Have you seen the new Allianz ad? It shows the world changing in real time. As someone walks through it, a clothing store changes on the outside and the inside. (I tried to find it on line. No luck.)
Add this ad to the BMW one I talked about last week, and it looks like there’s something on here. Another data point might be the "change + HP" campaign.
According to the HP website, this campaign is designed to "help customers capitalize on change." HP wants show "change as a positive force." More from the website:
Today, the world’s most successful companies have learned how to transform themselves into Adaptive Enterprises, in which business and IT are synchronized to capitalize on change. HP’s new advertising campaign celebrates this fundamental shift in the way we can all think and work, today and in the future.
So what is this. I think we know that enterprise in the future will have very specific structural properties. Complexity theory says that enterprise will be dynamic, loosebounded, messy, redundant aggregations that exhibit almost constant non-linearity.
This is what the future will look like, part of it anyhow. I wonder if BMW, HP and Allianz are now in the process of setting up the corporation and the brand to take advantage. It’s almost as if we are looking at a semiotic gold rush. Some brands, like some people, are still blissfully ignorant of what’s next. It’s almost as if some brands have seen the future and they are now seeking what Veblen called the advantage of taking the lead.
For more on the HP enterprise, go here.