Brand Futures

A tasting menu for tomorrow’s winning brands

Sean Hazell
Feb 11, 2015 · 3 min read

Stand for something. Walk the talk. Bake in the brand. Show then tell. Commit don’t campaign. There’s no shortage of headlines guiding brand marketers towards a brighter world where all products and services make their customers’ lives better. But how do we get there? Below is a sampling of five brand-related activities that will help to bring these headlines to reality.

The common thread is the need for multidisciplinary project teams — from anthropologists, artists and engineers to technologists, journalists and designers of all sorts. The future of branding exists well beyond the brand community. It lies in the creativity and curiosity inherent in continued collaboration.

‘Smart brands are investing in understanding and mapping the relevant world around them — connecting the dots between consumer, category and culture’

01 Ethnography Meets Editorial

02 Cultural Idea Mapping

‘Just as notable products can inspire breakthrough brand ideas, recognizable brands can spark remarkable product concepts.’

03 Brand-Led Prototyping

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Prototyping a playspace where Oreo meets Lego

04 Pop-Up Research

‘These brandscapes are a compelling crystallization of a company’s outlook and long-term commitments’

05 Brand Foresight

This post is adapted from an article originally published in the Spring 2014 issue of MISC Magazine.

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