8. Conclusion: Future Brand Fans

This chapter concludes that in the presence of an imminent and exponential technological convergence, passive consumption will become dynamic engagement, and brands will face the prospect that there will be no single way of structuring value. With the arrival of the “postmobile consumer”, every ‘thing’ has a sensor connection, and everything is online. One outcome is the emergence of a new category of consumer, the “brand epicurean”, characterised by neither functional requirements nor the need for identity. Brands will face the prospect that there will be no single way of structuring value as it will shift sinuously, matching an individual’s temporal and contextual needs. As consumers become further overburdened with options, marketers will have to invent new ways to become central to consumers’ purchasing habits.