Your Planet Sustainable?Your Tribe Harmonious?Your Life Vibrant?
Future Proof Ideas since 2005, by Erwin van Lun

Trend observations, analysis and future predictions since 2005

Category: Brand Evolution

The world is changing, and brands adapt. Even the concept of brands themselves is changing. This is extensively described in the book. Until August 2006 this category was the main focus of this web log. Tangible, visual changes of brands are discussed here.

YouTube to television

YouTube now has a special TV version: YouTube for Television shows the movies on your tv using the Nintendo Wii and the PlayStation 3. The viewer can navigate the site shown on the tv with their remote. The navigation has been especially adapted for tv. Bigger text fonts keep the whole legible. YouTube Television is available in 22 countries and 12 languages.


Future vision by Erwin van Lun

And this is how the landscape of home entertainment coaching brands is beginning to get shaped nicely. A few large parties will be left in the world and they’ll make a selection for us from all content every created in the world. YouTube will undoubtedly be one of them. And as I already wrote in my book: “In 2015 there’ll be a few leftovers of broadcasting services”. A destructive approach, but that’s the future.

Related trends

Zuka offers housing trade

Dutch housing site Zuka lets house-sellers in the same price range trade homes too. People who offer their home up for trade can use the description to tell others what they're looking for, for example in which area or what price range a new house is sought. Interested parties can then approach the people behind a home themselves.


Future vision by Erwin van Lun

Home coaching brands will be at our side for all elements of living, so house trades too.

Netflix integrates in TV

Netflix, America's online video provider, is integrating into LG's newest televisions. You'll no longer need a separate box. As a result the TV will get $300 more expensive. Earlier, Netflix made a deal with Microsoft to make its video library available for the Xbox 360, with TiVo's for digital video recorders and for Samsung's blu-ray players.


Future vision by Erwin van Lun

This is how the screen in our living room disconnects from the phenomena ‘programming the television night’. Later on every tv will be connected per definition and our personal entertainment program will start exactly when we drop onto the couch. Entertainment coaching brands, and Netflix could be one, know exactly how to entertain us and create a crazy night. Much more fun than before. Every night. But we’ll have to pay a lot for that.

Related trends

Health Guide gives data with videoconferencing

With the Intel Health Guide a patient is given a user-friendly touch screen which can be used to measure one's health. For example, reminding one to move or to take certain kind of food or medicine. The system is also connected to several other devices, such as a scale, a glucose meter and a thermometer.

You connect through speech and video with the diagnosing and treating doctors. Those doctors can analyze trends, advise (instruction) videos and ask research questions. Here's a demo


Future vision by Erwin van Lun

This is a big step forward in health care: we’re automating what should have been automated long ago. In the next step we’ll analyze trends cleverly automated, advise pro-actively, before we’ve even seen a doctor. With smart artificial intelligence we can automate the most frequently asked questions to Health Guide, the brand with which we enter the dialogue and that will get an increasingly more important role in our lives.

Related trends

The White House blogs

Macon Phillips, the Director of New Media van The Oval Office, has started a blog on the White House's website. (Understandably) reactions aren't possible.


Future vision by Erwin van Lun

All organizations, governmental organizations too, are experiencing a brand coming out, are becoming completely open and transparent. There’s no way back; all future governments will do this too. Eventually we’ll want to know exactly what civil servants are doing, and how long they’re taking and whether it’s really necessary. Pretty logical actually. After all, we pay them.

Related trends

Papaya: free mobile texting, msn, and gaming with friends

Papaya is a mobile application that magics your phone book into a social-communication tool. You import your phonebook into Papaya and you see your friends appear as soon as they register too. Then you can send free text messages through the existing Instant Messaging programs (Live Messenger, ICQ, QQ, etc), chat and play games. Furthermore you can choose your own avatar. Papaya is available in Java for 'normal' mobile phones, the iPhone and Android will soon follow.


Future vision by Erwin van Lun

You take your friends list everywhere. Currently you have to copy it, but later you’ll indicate who you are, which social networks you’re on and your friends will appear automatically and you can call them with a press of a button, text them, IM them, play games, whatever. And when you meet a new friend you add them to your mobile and they’ll be available on another mobile or tv or wristwatch too. This’ll need a little more time, but not much longer.

