Brand New Worlds Begins

After giving this blog some thought, I concluded that it needed some freshening and updating, and especially a refocusing. The new name reflects the new focus. This is the outcome.

Brand New Worlds is obviously a play on Alduous Huxley’s brilliant 1932 work of future prediction, in which he saw civilization in the 26th century dominated by scientific capitalism, but with a population that was essentially mindless and under complete control of the ruling elites. Unlike Orwell’s 1984, which was written 12 year later, Huxley’s book is far more concerned with science than with politics.

I was asked to comment on the “Brave New Worlds of Technology” for the AMA Doctoral Consortium at the University of Notre Dame this weekend. The title got me thinking about my own roots and interests.

The Future of Brands and Humanity was the topic of a former post, and presenting some of my past work (published as a chapter I am happy to share here on this blog) where I read science fiction for insights into the future of brands, and how technology will continue to seamlessly develop them into more humanlike entities until, perhaps, we will barely be able to tell the difference between them and real people.

Brand New Worlds is also an explorations of Strange New Worlds, seeking out what is new and unfamiliar, setting down conceptual anchors to free time, and to familiarize change as we chart an anthropological journey of a changing humanity.

What does modern science miss? What does it ignore in its haste to quantify and monetize?

It misses the meaning of things. The interconnection of things. The non-economic value of things. The experience of being human today in a world of change.

These matter have been left more to journalism than to science. But as a marketing anthropologist and communications scientist, I want to think about these questions. I want to try to answer what people believe in today. What do they believe about their own lives, about the future, about technology? Why do they believe these things? How does this drive what they say and experience? And what does it mean for us as a society, as a culture, as a civilization?

Brand New Worlds—where Marketing and the Future Collide.

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