FutureBrand

Fashion, Pricing, and AI: How brands are personalising customer experiences for a changing world. In this month’s edition of What’s Hot, FutureBrand Paris explores how leading brands are adapting to current consumer needs and economic realities with transparency, innovation, and cultural resonance: 💵  DECIEM | THE ABNORMAL BEAUTY COMPANY’s skincare brand, The Ordinary, is breaking boundaries in customer-centric pricing. Acknowledging the impact of the cost-of-living crisis, it now allows customers to choose their own price for products. This move speaks directly to today’s more cautious consumers, with 64% in the U.S. scaling back on non-essential spending. 🛍  Zalando has unveiled a new brand positioning for AW24, focused on a question that will be familiar to everyone: What Do I Wear? Within the new campaign, Zalando wants to showcase how it simplifies fashion decisions and inspires individuals to find style confidence by offering quality assortment, inspiring content, and a superior shopping experience. 🌍  PUMA Group is leveraging AI to deepen cultural connections worldwide. Using Imagen 2 AI, product visuals are tailored for key markets like the U.S. and China, adjusting shades, colours, and aesthetics with pinpoint accuracy. The result? Enhanced consumer engagement with localised appeal, all while optimising costs. These examples highlight a crucial truth: brands must evolve beyond traditional methods to truly resonate with modern consumers. As we look ahead, how can other brands adopt these innovative strategies to thrive in the rapidly changing retail landscape? #FutureofRetail #ConsumerTrends #BrandInnovation #CustomerExperience

Introducing the New C&A Brasil: A Fresh Chapter for an Iconic Brand ✨ More than just a fashion retailer, C&A Brasil empowers women to express their individuality. This new brand identity creates an environment where confidence and self-expression come first, allowing everyone to feel truly represented. Our team at FutureBrand São Paulo is proud to unveil this transformation—a project that not only revitalises the visual identity but also aligns with the needs of today’s female consumers. In a marketplace filled with conformity, C&A brings a bold and vibrant perspective. With dynamic textures and transparent elements woven into the design, the new identity honours the brand's legacy while embodying a modern, fresh approach. Felipe Luz, managing partner at FutureBrand São Paulo, explains, "C&A has a history of connecting with Brazilians. The new positioning establishes the brand as a fashion translator—a space where everyone can engage with fashion. Our updated visual identity reinterprets C&A's iconic elements, making them contemporary and aspirational, ensuring an engaging experience for all." How can other brands evolve their identities to better resonate with today’s consumers? Share your thoughts in the comments! 👇  #FutureBrand #Rebranding #Empowerment

How can typography make a brand unforgettable in 2025? 🖋 As we look toward a new year, the world of typography is shifting, with a bold mix of trends on the rise. From the refined elegance of serif revivals and the versatility of variable fonts to the playful nods of neo-retro aesthetics, each trend is reshaping how brands tell their stories visually. In a recent conversation with Creative Boom, Charlie Beeson, Design Director at FutureBrand London, shared his thoughts on the evolving future of brand typography: “Custom typefaces continue to grow in popularity as brands seek to build greater distinction and ownership of their visual identity. This has sparked a trend towards creating typography with more personality, allowing it to become intertwined with a brand’s story.” Typography is more than a design choice – it’s a powerful storytelling tool. As brands strive to balance individuality with function, Charlie also hopes to see a revival of traditional typesetting and letterpress, bringing analogue charm back into the spotlight. What trends do you think will have the biggest impact? Share your thoughts below! 👇 #FutureBrand #Typography #Branding #DesignTrends

As Black History Month UK comes to a close, we proudly reflect on the events and activities we've hosted. Through networking, spoken word, and meaningful conversations, we've honoured and amplified Black voices and stories under the theme of "Reclaiming Narratives."   Highlights from the month include: - The launch of the People of Colour Employee and Allies Community, dedicated to elevating diverse voices across McCann Worldgroup. - A networking event for Black professionals at BloomsYard Café, fostering an empowering space for connection and support. - A collaboration with IPG Mediabrands agencies for an unforgettable evening of poetry and spoken word, featuring remarkable artists from Poetic Unity, whose performances perfectly aligned with our theme. - A special Atomic Soup session, facilitated by Global Marketing Director Jordine Bartlett, where colleagues shared thought-provoking truths and personal stories that sparked creativity and actionable steps for real change. A key takeaway from this month is the importance of continually celebrating Black creators and culture to shift the narrative—not just during #BlackHistoryMonth but all year round.   How can our industry further support and empower Black voices beyond Black History Month? Share your thoughts in the comments, and let's continue this vital conversation. 👇   #BlackHistoryMatters #ReclaimingNarratives #Inclusion #FutureBrand #Diversity #AmplifyBlackVoices

💭 When does a brand refresh truly succeed, and when does it risk becoming "blanding"? As brands evolve to stay relevant in a fast-paced, global market, there's a growing focus on simplifying visual identities. The challenge lies in finding the right balance—refreshing without sacrificing the distinctiveness that sets a brand apart. In a recent discussion with Marketing Brew, Mattias Mackler, Creative Director at FutureBrand North America, explored this trend while reflecting on updates from brands like PayPal, BMW Group, and Saint Laurent. “For brands, not all personality needs to come from the logo… what matters more is the overall brand toolkit and how it interacts visually and verbally with customers.” At FutureBrand, we believe that a brand’s identity is shaped by more than just its logo. It’s about the entire ecosystem—the design, voice, and experience that connect with people on a deeper level. Whether it’s through a minimalist approach or a more expressive style, the key is staying true to what makes a brand unique. How do you see this trend evolving? Is simplification the way forward, or does it risk creating "bland" brands? Let us know in the comments! 👇 #FutureBrand #BrandStrategy #BrandRefresh #Branding

