FutureBrand is a global brand transformation company that unites experts in strategy, design, innovation, and experience, who work together across the globe to harness the power of brand for growth.
FutureBrand unites experts in strategy, design, innovation, and experience, who work together across the globe to harness the power of brand for growth. We seamlessly combine our expertise with your knowledge of your business to define and connect every aspect of a brand experience.
Creating the future also underpins our purpose, and depends on strong values that have been at the heart of FutureBrand for many years.
Creative: we embrace ideas and are curious. We use our skills of analysis and insight to uncover opportunities.
Adaptable: we are flexible in our approach and value diversity of opinions, ideas, skills, and perspectives.
Positive: we are optimists. We value truth and ideas that create affinity, benefit, and advocacy.
Entrepreneurial: we are imaginative, take initiative and risks in order to create better results.
Brand experience strategy and design optimize the journey around customer needs and goals across touchpoints and channels creating a connected brand experience.
Connected experiences also create differentiation in a world of choice: helping to convert brand strategy into experiences that offer something unique and memorable to drive demand and loyalty.
Our capabilities include ecosystem mapping, customer journey design and optimization, employee engagement, employer branding, and EVP, implementation planning and change management, interior spaces and environments, launch planning and events, literature and communications, responsive digital design & development, retail strategy, and design and signage and way-finding.
Research, analytics, and insight are central to rigorous brand strategy, creation, and management.
Our capabilities include brand audits, brand equity measurement, customer journey and experience audits, customer segmentation, portfolio strategy and rationalization, driver of choice analysis, ethnography, consumer co-creation, and qualitative research and semiotics.
These powerful tools can help you understand where your organization is now, and how to grow.
Creative strategy fuses insight and transformational thinking to determine the character and tone of a brand, as well as drivers of relevance and differentiation.
Our capabilities are driven by a proprietary brand model called the ‘Brand Plus’ and include brand idea development, purpose, values, personality, and positioning. This feeds into brand architecture, customer experience definition, future visualization and brand world development, messaging strategy, naming, co-branding, partnership strategy and EVP, and employer branding.
Strong brands have personalities just like people.
They speak in a particular way, can be easily recognized, and behave as you would expect. We offer logo and brand visual identity systems, tone of voice, and brand guidelines to define and help you manage your brand for consistency and cut through. Our design and creative services also include packaging design, sensory design, signature system development, and tagline discovery and creation – all created in the service of connected touchpoints in a holistic brand experience.
Well-designed brand management organization creates optimal stakeholder understanding, helping to move you from ‘brand police’ to enable the whole organization to use brands effectively – even in complex multi-market, multi-partner contexts.
Our capabilities include brand asset management (BAM) system consulting, training, and implementation through our best-in-class SaaS ‘BrandHub’ product. As well as dynamic brand guidelines, design production, and implementation and content creation and management. All with a view to delivering the best possible efficiency and return on brand investment.
We bring together customer experience designers and industrial designers to rapidly prototype and deliver products and services that deliver on customer and business needs.
Our capabilities include category and consumer insights, customer journey mapping, prototyping, business case development, industrial design and manufacturing, service design, and delivery.
FutureBrand has built its BMS offering from the ground up, with a fundamental rethinking of what we deliver from a systems perspective, tailored to client requirements and aligned to the changing way brands are being interacted with by consumers.
We work with some of the world's largest organizations to move them past storing assets into the building and managing their brands globally.
The FutureBrand Index is a global brand perception study based on the PwC Global Top 100 Companies by market capitalization. Now in its sixth year and fifth iteration, our ranking re-orders the Top 100 in terms of brand perception strength, rather than just financial strength, offering the only rigorous assessment of how future proof the world’s most prominent companies are.
Results are often surprising. In previous years, the FutureBrand Index has demonstrated that well-perceived companies are those that are best able to consistently align the totality of the experiences they create with their wider corporate purpose. These companies have a measurable competitive advantage because more people want to buy from, pay more, and work for them. Above all, the companies with the strongest current financial strength are not necessarily best placed to grow in the future.
What’s new and what’s important in the FutureBrand Index 2020
At a time when it’s virtually impossible to plan from one week to the next, threats to success (and, let’s face it, survival) are myriad. But our data, collated during the lockdown, reveals the key perceptions when it comes to future prosperity. In line with our understanding of the seismic shifts in the way companies work and how their clients perceive them, it is hardly surprising that the number one threat to future success is changing consumer tastes and expectations.
Furthermore, given our findings on the outperforming brands which have embraced technological advances, the number two threat – tech adoption and integration – falls in line with our data. Then there’s number three, corporate reputation and trust. Once again, our sector conclusions marry up with this central issue.
Resilience is all, especially during a worldwide crisis. Our research partner, QRi, noted five key drivers for resilience: authenticity, premium, thought leadership, mission, innovation.
Why would you want to work for a particular company? Our research shows that the main reasons are:
With a myriad of brands selling an incalculable number of products and services, what are the main reasons for wanting to purchase what they have to offer?
In a time of individuality, personality, and forging of new paths, it appears that we are also in an era that celebrates good leadership with a clear vision as well as a CEO who can foster a harmonious and happy workplace. Our respondents wanted (or at least claim to want) a brand spearheaded by someone who puts people ahead of profits and isn’t afraid to prioritize integrity over shareholder profits.
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