FutureBrand

How can brands represent national identity in a complex world?   In his article titled All Eyes On Us for WARC, Stephen Barber, Chief Experience Officer at FutureBrand, emphasises this challenge: "Change is inevitable, even for brands closely entwined with national identity. Don’t fear it; embrace it as an opportunity for growth and innovation."   National brands act as unofficial ambassadors of their countries and makes the process of brand evolution both complex and critical. These brands carry the weight of national identity, making their transformation a deeply scrutinised and often emotionally charged process. As the world changes, these brands must navigate the delicate balance between honouring tradition and embracing innovation.   Consider brands like the BBC for Britain, American Airlines for the US, or IKEA for Sweden. Though they operate in different industries, they all share a deep connection with their national identity. In the UK, Royal Mail’s failed rebrand to Consignia in 2001 and Tate & Lyle Sugars Golden Syrup’s modernised logo are prime examples of how public sentiment can turn against brand evolution efforts that misstep.   At FutureBrand, we understand that successful transformation requires more than just a fresh look—it demands a deep respect for the brand's heritage, coupled with the vision to lead it into the future.   We ask, how can national brands thoughtfully navigate these complexities to maintain their iconic status while continuing to resonate with both loyal and new audiences alike?   Leave your thoughts below and stay tuned as we dive deeper into this topic over the coming weeks.

Cricket’s New Cool: Three Years of The Hundred 💯🏏   As the third edition of The Hundred wraps up this weekend, it’s the perfect time to reflect on how this groundbreaking competition has revitalised cricket, opening its doors to a new generation of fans and players. Back in 2021, FutureBrand London collaborated with the England & Wales Cricket Board (ECB) to create The Hundred, a bold and disruptive concept designed for the digital age. From its inception, the team sought to set The Hundred apart in the cricket landscape. They crafted a brand identity that combined vibrant, inclusive positivity with contemporary urban grit. The design elements - striking colours, graphic imagery, and expressive typography - were all chosen to capture the attention of a broader, younger audience.    The inaugural season made history when a standalone women’s match kicked off the competition, drawing 1.6 million viewers—a milestone for inclusivity and just the beginning of The Hundred's impact.   This bold initiative was born out of necessity. Cricket in England and Wales was at a crossroads, struggling to engage younger audiences and facing an uncertain future. The challenge was clear: to create a competition that not only entertained but also redefined the sport's image—making it younger, more diverse, and inclusive.    Fast forward to this year, The Hundred’s distinctive brand identity continues to transform traditional perceptions of cricket. Each team sports its own unique branding, complete with fonts, patterns, and colors representing their respective locations. From uniforms to social media presence and live game visuals, every detail contributes to a cohesive brand experience that challenges the norms of traditional sport.   As Nick Sykes, FutureBrand’s Global CEO, aptly put it, “The Hundred exists to throw cricket’s doors open to all." And in doing so, it has redefined the future of cricket—not just in England and Wales, but worldwide. As The Hundred continues to make history, its influence on cricket is undeniable. Have you been watching The Hundred? How has the competition changed your perception of the sport? #TheHundred #FutureBrandLondon #Cricket #BrandIdentity #FutureofCricket

In an era where travel is no longer exclusive, but something nearly everyone can experience, are we losing the essence of what it means to truly explore? 🛩 Alessandro Bernabei, Strategist at FutureBrand Milan, explores this question in his latest article, highlighting how over-tourism and the rise of "non-places" are reshaping our travel experiences. Iconic destinations like Italy and Japan are taking steps to combat tourist intrusiveness and preserve their unique charm, raising the critical question: has tourism destroyed the essence of places? Anthropologist Marc Augé coined the term "non-place," referring to anonymous, transient spaces devoid of social interactions, such as airports, train stations and shopping malls, however Bernabei notes a fascinating shift: “The places we visit are gradually losing their identity and thus their status as places, while non-places have begun to tell their stories, build identities, and offer experiences, becoming the real protagonists of travel.” As travel companies begin to recognise the importance of brand identity and storytelling, the need to build an emotional connection with consumers is clearer than ever. A notable example of this shift is Aeroporti di Roma's recent rebranding. With the slogan "Together, beyond flying," the airport emphasizes empathy and innovation, transforming into a vibrant city within a city. It now offers engaging experiences filled with art, retail spaces, and even robots roaming the gates, creating a more human-centered environment that goes beyond the mere logistics of travel. Non-places open us up to infinite possibilities, allowing us to reconnect with the sense of disconnect we seek when traveling. 💡 So what do you think? Can we still get lost? Join the conversation in the comments below. #FutureBrandMilan #AerportidiRoma #NonPlace #BrandIdentity #Travel

