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We are faced with a new world and the emergence of a new name economy where name identities on a global scale will play the national image and leadership games, and the nations with the most global brands will earn the respect, revenue, and the best overall image.

Two reasons; firstly, the mobile and the agile, frantically-paced universe of customers is no longer boxed and trapped the way it was during the last century. It ate what it was fed. Now it has become a cook in its own rights, which selects its own recipes, and makes its own food. Calls its own shots and creates its own messages to stimulate and provide customized comfort. Secondly, the entire advertising model and the offshoot of all leading branding agencies may have to go on their hands and knees to figure out this sudden tectonic shift in consumer ideology. It is a fire that has already spread out of control. The GooHoo samba, the Google & Yahoo alliance, and the online bunch can now promotion mostly on deaf ears. The last century ad-branding craft which created logo-slogans based comfort will simply have to re-invent itself for a brand new 100% easily have the biggest ad groups into knots.

On one side the pay-per-click and instant customer finding v/s bottomless traditional ownership model to create intellectual property assets for clients on the global scale. Like architects delivering a standing building and not just drawings.

The next big global branding race towards 2020 will be the real test, and the pre-requisite will be the brand new rules on name identities that are global and exclusively owned by the players. The old successful models from the last century, responsible for great achievements will not work in a name-identity driven national economies of the new world. This is a new dawn, for new brand leaders under highly effective brand new mediums to get the best position in the fastest time, maximum impact at minimal cost. The new name economy awaits it thunder.

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