As Brandingmag reached its 10th anniversary this year, we’ve put together an original series that envisions a perfect future for branding. Ten articles explore ten different sides of branding, each one through the eyes of an expert on the subject. Here are all of them in one place.
Enjoy!
“In my perfect view of the future of branding, emotional intelligence is ubiquitous and fully leveraged so that brands can truly make people’s lives better.”
KEVIN PERLMUTTER
“Which degree of perfection triggers that ‘i-need-that-in-my-face-now’ kind of desire? At which point does it become unrealistic, clinical, or just plain boring?”
OLAF VAN GERWEN
“In a perfect future vision, PR would always have a board-level seat at any business – helping inform and shape decisions as they are made.”
GLENN MATCHETT
“The Heinz ketchup, the Oreo cookie, the Lego brick, the Coke bottle with its shape, the Apple Magic one-button mouse… These are representatives of brands with a power that exceeds their logo and advertising.”
IVAN GURKOV
“There will be post-pandemic recovery, but in the shorter term, brands – just like everyone else – will be forced to do more with less, maximizing every possible touchpoint.”
MICHAEL DUFFY
“The phrase ‘brand is business, and business is brand’ is, therefore, more relevant than ever.”
DARREN EVANS
“The brand world used to be all about the perfect. Tone was corporate or expert, things were tidy, big gestures were controlled from the center.”
ALISON TILLING
“Today, every thought, action, activity, and identity is branded to an almost unfathomable degree, making it nearly impossible to have an autonomous sense of self outside of someone else’s narrative.”
NOAH LEKAS
“We have to realize brand architecture is nothing more than a principle that can be adapted to custom-fit specific needs.”
DANIELA MAESTRES
“Growth at the cost of what? Never-ending growth is no longer viable. It’s unsustainable.”
CHLOE SCHNEIDER
