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Last year, I wrote that the future of branding is human–and it still is, but in 2015 that 'human' attribute will become a part of every aspect of the brand
.In other words, we'll expect the same authenticity, transparency, acceptance and eye-to-eye understanding we get from person-to-person contact from the brands we choose. In a world of choice, today's consumers, especially the growing millennial and upcoming 'Z Generation' (born late 1990s-mid 2000s), are choosing the brands that best align with who they are, what they believe, and match their expectations. It isn't just about disruption anymore, it's about real-time relevance....
Real-time relevance will be a huge growth area for brands in 2015 in terms of content, security, and customer experience.