Tomorrow’s Vertex of Value in On-Demand, Premium, Dynamic Pricing

A confluence of factors — technological, economic and demographic — have come together in recent years to lay the foundation for a new brand value model affecting the future of every category and seen most prominently today in Uber. Prospects for strong, sustained growth in the old, established ways are diminishing rapidly. As a result, all brands, whether products, services or retail, will be transformed by the so-called uberization of the global economy, with developed markets like the U.S. seeing this shift right away. In this FutureView, J. Walker Smith traces the trajectory of the “Uber All” economy to come as well as highlight the under-appreciated and unrecognized building blocks of this model that will force brands of every sort to think anew about tomorrow’s vertex of value and the imperatives for success in the 21st century marketplace ahead.