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 d... See more

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.

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.”

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 .

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 placin... See more

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.”