🔍 What makes a future brand—the billion-dollar question. What do Samsung Electronics relentless innovation, Apple's unmatched customer loyalty, and The Walt Disney Company's magical storytelling have in common? They’re not just global icons—they’re rewriting the playbook for success. These top 3 brands in the FutureBrand Index 2024 are thriving by mastering authenticity, adaptability, and bold innovation. This year’s report highlights a decade of transformation, revealing the brands that thrive by striking the perfect balance between purpose and experience. Brands that rank highly in Purpose and Authenticity, like Nike, are better equipped to recover from setbacks. Despite recent commercial challenges, Nike’s deep brand loyalty remains strong—proof that staying true to your brand identity builds resilience. But it’s not just about loyalty. Samsung dominates with cutting-edge innovation and a clear vision for the future, while Apple consistently ranks high for creating seamless, human-centric experiences that keep customers coming back. Are you curious where your brand stands in comparison to these leaders? See how you shape up against these future brands—score your brand now: https://lnkd.in/eZSGH9dU Here’s a sneak peek at the brands shaping the future: Samsung Electronics, Apple, The Walt Disney Company, Nike, Nestlé, Danaher Corporation, Alibaba Group, Reliance Industries Limited, Tesla, Hermès. #FutureBrandIndex #FutureBrandIndex2024 #TopBrands #PurposeAndExperience

Transforming Spaces into Stories We’re excited to share that UXUS, part of the FutureBrand family, has partnered with Greene King to create The Everly Hotels Collection. This boutique hotel brand breathes new life into iconic properties across the UK. Starting with The White Horses in Rottingdean, this project is a masterclass in combining local heritage with modern luxury. Guests can expect a unique stay where history meets contemporary design, and every detail tells a story. From the calming coastal tones to the curated local experiences, The White Horses is all about creating lasting connections with its surroundings. At FutureBrand, we believe in elevating brands through storytelling and design. The team at UXUS has crafted an experience that feels both familiar and new, giving today’s travelers an authentic taste of local culture with a modern twist. #FutureBrand #UXUS #HospitalityDesign #BrandStrategy #BoutiqueHotels 

🧠 How are you prioritising your well-being today? At FutureBrand we are dedicated to cultivating a culture where mental health is not only acknowledged but actively supported and so as we recognise #WorldMentalHealthDay, it’s essential to reflect on the significance of mental well-being in both our personal and professional lives. Mental health is a collective concern that impacts us all. That's why we're hosting a series of sessions equipped with practical tools and insights to empower our employees to prioritise their well-being, share experiences, and foster an inclusive environment where everyone feels valued. We encourage everyone at FutureBrand and more widely to take a moment today to think about how you can support your own mental health or that of someone else. Together, we want to help create a meaningful impact in raising awareness around mental health and supporting each other on this journey. #MentalHealthMatters #FutureBrand #WellbeingAtWork

What does it take to thrive in today’s ever-changing market? 💥 The FutureBrand Index 2024 is here to reveal the answer—armed with ten years of unmatched data and insights into the world’s top brands.   Our latest report shares strategies for the future and offers exclusive insights into how top companies are mastering the balance between purpose and experience to drive growth.   What does it take to sustain brand strength in an ever-evolving world? FutureBrand's Chief Strategy Officer, Jon Tipple, emphasises the power of "consistent consistency." He explains, “The growth we’re seeing is not a fluke, but the result of consistently smart brand stewardship. It's a deliberate approach that places brand perception at the core of leadership priorities, transforming it into a strategic lever for long-term business success."   Ready to explore the findings and see what sets top brands apart? Download the full report now and uncover the key factors shaping the future of brand leadership. https://lnkd.in/eVsvsEUm #FutureBrandIndex #FutureBrandIndex2024 #BrandEvolution #PurposeAndExperience

Exclusive new data, revealed today by Fast Company and the FutureBrand Index 2024, shows that loyalty is more than just a feel-good concept—it’s a lifeline. In a world where brands face increasing challenges, including financial distress, customer loyalty can be the deciding factor between survival and failure.   “When we talk about loyalty in the context of brand, we tend to focus on how it drives growth. But its true value is revealed when times get tough,” says Jon Tipple, FutureBrand’s Global Chief Strategy Officer, in a conversation with Christopher Zara, Senior Editor for Fast Company.   According to the report, 67% of respondents said they would continue to support brands they admire during their toughest moments, including financial hardships like insolvency or bankruptcy.   The 2024 FutureBrand Index and a full roundup of findings is available on October 8th.   Read more insights via Fast Company to discover how loyalty shapes brand survival in today’s evolving landscape: https://lnkd.in/eqbXHzWY #FutureBrandIndex #FutureBrandIndex2024 #ComingSoon #FastCompany