How are sports companies integrating innovative narratives into their branding? Over the last month, we've witnessed how brands are seizing the opportunity to align their vision with the world of sport. In July’s edition of What’s Hot, FutureBrand Paris delves into the dynamic fusion of design and sports, spotlighting brands that are setting new benchmarks with their storytelling techniques. ⚽️ Chelsea Football Club has unveiled a bold new campaign “We Burn Blue”, a powerful testament to the unyielding passion of both fans and players, which encapsulates the club’s fiery spirit. 🦾 Sport brand On introduces Lightspray, an innovative new technology that sprays continuous filaments onto robotic mannequins. This innovation not only boosts production efficiency and precision, but also underscores a commitment to sustainability. 🔍 Nike’s ‘Watch Where We’re Going’ campaign places the spotlight on the Refugee Olympics team, transforming refugee statistics into deeply human stories. This initiative positions sport as a potent tool for integration and inclusion, shining a light on the resilience and determination of these athletes. As we navigate one of the most exhilarating years in sports, it’s clear that sport brands are now beginning to uniquely position themselves to craft narratives that address social, political and environmental challenges head-on. Explore a snapshot of this month’s edition below to uncover the design and innovation reshaping the world of sports.

Has sportswear shifted from pure performance to a blend of style, creativity and self expression? 👟 Recently featured in Mark Up and Men’s Health, Chiara Rampulla, FutureBrand Milan Account Manager, explores how sportswear is breaking traditional boundaries and merging with luxury fashion, driven by Gen Z's influence. In 2018, Lauren Weisberger’s "When Life Gives You Lululemons" catapulted athleisure brands like lululemon into luxury status, redefining them as symbols of prestige that prioritise comfort without sacrificing style. Gen Z is at the forefront of this shift, rewriting the rules and embracing sports apparel not just for its functionality, but as a statement of style and identity. The convergence of casual and elegant styles—seen in collaborations like JACQUEMUS and Nike, lululemon and ROKSANDA, or Off-White and Burton Snowboards—redefines possibilities in sports fashion, expanding their appeal to new audiences. As Chiara notes, "sports brands become cooler, while luxury brands become sportier." While icons like Michael Jordan continue to inspire with their sporting legacies, today's athletes are celebrated for their broader impact and values off the field. This fusion isn’t just about what we wear—it’s a reflection of our values: freedom, inclusivity, and self-expression. With new generations challenging norms and constantly redefining trends, what new possibilities do you see emerging as sports apparel evolves from performance-driven to creatively-led?

Brand Loyalty Isn't What It Used to Be 🛒 Brooke Masters highlights a critical shift in consumer behaviour in her recent Financial Times article, citing insights from our FutureBrand Consumer Index. As shoppers cut back, big-name brands are finding themselves squarely in the line of fire, revealing that brand loyalty is not what it used to be. At FutureBrand, we recognise that brand loyalty goes beyond product quality—it's about emotional connection and perceived value. The pandemic and rising prices have disrupted these connections, leading to a phenomenon we've termed "blandification," as discussed in Brooke’s article. With consumers increasingly turning to private labels and competitors, it's imperative for brands to innovate and find new ways to stay relevant. The message is clear: to regain consumer trust, companies must focus on delivering value, transparency, and genuine connections. The era of relying solely on brand heritage is over. It's time for brands to rethink their strategies, embed themselves within culture and build deeper, more meaningful relationships with their customers. 🔗 Read the full article to understand how the landscape is shifting and what it means for the future of brand loyalty. https://lnkd.in/ecZCgc94 👉 How do you think brands can best adapt to these changing consumer behaviours? Share your thoughts in the comments below!

