Following in-depth study, Christian Purser reveals why subscription models beat ownership every time
For close to two decades, Interbrand has been calculating the brand value of the top 100 global brands. It will surprise few that, in that time, technology brands have risen inexorably to the top of the tree. six of the top 10 most valuable brands are tech brands, which, when we consider the radical change that technology has brought to our lives — how we spend our time, attention and money — makes sense.
But technology isn’t changing only where we spend money, but how. This in turn is increasingly changing not just business, but business models. The concept of ownership looks increasingly passé to the children of this generation. They want access, not ownership. A relationship, not a transaction. Flexibility, not commitment.
It’s a fair bet that you have Netflix, Amazon Prime and Spotify — or more likely all three. Perhaps you also have Adobe Creative Cloud, or joined the Dollar Shave Club. Maybe you’ll be eating a meal kit from Hello Fresh for dinner this evening. The rise of the subscription economy knows few limits.
Denne historien er fra February 2019-utgaven av Computer Arts - UK.
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Denne historien er fra February 2019-utgaven av Computer Arts - UK.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Creative Space
Without’s creative director roly grant on the studio’s hand-crafted ethos
studio profile
A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world
network
THE CREATIVE COMMUNITY HAS COME TOGETHER LIKE NEVER BEFORE, TO HELP EACH OTHER GET THROUGH THE CORONAVIRUS PANDEMIC
project
ethos for 305 Fitness - Learn how the Montreal identity design studio rebranded one of America’s hottest fitness clubs
rebrand
WHAT’S THE EXPERT OPINION ON PENTAGRAM’S BRAND IDENTITY REFRESH OF THE GLOBAL TOY COMPANY FISHER-PRICE?
opinion
CRAIG BLACK HAS SOME ADVICE FOR SURVIVING THE CORONAVIRUS CRISIS AS AN INDEPENDENT CREATIVE
fresh eyes
DUNCAN BRAZZIL ON HOW THE UK INSPIRED HIS CAREER
artist insight
Cindy Kang on how photography informs her illustration work
ANIMATION NOW
LEADING PRODUCERS AND FILMMAKERS REFLECT ON EMERGING TRENDS AND SHARE THEIR PREDICTIONS FOR THE YEAR AHEAD
Project: Atoll by Studio Myerscough
Morag Myerscough reveals how she and Luke Morgan designed a vibrant biophilic installation in a central London office tower studiomyerscough.com