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: Coaching brands

Coaching brands are a new type of brands which will develop over the next ten years. Coaching brands cover areas such as health, money, travel, home or children. Within their area they know everything that is available (world wide!) and besides, they know everything about us individuals. This way coaching brands will anticipate our wishes, advice us and help us make transactions. We will select 10-20 of these coaching brands: one for each area. These brands become our friends. They are available anywhere we are, world wide. These brands will have themselves represented by ‘coaching brand agents’: visual characters with which we start vocal dialogues. In the long term these characters will look like people. On TV, on the mobile phone or on any other possible display they will appear when we want them to. This all goes slowly, step by step. Those steps are discussed here.

Last.FM extends service with all music videos

Social music platform Last.FM's users can now also watch music videos. Recording companies, among others EMI and Warner, will make about two thousand clips available online. And the amount will grow quickly, according to Their final goal is to have all music videos online that have ever been made (em, Dutch). This way music coaching brands gradually take shape. These brands give us auditive entertainment, and can show us the matching video if we wish. Or the song texts, the karaoke version, or the versions of the various instruments. And that for all music that has ever been made. This is a small step in that direction.

Zopa, banking 1.1 or 2.0?

Financial auction site Zopa brings together money lenders and borrowers. A borrower states the conditions for a loan, and if these compare to offers of lenders, the deal can be made. The risk is spread by dividing the total amount of money into smaller amounts, provided by several lenders. The credit scores of people who are borrowing money are thoroughly checked (dc, Dutch). Here banking 1.1 comes into being. It is he existing principle of a bank, as Zopa has to make money too. Using IT to make a new start, processes can be reinvented, or even be deleted if necessary. This way situation can arise that is comparable to what Easyjet has done in air transport. Zopa can grow into a transaction brand, with a price fighter position in the savings and loan markets. In the end financial coaching brands will advice us on what we should do with whom (what transaction brand), under what conditions. And they will take care of that for us. That will be the added value of the financial coaching brand, and that is where their margins will be. That is banking 2.0. The development of this kind of transaction brands contributes to that.

Dag, the first day

Dag is a new news brand in the Netherlands. The media consider it the fourth free newspaper in the Netherlands, however the organization rightly announced it as a cross-medium news brand. And it has the ambition to grow into a news coaching brand, a brand that stands next to you and follows the changes in society with you. And if you see something yourself, Dag happily listens to you. In the navigation they have a tag 'participate', you can rate every item, and give your reaction on everything. Later we will be able to ask Dag in a spoken dialogue (in the car, in the shower, or at the railway station in Cape Town): "Is there any news?" Then we will get, in text, image or sound (whichever we prefer), the latest news since the last time we asked that question. This is a small step in that direction.

Communicatie Online integrates blogs

Communicatie Online (Communication Online; Dutch), the site of the monthly magazine for communication specialists, has now been integrated with its sister blog Commlog (Dutch). The headers 'news' and 'opinion' (the old blog part) are now fraternally below one another. It's possible to react to all articles. This is how magazine brands are slowly giving the reins to their community (the readers). At first they'll become passive purchasers, now they're active contributors, soon they'll decide which item should be treated in the magazine. Communicatie can then grow into a brand that facilitates a trade association in their career developments. In affiliate programs, it can recommend courses, (all) books and congresses. And even new jobs. Internationally too. And this is how Communicatie can grow into a true career coaching brand.

Last.FM advises music events

Last.FM, a social music site, now gives listeners recommendations for performances, concerts and festivals based on their location and musical tastes. Anyone can add events and the lists are steadily growing. This is how all events in he world, all listeners can respond and invite their friends and Last.FM will earn through the use of affiliate programs (provisions per sold ticket). This is how artists will stop earning money from music on discs or downloads, but from performances and merchandising. This is a step in that direction.

Public transport adviser 9292 includes car transport

Public transport adviser now also includes car transport in your search. After clicking a special link, it will give you a comparison of the various types of transportation. Even the car park closest to for example public transport to Amsterdam's city center will be shown. According to Reisinformatiegroep, the organization behind 9292, this is the first service of its kind in the world. It is definitely a step in the direction of a mobility coaching brand, a brand that selects for us the best way to get from point A to point B, independent of transport suppliers. The next step will be the integration of car transportation advice in the standard public transportation advice, and the building of customer profiles by ov9292: maybe somebody doesn't have a drivers license, he or she hates buses, or can't stand for a long time and so wants to avoid traveling during rush hours. And an even further step would be to give international travel advice. Earlier or later we will get instant spoken advice on when to leave, which way to walk and where to sit. Reservations, payments and tips will all have been taken care of. We won't have to think about traveling any more. This is a small step in that direction.

