Future Vision by Erwin Van Lun on this article
Brands will advertise more and more from the context of the consumer. Currently by handling multiple source (instead of just one’s own), soon also by taking on reviews of trusted relations (friends, family, acquaintances). In the end the real advisors are the coaching brands that don’t just look at a store’s assortment, but at everything for sale everywhere in the world, and places it in a personal context. This is a step in that direction.