Despite the life-changing impact of what telecoms make possible, customers are increasingly ambivalent or unhappy with their providers. Even as the year ahead will see unprecedented advancements in network capabilities thanks to infrastructure investment, telecoms are stuck in a tug-of-war with governments to regulate and implement these developments. Regardless, the pace of innovation creates many opportunities for telecom brands to differentiate themselves and evolve into better relationships with consumers. Will 2012 be the year this finally begins to happen? Learn more about what to expect from telecom—and 15 important global industries—in our latest white paper, What’s in store for 2012?

In this edition of Demand And Desire we look at the future of retail, to combine with Interbrand’s Best Retail Brands 2012 report. Humans are social creatures hungry for experience. As much as we love to research and engage online, it’s easy to forget that there’s still a special place in our lives for the retail store. in this podcast you’ll discover:

Why green is good for spearmint.

What you’re thinking of when you write ‘batteries’ on your shopping list.

Why folks will decant one detergent into the bottle of another.

In a volatile market, innovation should come to the fore, both in the virtual landscape of digital and the sensual world of the store. Stores are where we learn what’s new, find inspiration, and see other purchase choices we may not have found online. As ever, it’s all about building the brand experience…

Jez Frampton, CEO of Interbrand is joined herein by Bruce Dybvad, CEO of Interbrand Design Forum and of Interbrand Cincinnati, and also by Interbrand’s Global Executive Director for Consumer Packaged Goods, Fred Richards.

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In the City of London, £60,000 is spent every year to scare off pigeons from around Trafalgar Square, with the use of a Hawk. With the fabled British High Street strip of stores facing tough times, there’s a new flock that points the way to a brighter future.

Obviously it’s not actually our feathered friends that can save the day, but a brand that has taken the bird as its mascot — Funkypigeon.com. Owned by British bookseller WHSmith, Funky Pigeon joined the high-street brigade by moving from the web to brick-and-mortar stores in 2011 as Smith’s saw profits rise across the business. It stands as a fantastic example of how the face of the high-street must and will change to survive. In truth it’s an evolution, dispelling the negativity that grips the media to concentrate on the opportunity before us.

It’s not just a case of strong online brands moving on to the high-street. It is the innovation they can bring with them. Apple is a great example of a brand that truly expresses its values through its retail stores. As consumers we all want something different, something new and something of value. We also want to experience the brands that we build an emotional attachment to, as Apple expertly achieves with the layout of their stores. Consider the assistants that can process payments on the spot, within seconds of a product demonstration, and then provide theatre style educational classes, which are open to all, to inspire creative ways to use their software, apps and devices.Other examples of innovation in-store range from the most simple and accepted self-serve tills to the more tentative exploration like Topshop’s augmented reality mirror in Russia. Tesco’s even tried to bring their shops to the people with a virtual grocery store in South Korea. But what can we learn from all this?

Fundamentally, it’s that businesses need to react to the times and ensure their brand sits at the heart of their organisation to drive innovation that is manifested on the high-street in a new and engaging way. This is the only way to keep consumers emotionally attached. Another good way of looking at this is to question how well some online brands would do if they moved into a high-street near you. The likes of Wiggle, Blurb and ASOS could redefine consumer expectations by delivering a brand experience in real life that has driven their success online. Running tracks and static swimming pools could replace shelves and hanging rails for Wiggle, while Blurb hold creative writing classes and print production sessions to educate their audience and help them build their attachment to the service and the brand.

There are so many creative retail opportunities for brands to explore. The high-street will be back, bigger and better than before. We just need to remain eagle-eyed for what consumers want and how they want to relate with brands, both online and offline.

Graham Cox is Senior New Business Manager, Interbrand London

The media world is in a state of constant innovation and flux; that’s no surprise. This will continue with increasing intensity in 2012, from social media and content creation to new devices and consumption models. Consumers themselves are evolving just as quickly, becoming more comfortable with new ways to create and consume content, and sharing everything from photos to purchase histories through the social web. It’s clear that the consumer wins in this picture, but what about the big—and small—players building the devices and launching the apps? What can they expect? Our latest white paper, What’s in store for 2012?, takes a look at the year ahead in the media industry, plus 15 other sectors.