New York opens interactive center

Google Maps and Google Earth are central in NYCGo, New York's new information center located on Seventh Avenue, between 52nd and 53rd Street. The center offers tourists and locals information. Using giant interactive tables and wall panels, people can view the city in 2 or 3D. When they've found something they like they can send the information to their smartphone (Android, iPhone, Blackberry or Windows Mobile) so that they can get there by walking, using public transport or driving.


Future vision by Erwin van Lun

Brands – cities too because they’re just brands in people’s heads – are forging brand experiences in the physical and virtual worlds into one harmonic whole. The dialogue continues constantly, wherever you are. This is a nice example of this.

Related trends

TripIT gets email of travelling agencies

TripIT is a LinkedIn widget: an application on which you can show where you are in the world and show this on your profile. Of course you can do this manually, but TripIT has a simpler function:

E-mail everything -- flights from ba.com, hotels from Orbitz, car rental confirmations -- to this address and we'll condense it into one itinerary.


That's a lot easier.


Future vision by Erwin van Lun

We simply connect everything, but soon we’ll be releasing database records to organizations like TripIT. We give third parties the right to look at our traveling data. That’s the basis on which travel coaching brands can grow. When they know all about our trips, who best to advise us?

Related trends

Hyves lets you sort your friends

Dutch social network Hyves lets you sort your friends into groups. You can make a maximum of 7 groups, of which 'family' and 'business' are set. You can use these groups to send a message to part of your friends with one click, for example. Or place a 'WhoWhatWhere' which not all your friends are allowed to see. No one can see who's in which group. In future you'll also be able to use friends groups for other parts, such as photos.


Future vision by Erwin van Lun

The amount of friends is becoming less important as a status symbol; the amount of contact moments you have and the depth of them, how social you are, that’ll be a lot more important. Currently you have to sort your friends groups automatically, but later social coaching brands will start to give you advice: “Does Marijke, your colleague from work with whom you exchange only business notes, really see all this personal stuff?” That’s how social coaching brands will understand your private life ever better. This is a start.

Related trends

Facebook allows third parties to ask questions

Facebook will let brands (call it advertisers for now) ask their 150 million members questions through polls. The first brands to do this are career site Careerbuilder and pizza delivery service Papa John's. People can't just see what the results were, but also what their friends voted.


Future vision by Erwin van Lun

Brands will start to use friends-of-friends networks. In time you’ll be able to indicate what you think of certain services and show it to your friends. Then you can indicate with Facebook what your favourite brands are. That’ll be the brands who can ask you questions, and with whom you want to share your details of yor friends, at least indicate who your friends are. And perhaps the brand will know your friend too and you’ll have a conversational topic. Those are the most important components of tribal thinking that’s taking shape. Asking questions, listening, imagining, asking on. Something very different from sending. But something that’ll eventually only strengthen brands.

Related trends

TV Blik gives signal when someone’s been on tv

TVblik, the Dutch portal for internet television has recently launched its personal files. In a personal file you can find the completely television oeuvre of the person in question. Take for instance the writer Susan Smit. Her profile appears and the media (DVDs and books) by her appear next to it. Of course you can order them directly from Dutch online mediaretailer bol.com (and through an affiliation program, TV Blik earns from this).

Then you can set an alarm clock for Susan andyou're given an email when a person has been in an episode together with a link to the episode. You'll never have to miss your favourite idols agian. A nice developmet, but thinking about this I see some privacy issues if anyone can be recognised anywhere. Read the scifi scenario.


Future vision by Erwin van Lun

As soon as people appear in public they’ll be conscious of the fact that others can see them: on the street, in the bar or in the media, we can follow it exactly and automatically. When someone makes a photo of a street you happen to be on this photo (like every photo) will be on the internet per definition and your fans will be given an email immediately: ‘Erwin spotted!’ with the exact location and time. This turns every individual unknowningly into a paparazzi.