How do iconic brands stay on top? By demonstrating Cultural Relevance.   Our FutureBrand Consumer Index reveals brands like Oreo, Hidden Valley Ranch, and Doritos have ranked highest because of their ability to stay culturally relevant and continually excite consumers. What sets these brands apart is a combination of innovation, cultural alignment, and a deep connection with their audiences.   🍪 Oreo: Known for inventive flavours and engaging social media, Oreo continues to be the world's top-selling cookie, delighting consumers since 1912.   🥗 Hidden Valley Ranch: Seamlessly blending nostalgia with modern trends, Hidden Valley Ranch captivates with creative collaborations and "drop culture."   🌶️ Doritos: With bold branding and distinctive flavours, Doritos stands out through high-profile partnerships and buzzworthy campaigns.   These brands succeed by pushing the boundaries of experience, solving tangible problems for consumers, and fostering genuine connections. Dive deeper into our analysis and see how these brands stack up against the top 100: https://lnkd.in/e-SBhzE9 #FutureBrand #ConsumerIndex #FutureBrandConsumer2024 #BrandsInCulture

Renewing Sanpellegrino's Italian Sparkle. Sanpellegrino, known for its iconic green bottle, sought a stronger brand identity to match its century of sparkling heritage. FutureBrand Paris was tasked with revitalising its universe and reconnecting the brand with its Italian roots. Through deep semiotic analysis, they crafted a unique vision of Italianity—subtle, generous, sophisticated, and vibrant. Underpinning this transformation is the creative concept, 'Beauty of More,' embodying Italian generosity and sophistication. The team refreshed the brand with a vibrant blue palette, bespoke typography, and imagery capturing joyful Italian moments. A new 'SP' monogram pattern extends the brand into daily life, preserving its iconic logo. “Our goal was to seamlessly blend Sanpellegrino’s rich Italian heritage and expertise with a fresh, contemporary image to create a vibrant and authentic brand experience. A challenge we’re delighted to have met.” Hélène Pirel, General Manager FutureBrand Paris. Congratulations to the entire team. Here’s to many more sparkling moments! Read the full case study here: https://lnkd.in/e76jZttp #FutureBrand #Sanpellegrino #BrandRenewal #ItalianHeritage #ArtOfLiving

Is AI really all hype?   As the hot topic of artificial intelligence and the opportunities it presents continue to dominate marketing press, a report published earlier this month by Goldman Sachs declaring that ‘AI is all hype’ cuts through the noise raising controversy.   In a recent article by The Drum, Meghan Labot, Chief Growth Officer at FutureBrand North America, shares her insights on whether AI developments will truly bring about significant commercial benefits to the marketing industry.   “Agency leaders are absolutely wise to gamble on new technology and invest in how AI can play a central role in agency operations. This is an imperative, for sure, but it is not a differentiator and certainly not a guarantee of commercial benefits.   AI, and all of the technology that preceded it, is a necessary part of progress and will certainly have an impact on how we do business in the future. The greater gamble is the risk that comes with not investing and being left behind.”   What are your thoughts on the future of AI and its role in marketing? Join the conversation in the comments and see what other industry leaders have to say on the matter: https://lnkd.in/eye3e5vp   #FutureBrand #ArtificialIntelligence #AI

“We know who we are, we know what we need to do.” Lynne Field, Head of Strategy at FutureBrand North America, quotes Brad Rakes, Senior Director of Brand Marketing at Dr Pepper, attributing this ethos to their lead over Pepsi in what we have dubbed as the recent ‘Soda Wars’. In a time when soda sales are declining and new brands with cooler names or healthier alternatives are emerging, Dr Pepper's triumph is a testament to the power of strong brand identity and strategic marketing. As recently highlighted in both national news and trade publications such as The Guardian and Marketing Dive, Dr Pepper's success isn't just about the taste; it's about knowing their brand, playing to their strengths and tapping into the emotional landscape of its audience. So, what can other brands learn from this success? - Embrace Your Identity: Clearly understanding and embracing who you are as a brand is crucial, especially in a competitive and changing market. - Strategic Actions: Knowing what you need to do and executing it effectively can set you apart, even as new competitors emerge. - Emotional Connection: Building strong emotional ties with your audience can drive loyalty and success. Dr Pepper’s journey is just one inspiring example of how this approach can lead to major victories, even in challenging times. To find out more about their success and to harness further insights from our recent FutureBrand Consumer Index, head to our website: https://lnkd.in/ec_E49Eb