Page 4 - The Five Forces of Everything

THE FUTURE STARTS HERE

This world is getting faster and heading towards homogeneity.
At a macro level, tastes and cultural infl uences are converging.

Yet at the same time, tastes are fragmenting as aspiring consumers
become more discerning – keener to assert their individuality.
Brands playing in mainstream spaces are fi nding it harder to grow.

We enjoy unprecedented levels of information, stimulation and
choices on a daily basis. How we squeeze everything into
our waking hours is perplexing, and further technological
innovation will only accelerate the speed at which

consumers engage with brands.
So, in this time, a brand must fi ght for and then
hold the attention of its customer long enough
to make some kind of impression.

Building mental availability.
How do you make the most of

your time in the limelight?

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FIVE FORCES OF EVERYTHING