The “P” Word Needs Rebranding
Print just sounds old and limiting, and I am a very strong supporter of print. The facts are the facts, or as a business associate once said, it is what it is. Print is dead, long live prnt-commerce.
Topic two—a futurist. Many industries have a futurist. These are people who look beyond today and tomorrow to a path yet undefined and start to write or at least define some of the rules that are needed to take full advantage of the future as they see it. Our industry currently has a few prnt futurists, and there have been some great ones in the past as well. There also are some very talented and active prnt-commerce futurist, but I don’t think this is enough.
We need a new type of sage, a new type of futurist, not limited just to our industry. I think prnt-commerce needs a futurist that looks far and wide and very much outside the current print industry and the current applications using print.
Our futurist needs to dream on how prnt-commerce will be used in the future by industries and verticals that exist today and those that are still on the drawing board. This visionary needs to be linked to as many industries as possible, not just to marketing, creative and production.
No, our futurist needs to be “touching” technology, mobile, science, banking, food processing, defense and many more. Not as a partner, but as an equal or at the least an observer, a sage, an oracle of how prnt-commerce can support these industries and verticals as they evolve and how prnt-commerce can evolve with them. We can no longer be seen as the distribution end of any process, we need to be an enabler, start the engagement, keeping the flow of communications active and valid.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.