The result of this will be that automatic facial recognition on photos will be chained. Someone will always make a photo somewhere. You’re always allowed to share them and that makes everyone on this earth trackable. Wigs and glasses won’t help, posture, movements and vocabulary will also be taken into account for the recognition. From a judicial point of view you could solve this by forbidding publically showing photos. That’s pretty far-reaching. That would mean you wouldn’t be able to shoot tv programs on the street. There could be people in there who don’t want to be seen at all. That means a lot of steps back. Another option is to ask everyone on the photo/video for permission. You can’t do that either. There’ll always be someone who says no. What you could also do is automatically remove everyone who says they don’t want to be recognised. But if a lot of people do that a lot of empty pictures will be created and that’s not the intention either. And a last option is allowing public recognition service only for people who have given permission for this. The question is if this’ll work. There’ll probably be illegal software that trawls the web to spot specific people for yo. That’s not going to work either.

I think it can only lead to an extremely open society. In which anyone can see anything, in which we have no more secrets from one another and in which we’re very tolerant of the behaviour of others. A world culture with shared norms and values. And beside this society we also have the ‘underground’ (which by the by will be above ground): a secret world in which the making of recordings, sensing and electronics will be strictly forbidden. The only world in which you can break the norms. A world of which everyone knows you’re ‘in it’, ‘are in it’, afterall you’ve ‘disappeared’ from the surface of the world. And that’ll be fine. We’re all human after all. But food for scifi authors.

Google has design favicon

Google has a new favicon, based on a contest held earlier.


Future vision by Erwin van Lun

Brands think better and vetter about brand visualisation in the virtual world that’s being created. At the moment 99.9% of the companies has just a miniature version of the logo as favicon. It results in all sorts of small frilly things because that logo will neer fit in such a small space. Google thought about it really well, with its community at that, and that’s how it should be.

Looki indexes 50 vacation sites

Looki, a new Dutch travelling site, lets you look through all vacations of travelling agents you can actually book. The offer of the biggest travelling agencies in the Netherlands have been recorded in Looki. You'll find at least: Oad, TUI, Thomas Cook, Sundio, Jiba, Sudtours, GOGO and Pharosreizen. In total there are over 50 travelling agents recorded on Looki.


Future vision by Erwin van Lun

During the creation of (travel) coaching brands, in 2007, 2008, 2009 and years afterwards, it’ll be about: completeness in the category. Put everything together first. Currently maybe the Dutch offer, but later it’ll be about all the offers around the world, and then worded in the language you speak. This is another step in that direction.

Monacome animates favicon

Monacome has animated its favicon (the little icon that appears next to the address in the browser, next to the name in tabs or in bookmarks when you mark something as a favourite). Rapidly, the colours switch. It can be seen easily by visiting the website. It draws attention immediately.


Future vision by Erwin van Lun

Brands are increasingly choosing moving images instead of static logos. In this example you can see (extremely well) how those movements attracts attention. Brands will discover a subtle middle way which will immediately shape the brand personality.

Related trends

OffBeatGuides: printed, personalised travelling guide

On Offbeatguides.com you can make a personalised, printed travelling guide, specifically for your upcoming vacation. You can, for example:

  • adapt the currency to your own (based on the course at the moment of departure)

  • the travelling date so that it only shows events happening while you're there

  • the destination, which adapts information on the climate to the location and the current weather predictions.

  • the hotel, which shows walking routes from the hotel, etc.

  • you can add and remove chapters

The travelling guide has your name printed on it. Nice to have, but especially nice to give.
You can order a hardcopy for $dollar or a PDF for $10.


Future vision by Erwin van Lun

Everything tailored, so information too. Currently on the most obvious means, but later we’ll have a thin piece of e-paper in our backpack that shows us information of the area we’re walkig in, appreciation for tourist attractions and ratings of friends by restaurants we pass. Written or audial through our ear piece as answer to the question we ask. Even easier.

Related trends

Travelta mobile

Travelsite Travelta now has a location-based hotel seeker for mobile phones with which users can find and reserve hotels in their area using GPS or Cell-ID location. Beside that the site also shows up-to-date information on which type of rooms are available, check-in and check-out times, hotel photos and how many stars the hotel has. The user can then reserve a room through an (inter)national phone number.


Future vision by Erwin van Lun

We’re mapping out the whole world and show it on Internet. Through desk and laptop, but also through our mobile phones. Everything we find on the internet we’ll also find on the mobile phone. Later, in whichever city you walk in, you can always ask Travelta whether there’s a hotel room which you can reserve for the night available.

Related trends

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