s, the Apple’s, or the Google’s in a future where the total brand experience will be more personal and digital than ever before? It’s a reasonable question. The scope of the horizontal conversations and the speed of group formation is unprecedented in human history. Everything becomes individualized, personalized, diversified, distributed, and disrupted.
At the same time we look upon the giants. Honestly, do we really see Apple or Google participating in the online conversation? Well, we don’t. One might argue that conversational marketing is nothing but cosmetics, and when push comes to shove, it’s all about the products and the services provided. Others might argue that these supernova brands don’t have to state their case – their ambassadors is doing it for them.
I would argue, that it comes natural for us humans to state our independence and uniqueness as individuals, but when it comes to our everyday lives, our day-to-day existence, then we’re just creatures of habit.
Google are an amazing company and an amazing superbrand, but what would they be without the millions of people using their search engine? Every single innovation and long-tail line extension of the Google brand is part of an on-going forward motion, but mainly so because it reinforces our habitual usage.
Tell me, how often do you google something?
You and I and everyone – we are creatures of habit, mainly so since not everything can be a rational decision. And that’s also why we’ll have superbrands in the future. They might not be participating in the conversation in the sense of the Cluetrain Manifesto. Instead they provide arenas, digital habitats, for conversations to take place between online citizens.
Or put in another way: Our mental bandwidth has a limit, so there will still be a small number of brands we all can relate to. Future superbrands will gain and maintain such privileged positions by transforming themselves to virtual town squares.