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There Is No Brand Strategy Without a Prediction
The future isn’t new technology. The future is changed people. Your brand should be placing its bets on who we will become.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Making the right kind of forecast means thinking deeply about where people are headed and what emerging beliefs, behaviors, mentalities, value systems, ideals and cultural ideas can be brought to the surface with the right conditions.
Technology creates new opportunities and branches in the human path, but it is only larger ideas and mindsets that... See more
Technology creates new opportunities and branches in the human path, but it is only larger ideas and mindsets that... See more
Jasmine Bina • There Is No Brand Strategy Without a Prediction
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.
Jasmine Bina • There Is No Brand Strategy Without a Prediction
“They dictate business model, product roadmap, UX, values, org chart and so on, in ways that technologies alone cannot. And when brand strategy begets business strategy, there is a beautiful symmetry that only makes both parts stronger.”
With all of these companies, the future prediction at the center of the brand was moving from the technology to a larger idea. Kia President and CEO Ho Sung Song made it clear that, “It’s no longer about machines, it’s about people.”
Jasmine Bina • There Is No Brand Strategy Without a Prediction
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 .
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Ideas, not technology or invention, are what change the future most, and that is what you should be betting on. Parsley has great tech, but it is the shifting cultural convention that will change their future, and every day they are speeding that change along.
The future isn’t new technology. The future is changed people. Your brand should be... See more
The future isn’t new technology. The future is changed people. Your brand should be... See more
Jasmine Bina • There Is No Brand Strategy Without a Prediction
Oftentimes, future-forward brands tend to make technology the center of their strategies rather than a larger idea, but as Tom Vanderbilt puts it, “When technology changes people, it is often not in the ways one might expect.”
Jasmine Bina • There Is No Brand Strategy Without a Prediction
ideas, not technology, are what impact the future the most .