Jasmine Bina on Prediction & Brand

When a brand has a prediction at the center of its strategy, it sends a signal to the market that the company not only intends to own that future, but that any other brand playing outside of that future will be sidelined .

The greatest benefit of a brand strategy based on a prediction is that it naturally spells out the business strategy . The expert patient, the third space, the future of movement – all of these predictions lay out strong parameters for the business itself.

Design professor and philosopher Cameron Tonkinwise echoed this idea in a recent social media post when he noted,

“We think creatively (not predictively) about the future in order to decide what to do now in order to make possible different futures. There is no reason to be ‘future-oriented’ other than to try to change things, from now on . This mea

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Foresight supports designing for tomorrow, not today. Designing with the future and emerging issues in mind can lead to revolutionary product and service offerings today- if you dare! With the rate of change we are collectively experiencing, if you design for today, you run the risk of the products and services being obsolete before they hit the sh... See more

Design is a conversation with the future, but you choose which version you’re trying to design toward, by being intentional about a preferred destination.

Brand sustainability comes down to two things:  relevance and differentiation.  Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand.  The goal is to be high

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