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“Identity” replaces “experience” as the next big concept in design and media thinking, claims Business Week as part of its 2008 innovation predictions.

“People create their own identities interacting with products and services. The notion of a consumer experience is a more passive way of thinking. It’s so 20th century. Identity gets the buzz in ’08.”

However, the customer remains king (and replaces competition) and “longevity” replaces “sustainability” (which I personally doubt).