Digital Transformation

“3D technology will change the way brands interact with consumers” advises Collective London CEO


By The Drum Team | Editorial

October 14, 2012 | 3 min read

Ahead of his key note speech at The Drum’s 4 Minute Warning: Think the Unthinkable event, Nick Consantinou, CEO at strategic-led creative agency Collective London has revealed that he believes brands cannot rely on current technology to make a connection with consumers, instead 3D printing will shape the way consumers and manufactures interact.

He commented: “I believe that reaching people is not about technology. It’s about understanding how people live their lives to help us produce experiences that embrace and experiment with new technologies.”

For Consantinou this focus on new technology has predominantly been on 3D printing, something he considers to be the next digital revolution.

He explained: “3D printing is one of these new technologies and I’m certain that it will kick off an industrial revolution and change the way people will connect with brands.”

3D printing is the process whereby a user can upload a 3D file to computer. The software then breaks down the file into thin layers and each layer is printed using a solid material (eg. plastic). This results in a solid object.

This technology has heralded the arrival of mass-personalisation for brands and manufacturers, whereby they will be able to offer, at a low cost, the personalisation of products which can be produced by consumers at home of via a third party. In addition, Consantinou suggests the way brand use social media, brand ambassadors and how they develop brand equity will also be influenced by 3D printing.

Constantinou will be discussing more on what 3D on the development of affordable 3D printing and home manufacturing, and what this will mean for products, brands, marketing and advertising. He has also confirmed he will perform a live demonstration of the world’s cheapest 3D printer.

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