Are some brands claiming the future


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.

Manville, Brook. 1999. Complex Adaptive Knowledge Management. The biology of business: decoding the natural laws of enterprise. editor John Henry Clippinger, 89-111 San Francisco: Jossey-Bass Publishers, p. 99.

4 thoughts on “Are some brands claiming the future

  1. Fabien

    Well “It’s almost as if some brands have seen the future” in a world always more complex (increasing number of actors, increasing innovation rate even if the very large majority are just incremental) one could hardly think so but …
    But we are in the century of self study more than ever. We want quality to its fullest and for that we study our actions and our history on a broad view but also on a biological low level (as in the recent “How Do We Predict the Future: Brains, Rewards and Addiction” by Terry Sejnowski describing our learning process based on future anticipation). Then knowing this
    drive for quality and the investment corporations can make you can see emerging labs based on Prospective Strategy research like the LIPSOR ( ). Putting a foot in the future is fesable (still risky and not 100% accurate but is it even in the present ?) so brands do invest our world today for tomorrow, a world where innovation is constant, adaptation to change is not an option but is a necessity (which is btw a trait that distinguish human from most other species, our capacity to adapt to other environnements).

    PS : I discover your blog today and I must say it’s quite interesting, bloglines subscribed 🙂

  2. Jo Paoletti

    “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. ”

    Could this also apply to education, at least in some settings and for some people? I follow education more than enterprise, and this passage struck me as describing many of the proposals and visions for future learning. Children and adults with ADHD might find a well-constructed, complex and non-linear learning environment quite copacetic. Then again, they might be the individuals most likely to create such environments.

    Oh and thanks for the book!

  3. Fabien

    Btw in your right menu you should relabel your “very good blogs” link & content because now it shares the same id with “greatest hits”

  4. Nishad

    Grant, doesn’t the ever changing ‘Alliance Arena’ fit into this new adaptive philosophy that you are talking about?

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