Possible Hypothesis

This thesis presents the hypothesis that branding can benefit from customizable templates, also known as "White Label Designs" (i.e. Facebook, MySpace, etc). Such templates will expand the boundaries of traditional branding, by making the public more emotionally involved with products and brands. Such a hypothesis could introduce a new form of brand, that will not represent specific products and services, but will transform and evolve itself, according to the financial, social and emotional needs of its consumers.

-----------------------------------------------------------------------------------------------------------------

This thesis presents the hypothesis that in the future, brands will not represent specific products and services, but will be constantly evolving, according to the financial, social and emotional needs of consumers. The public's tendency to customize products and services, using White Label Design (i.e. templates like Facebook, MySpace, etc) already shows a need for emotional involvement with brands. Such a hypothesis suggests that in the near future, traditional brands will be replaced by invisible "brands in motion".

-----------------------------------------------------------------------------------------------------------------

With the evolving technologies of the past 15 years, the public shows a tendency to customize. We have the option of customizing our Facebook profiles, our insurance plans, our clothes, our food. The more options a brand offers, the more flexible and desirable it becomes. If a brand can customize its products, it offers the consumers a lot of options. But if it can customize its product line, then the options are unlimited. Brands will become evolving stories. Not only we will be constantly asking "What's next?", but we can be the ones who determine it! Brands will need to evolve and even mutate. They will be story-smithing.