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Brand Activator/ Branding & Communications

Marketing In a World We Can’t Even Imagine

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by Michael Ruby
Vice President, Executive Creative Director
Stein IAS (Americas)

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Today we are celebrating my son’s one-month birthday. When we recently introduced my extended family to the little man, one of my uncles said that meeting my son was mind-blowing for him–and then he equally blew my mind.

A soft-spoken and brilliant retired chief executive in the global manufacturing industry, he said: “With medicine continually improving and life expectancy increasing, odds are very good that Benjamin is going to live to the year 2100. He’s going to see a world that it is entirely impossible for us to imagine.”

My son will see the Twenty-Second Century! I mean … wow. Just wow.

Try and think of all that’s going to be possible by then. What diseases will have been cured? Will we finally have flying cars? It’s thrilling and fun to guess where and when the science fiction will become reality.

I also can’t help but think about my uncle’s words in the context of marketing. Our world changes so rapidly and radically; a decade is like a century in marketing years.

Think back to 2002 and consider all of the transformations we’ve experienced. The ubiquity of the Internet. The rise of social media. The dawn of mobile. Now think about the transformations the next 10 years will bring. The proliferation of digital, social, and mobile channels. Big data. Global connectivity to the people, resources, and information you need, right when you need it. Again, wow. What an exciting time to be a marketer!

The day-to-day challenges of marketing can often make it difficult to see the forest for the trees. But it’s worth taking a minute to stop and think about the incredible evolution we are a part of and the world we are creating, changing the cultures of people, businesses, and brands.

In future posts, I plan to explore some of the major evolutions taking place and their impact on creative and brand activation.

Until then, I ask you: When you imagine the future of marketing, what are you most excited about?

About Michael Ruby

The authors of the Brand Activator blog are from Stein IAS (Americas), New York, BtoB Magazine 2013 Agency of the Year.

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