The briefing explores the forces rewriting the rules of commerce in the 21st century, across three new trend areas:
-'Faction Marketing': where brands harness today's interactive world to blend fact, fiction and fantasy to create powerful stories to engage consumers.
-'Symbiotic branding': a new type of collaboration where a brand uses another brand's space, website, advertising campaign or database to save money or kick-start innovation.
-'New Emerging Affluents': the next billion consumers in emerging markets with small but growing disposable incomes representing massive potential profit margins.
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