There are several sites talking about 'phantasy'. Perhaps, the most valuable synthesis about this trend could be found in TrendWatching and The Cool Hunter.

Phantasy is based in two movements that are happening at the same time:

• People are taking distance from mass-media, mass production, mass-advertising, mass-whatever
• People are emphatically showing their opinions and thoughts in a more transparent and conversational mode

Trend #3: The 'Phantasy' of being demode

The observed result is that when people, companies, institution find themselves in a middle of a discussion, they use to answer in a traditional way that could be consider unreal... a 'phantasy'... I know that I'm only showing one of the effects!

The real issue of this unreal situation is that people, giving their opinions, feel comfortable and enjoy this new power that they have obtained. There are no filters and/or obstacles from old institutions and corporations.

Challenge #3: Inclusive brand experiences

Brands need to evolve and their experiences have to be part of the people live experience. To do this, it's simple (which doesn't mean easy). We are talking about:

• Honesty
• Inclusive
• Taboo adverse
• Conversational
• Fun
• Having a real soul

Brand extensions will not be as we saw before. They will be as people want them to be... as a brand that gives something to improve their day-to-day experience.

Also, and this could be considered as ideological, what is false, must be done well... Seriously now, what I'm trying to say is that the story, the product, the promise should be good...

Examples to make this point clear (to see them, click on the images):

• Comme des Garcons released their 'Series 6 Synthetics' line, which is a range of perfumes based on unconventional materials. This Japanese creation is sold in London's Dover St. Market. Actually, these are anti-perfurmes, however, as they have been honest telling people this story, they are a success
• Ticings: they offer decorative edible sheets of icing that quickly add modern design features to cakes, cookies, brownies and cupcakes. The taste of your cake it's your problem... but, for sure, it will look so well :)