In five years BI will help turn brand strategy into a real-time process, guided by forward-facing intelligence.   Today branding is about cohesion and consistency across the flat world of marketing communications.  Changes in brand positioning are sputtering reactions to market shifts.  The branding process is mainly reactive, based on what the competition is doing, and a minute later, did. 

But the reality is the market of today is not the market of next week.  Something will change.  In the future brand positioning will be laser guided by BI and change proactively.  Brand personality will be a dynamic and interpersonal experience.  Imagine a brand personality driven by intelligence, one that would learn about your interests and be responsive to you.  In this capacity a company can be a solutions provider and deepen the customer relationship over time.   

What does this mean to the imaginative spirit?  It means BI will focus the creative arc.  A new dimension of opportunity is opening up to challenge the brightest stars of marketing. The curtain is rising on a new era.