I was recently invited to give lectures on Industry 5.0 and Tourism 5.0. I must confess that I had to study hard to catch up with this new world 5.0. As a result, I have been reflecting on how Branding should respond to this new social dimension and this is how this post was born: Branding 5.0,
The truth, he said, is that if there is Industry 5.0, Tourism 5.0 and Branding 5.0, there should be Society 5.0; and there is.
Society 5.0 can be defined as a human-centered society that balances economic advancement with solving social problems through a system that largely integrates digital space and physical space. This inevitably led me to “HumanOffOn” which in other words, or almost the same, referred to this new human dimension. An example https://www.deividart.com/blog/humanoffon-de-andy-stalman/
Its objective is to create a society where collective challenges are solved by incorporating the innovations of the fourth industrial revolution.
Some of these innovations are Artificial Intelligence, Neuro Linguistic Programs, Internet of Things, blockchain, sensors, robotics, augmented reality (AR), virtual reality (VR) or the collaborative economy.
Society 5.0 also involves the enormous opportunities and challenges of the 21st century. We have learned that issues such as climate change, migration, pandemics or the consumption of resources must be solved jointly and globally. Like the achievement of the Sustainable Development Goals (SDGs), they require international efforts.
The Covid-19 pandemic continues to teach us lessons that can have a significant impact as we face global challenges and crisis situations of today and tomorrow. Above all, continue promoting new forms of global cooperation.
The convergence of digital and physical space, as well as technological advancements and digital transformation, should help us address, and eventually begin to solve, these global problems.
The term Society 5.0 originated in Japan from the government’s Council for Science, Technology and Innovation and addresses any aspect of society such as health, mobility, infrastructure, politics, government, economy and industry https://www.japan.go.jp/abenomics/_userdata/abenomics/pdf/society_5.0.pdf,
Japan already has a roadmap for creating a sustainable society backed by smart technologies. We do not have to lose sight of this.
Technology can and should be harnessed for the good of humanity.
Branding 5.0 is developed in an environment in which people, things and systems are all connected, strategically using the application of technologies that imitate / extend / enhance humans to create, develop, communicate, build and improve value throughout the customer / consumer / user journey.
Although many of the newly born technologies aim to emulate the capabilities of human professionals, none of them replace them.
For example, the results provided by different AIs can exceed the capabilities of humans, but at the same time feed back on them.
The novelty of Branding 5.0 is the combination of these technologies with the human.
Without a doubt, digitization brings the promise of exponential growth and a better life for humanity. And here is the key to Branding 5.0: despite the fact that we live in a society deeply dependent on technology, it is important to point out that humanity must continue to be the central focus of everything that is done.
The debate that opens, therefore, revolves around the selection of where and how machines and people can fit together to offer the greatest value along the customer / user journey.
In addition, it should be noted that technology brings the contextual digital experience to the physical world. Internet user tracking enables brand specialists to deliver highly contextual experiences such as personalized landing pages, relevant ads, and personalized content.
While connected devices and sensors, the Internet of Things, allow companies to bring contextual touch points to the physical space, leveling the playing field and facilitating a seamless omnichannel experience, allowing to identify who is coming to stores and provide a deal. personalized.
Change the focus of the debate
Rather than being drawn into the machines versus humans debate, the opportunity is to be able to focus on building an optimized symbiosis between ourselves and digital technologies.
AI, along with NLP, can improve the productivity of customer-facing operations by taking on lower-value tasks and training front-line personnel to adapt their approach.
Chatbots can handle simple, high-volume conversations with instant response.
AR and VR help companies deliver attractive products with minimal human involvement.
And there are the people left, the ones on the front lines who can focus on delivering highly coveted social interactions..
A circle in which three interrelated areas coexist in this understanding, the predictive, the contextual and the augmented.
Data-driven strategies are consolidated as fundamental. Collect and analyze big data from various internal and external sources, as well as build an ecosystem of data to drive and optimize decisions and generate insights and value from them.
Every decision must be made with sufficient data at hand. Only when there are none will you have to trust your instinct.
And of course a lot of agility and learn to use decentralized cross-functional teams to quickly conceptualize, design, develop and validate products and marketing campaigns.
Organizational agility to deal with a constantly changing market becomes a critical discipline that companies must master.
Branding, increasingly inclusive and sustainable, aligned with the Sustainable Development Goals (SDGs), solves the problem through a better redistribution of wealth, which in turn will return society to its original form.
Companies must incorporate the concept into their business model, reinvesting in society with a purpose.
And companies must use technology, as it will play an important role in accelerating progress and opening opportunities for everyone.
Branding 5.0 also requires a commitment to association to build a real strategy of trust in the implementation of different policies and strategies.
The focus on innovation and knowledge as engines for creating added value with international diffusion is a unique challenge that may be the answer to a new form of interaction between those who have the responsibility to think and those who have the responsibility to produce goods and services.
We need people to have a new challenge.
Society must be able to be the true platform for a more entrepreneurial attitude, focused on new areas of knowledge and new sectors of value. In a modern and active society, the key word is “co-creation”.
Promoting a dynamic and active creation process that involves each citizen is a great challenge for the future. The future is the right place to say where we are, where we want to be, what we want to be, and what is the right solution to the global problems we face.
Branding 5.0 must be a trust of excellence. Excellence must be the new competitive advantage of a new society of ideas driven by the “facilitators” of modernity, added value and excellence. These should be a very clear idea that fits the main challenge that our society is really facing and that requires new answers to different questions. The act of global participation in such a demanding society is an exercise in compromise between individual creativity and collective cooperation.
This is the challenge of Branding 5.0.
A final thought. The work of the “brandero” is not scalable, due to more technologies available to it. The Branding expert is a species at risk of extinction, because each project is as singular and unique as the others. The work is closer to that of a goldsmith, a craftsman, than that of a machine. And that is why it is such a special job. This does not mean ignoring new technologies, but rather using them so that the goldsmith continues to improve day by day in his trade, for the benefit of his clients and the clients of his clients. This is how we feel and live in the TOTEM team https://totembranding.com