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The new role of the ad-agencies is to become the risk-sharing partners in the projects and navigate the project with full share of responsibilities like architects delivering a standing structure and not just a fancy drawing. They will have to create and deliver
brand name assets and not just transient logos. The last century model of commission based on expenditure should be replaced by risk and rewards. Unfortunately, most graphic mentality branding shops reject this notion while some new ones are taking the risk and sticking their neck out on performance-based campaigns. Brand new type of services would emerge, if the emerging future of advertising was re-captured, re-branded and re-named, as currently the term advertising is more of a liability.

Most businesses are expecting that a mass-media driven approach will solve all the image and identity issues. 24/7 broadcasts are in, and prime-time is now no time at all. The centrality of the TV from the living room has now shifted to mobile receptacles nicely snuggled in hip-pockets. The same morning paper that set the daily agenda now stays folded for days. The current mobile society has turned the tables around making TV and print highly ineffective and expensive. The new role of branding agencies is to re-invent new mediums and nurture a deeper understanding of online methods. Long gone are the days where credentials of cut-and-paste logos would create high profile Ad-Men. Today, it's all about IT and a greater deal of technological fusion. As IT now rules the new mediums, India will now rule the global advertising hub through world-wide marketing and innovative online cyber services.

Before applying the word branding as a cure to all problems, a visit to its history and its possible future is a must. Advertising businesses, packaging and branding services, newspapers, TV will never die. While they have served humanity extremely well, they are most certainly well-placed and respected in the archives of corporate history, and now solid pillars of the museum, but the new surges, driven by the most adventurous cybernauts have taken over. Just like the earlier cycle of the 1900 when the newspapers were the driving force; today it's the search engines. Tomorrow, it may be another new front. Visit the last century trends and study the peaks of branding during its five major cycles. Figure out your game plans on new platforms in this century. The more you study the online industry, the more you realize that how little even the online industry itself knows about its pending ramification. A sudden drop on the online advertising is also on the horizon. Never the less, a great future for smart marketing with guaranteed results lies ahead. This will now have the branding companies scratch their heads and start thinking.

Concluded.

Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com