Hypothesis

This thesis presents the hypothesis that in the near future, brands will not consist of fixed products and services, but will be constantly evolving, according to the financial and social needs of consumers. Predictability is what describes today's brands, both in terms of aesthetics and purpose (i.e. a common visual approach applied to a fixed product line). In contrast, the public's tendency and ability to hyper-customize what it consumes, shows a desire to create unique and personal brands. Such a hypothesis suggests that the future of branding lies in an open dialogue between corporations and consumers, that will lead to the co-creation of constantly evolving products and services, designed by and for the public. Traditional brands might be replaced by invisible "brands in motion".