Future-Proof Brands: Create tomorrows power-brands, today.

6 days ago Today, every corporation is at risk of being displaced by tomorrow's nimble startups. To build a reputation in which people associate a brand with a superior This paradigm demands new ways of distributing power and.
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BBC Three - Secrets of the Superbrands (Fashion)

Products can also be hitched to charities and good causes. Evol is committed to redefining both the frozen food it manufactures and, in the broader context of healthy eating for children, school food and food education. Skinnybrands Ltd claims bragging rights as the first UK company to specialise in low-calorie alternatives to traditional wine, lager and cocktail products. All use soft power - a relatively low investment - for high, brand differentiating returns. With soft power, brands also speak to a youthful audience, winning early adopters and cementing product loyalty in the longer term.

Build Tomorrow Today

Its lower cost and high return is exciting. How can a manner of address impact consumer perception? Think of the cool, easygoing tone-of-voice projected by Aldi , for instance. With legislation driven by the undeniably worthy quest for better public health, brands need creativity and expertise with digital media to boost visibility, attract markets and build customer loyalty. If the lumpen homogeneity of cigarette packaging threatens mission creep tomorrow — clobbering profitability and visiting upon every shop and pub all the gaiety of a North Korean waiting room — the right messaging and tone is crucial today.

A brief history of brand psychology. A soft power look at behavioural economics in branding. How tech thinking can inspire brand innovation. The soft power of technology: Why machines can't work without the human touch. A Soft Power Star. The big wins and brand own goals at the World Cup.

Category: Brands of Tomorrow

If a factory burns down and the compensation was based on the sale of those products, then the agency won't get paid, says Ryan. Even though it's still a risk, he says, if an agency agrees to a reduced flat fee with a bonus structure, at least it gets paid something regardless of the results. Ryan also believes that more marketers will use "variable-pricing relationships" in the next few years, where one agency is retained for capabilities like consumer insights and strategy, but then projects are put into review.

The retained agency, Ryan says, would also be put in the running for the projects, giving it a chance to make more money and showcase other skill sets. Some of the "obvious" areas that agencies should concentrate on to make sure they're ready for the future include AI and voice, says Hill. Bitcoin technology and cannabis are two industries that are worth looking into, Hill says. The good news for agencies that jump on the bandwagon is they will gather insights along the way and probably fail a few times too, but it's worth it to "test and spend some money to learn," she says.

Diversity and inclusion, however, won't be an option for agencies of the future, says Hill—it will be "table stakes. The bottom line is that there is not one "right" model because marketers' challenges and the technology landscape will keep changing. But if Essex had to bet, he says he'd put his money on creative excellence being the keystone for agencies of the future. He may have been the first, but it certainly feels like there will be some perilous pirouetting in the months and years to come.

For an industry that prides itself on creativity and innovation, advertising isn't always great at predicting the future.


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We looked into our crystal ball, though, and can tell you this at least: There is no single future model. Just look at today's boldest experiments. The following eight agencies are all at advertising's cutting edge, but none of them look the same. The agency invests in brands like Peloton, Warby Parker and MatchaBar, but also launches new products and does creative work for clients in which it does not have a financial stake, such as Anheuser-Busch and Pepsi.

Agency of the future: Survival of the fittest

Bullish also has consulting relationships with marketers that sometimes take the form of surveys or business dynamics studies rather than ad creation. The agency, which is only three years old, often benefits from its small size because it can be nimble and efficient. However, Duda says, "the world still needs big agencies to do work in global markets, so our model may not work for everyone. More than 80 percent of Bullish's business is performance-based and the rest is based on fees, projects and returns on equity. Duda says the agency is willing to take the risk.

Which means it behaves very differently than a holding-company model: It doesn't have to figure out how to coexist with sibling shops. IBM iX positions itself as an adjunct to ad agencies, offerings clients consulting expertise along with capabilities in data, technology, content creation, design and more. That's the value we deliver.

IBM iX uses several different models, such as being paid for retained staff and teams, large-scale projects and multiyear transformation initiatives. The shop does employ time sheets, using the logic that they enable IBM iX to understand how staffers are using their time and to forecast talent needs for clients. Publicis Groupe is well known for its integrated Power of One approach, designed to deliver end-to-end solutions for clients by bringing together agencies and services from within Publicis Communications, Publicis.

Sapient and Publicis Media. Carla Serrano, Publicis Groupe chief strategy officer and Publicis New York CEO, says the model is unique because it's not so much about advertising as it is about digital and marketing transformation for brands. The group launched its data division, Publicis Spine, last year, to target consumers on an individual level and in May will reveal Marcel, the holding company's AI-powered professional assistant platform, which will operate across its country network of staffers. While most of Publicis' compensation comes from the more traditional retainer and fee-based relationships, Serrano says the holding company is agile and flexible when it comes to payment methods.

If one of its agencies is not on a client's main roster and is tapped for an "innovation sprint" or some quick project, then she says it's much easier to do some sort of equity-based or incentivized model. Laundry Service , once a social media shop, is now a full-service agency that offers creative services, talent management, media buying, content distribution and more. It's simplifying the process for brands with Cycle, which evolved in from an internal influencer management division to a full-scale media company and content studio.

Stein says Cycle goes up against the likes of Vice and BuzzFeed in pitches, while Laundry Service competes with the more traditional ad agencies. SoulCycle does this brilliantly again and again. Last month, I participated in a challenge that dared customers to ride with five different instructors in a day period.


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    • The benefit was really the promise of future variety getting out of a routine that creates satiation. The truth is any business or brand can do the same. With a little creativity brand and product teams can engage customers and elevate their sense of satisfaction by mixing things up.

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    One easy way to execute this strategy is to think of ways that customers can introduce others to the experience. I recently wrote about the hidden power of sharing and how new research has demonstrated that consumers perceive brand experiences to be better when they are shared with someone else.

    The implications of this research are revealing for brands of every type. But if you only focus your attention on consistency and satisfaction you are potentially making your brand vulnerable to competitive encroachment or substitute experiences. Brands that succeed in the long term know that they have to romance their customers if they want the relationship to last. Of course, you have to deliver on that promised future experience. While that act of surprise can be exciting and profitable, the brand may have missed out on the opportunity to sustain existing product lines or improve satisfaction in the time leading up to the new arrival.

    Which brands do you think do a good job of reducing satiety? Send me an email at larry laurencevincent. I also invite you to subscribe to my weekly newsletter, The Findings Report.

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    Fresh insights on consumers, media and the brand called life delivered every Sunday to your mailbox. Sign in Get started. But new research suggests that satisfied customers are harder to please. Seduce them with the promise of something different tomorrow.