YouTube now contains Uitzending Gemist

YouTube now also contains fragments of Uitzending Gemist (Missed Episode). It's undoubtedly an experiment because it only contains four fragments. Yet this will spread rapidly. YouTube is developing itself as a home entertainment coaching brand and like with any coaching brand it's all about completeness. Home entertainment coaching brands will soon have contact with the consumer, so also on the television, and transaction brands such as producers will look for maximum distribution. This is a step in that direction.

Lootzy finds your job

Dutch newcomer Lootzy is a vertical search engine for jobs. Lootzy however doesn't search job sites: it searches companies' web pages. A company which has a job opening puts the job description at its own web site (this so happens anyway) and Lootzy puts it in its index (am, Dutch). This way, Lootzy will soon be on its way to completeness. Especially if through standardization of specific web pages (like a vacancy page) Lootzy will be able to gather very specific details of the jobs (full time or part time, exact location, what kind of organization, etc.). Offering the complete supply, Lootzy can then develop into a career coaching brand and have itself represented by a coaching brand agent. You can already see its face. wink

Joost includes English TV productions

Joost, the biggest and fastest growing video distribution platform which is still in beta, has reached agreements with independent film and television producers All33Media International, Alliance Atlantis, September Films and Wall to Wall, and also with the independent distributors IndieFlix and Shorts International (bm, Dutch). As up and coming home entertainment coaching brand Joost's focus is on being complete. That's why the company earlier signed contracts with the biggest producers from the US. In the end, Joost will contain all content that has ever been made, in all languages, no matter how old. Then Joost will help us select the right supply, or even better: "just give me something." This is a small step in that direction.

Scan your body and find your brands

Through Intellifit's newest scanner we can now get automated brand advice. You are in a clothing shop, you step in a scanner (with all your clothes on), you push a button, step out of the scanner and your advice is right there. With 200.000 measuring points the form of your body has been determined, right through all your clothes. Your sizes are printed on a small card (via fc). This is the starting point for fashion coaching brands. Once they also start recording our skin structure, eyes, hair and lifestyle, then we can get real personal fashion advice. Video clip below.

International labor unions??

If companies become more and more international, and their interests in strategy, creation, production, and distribution are globalized, how can a labor union still be a valuable discussion partner? How can a company that increasingly has to compete with India and China, listen to ONE labor union that has only one goal: to keep its members in the Netherlands (or another western country) satisfied. In this situation it is merely impossible for a company to keep a lot of people employed in only one country. It is all about adding value to the lives of people world wide, as an employer as well as a supplier. National labor unions will lose their power as discussion partners, and it looks like there is only one solution: an international labor union. A point of focus for career coaching brands?

Consumentenbond shows all test information

Dutch consumer organization consumentenbond has recently started to show all of its tests online. The organization originated in a time we saw many products on the shelves, of which we didn't have more information than the information provided on the box. In those days, people had less money, and consumers wanted to reduce the chances for a mis buy. A gap in the market the consumer organization jumped into. These days we have much more information, reviews of our friends and other people available to us through our mobile at any time. Besides, we can compare many more products than just the pre selection of the consumer organization. To my opinion, the consumer organization will have to extend their database (include all products), mark the products that have been tested and those that haven't been tested, invite consumers to add information to tests (or further involve them in the testing), and at the same time facilitate purchasing, for example through testing stores and linking to them. In the end, a business model only survives when it adds value to the lives of people. And once you have made your choice, you want to order directly, and get help in that process. If the consumer organization then also splits its activities in different brands, a nice foundation is laid for the development of several coaching brands.

Related trends

BNN makes people smarter

Dutch broadcast organization BNN is going to make people smarter. Presenter Katja Schuurman in the show Get Smarter in A Week will show it is really possible to become a little bit smarter. Famous and infamous Dutch people will get intensive training and spectacular exercises to learn to use their brains anew (ld, Dutch). TV programs are virtual experiences: experiences from a distance. They become more and more personal. Now still for big groups of people, in the future we will follow a personal training with a small group of people, live or not live. A training maybe 10,000 people will follow at the same time, and pay for with big bucks. But we will get smarter through the training, so it is worth it. Now it is still content for big groups of people, on a small budget; in the future content will deliver meaningful experiences for people to carry on with. The selection of the right experiences in this area will be the point of attention for career coaching brands, brands which help us in our personal development. This is a small step in that direction.

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