Automotive Think Tank Final Thoughts: Noah Rucker
September 1, 2016


It’s been quite the journey.

From Changing Lanes to Insuring the Future, the automobile – and the world we live in – seems destined for change. Details as small as the term ‘daily commute’ could shift, evolving from current connotations of negativity to ones of relaxation or even vibrancy. Something to look forward to, not dread.

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This Think Tank has been about exploring these possibilities, and it should be noted that the ideas we’ve generated are not just whimsical thoughts or impossible fairytales. Even while writing these posts, notable happenings such as Ford’s Bold Announcement or Tesla’s Master Plan have sprung forth. The Battle for the Backseat is already under way, and Commoditization of the Car Exterior may soon begin. Quite truly, the future is in motion, and the shifting automotive landscape may be a revolution in the making.

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And, as with every revolution, there is the need for guidance. There will be both early adopters and late adopters, as was explored in our post Call Me Old Fashioned, and it will be a brand’s job to steer users smoothly into this new world. As visionaries in the field, Lexicon Branding hopes to give its clients – current and new – the tools to distinguish themselves in this new space.

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We’ve all heard that phrase to ‘embrace change’, but we often find ourselves coming up with every excuse not to. But truth is, companies will need to come to terms with this motto, and sooner rather than later. Ownership, aesthetics, even sociability: these aspects could all soon change. And while some of these implications were explored in our posts Sharing is Caring and Sharing Interests, the ideas behind them are virtually limitless.

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Before long, our landscape may very well become unrecognizable. Cities could look different, and personal habits could change. For companies, it’s important to pair these changes with brand names that capture the essence of these innovations and ideas – to truly marry the spirit of the future with the ideas of the present.

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At Lexicon Branding, we’ve envisioned how this revolution could play out and how it could give rise to new and distinctive brands. With a cornerstone of our lives on the brink of change, we are at the cusp of this revolution, gazing ahead, spying handholds in the precipice to lead a brand to its peak. And we can't wait to see what this revolution brings.

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Hopefully that drives the point home.

—Noah Rucker, Summer Intern

(thanks to Think Tank member Sarah Schechter for the images!)

Read more from Lexicon's Automotive Think Tank.