10 years of boom are over. For some companies and industries it means the end, for others the beginning. Business oracle Warren Buffett calls the coming period one of wonder or disaster. Depending on how you prepare yourself.

Admittedly, there has been a lot of talk about the experience economy.
Right now, many sectors of business are totally repositioning themselves
in order to incorporate experience as their main business driver.

There is a fine line between product and service in many brands. Even the most ingenious product needs a service environment improving loyalty and empowerment. Service design is still very new to many, but will definitely change how companies and organisations communicate with their users.

B2B brands can benefit as much from emotional drivers as B2C brands. Maybe not as funny, slapstick-like advertising, but as reflections of human engagement and authentic stories of success. B2B brands have just begun their journey into the power of emotions.

For many years, public institutions were neutral engines of society at best, centres of bureaucracy at worst. Today, public institutions are rebuilding themselves as powerful brands. Not to outsmart private initiatives, but to reach out to citizens in order to empower them.