FutureBrand

Navigating Public Scrutiny in Brand-Led Transformation   Transforming a brand with deep national significance is a complex and delicate process. It requires more than just a strategic vision—it demands an understanding of public sentiment and the ability to demonstrate meaningful change quickly. During the Air India Limited rebrand, we found that introducing early improvements, such as enhancing food service and customer experience, was crucial in building public trust and setting the foundation for the broader transformation.   As Stephen Barber, Chief Experience Officer at FutureBrand, noted in last month’s WARC article, heritage brands face unique challenges. Their identity is often intertwined with national pride, meaning they must navigate not only the expectations of typical stakeholders but also those of governments, global partners, and the public.   In the case of Air India, the rebrand sparked swift and passionate responses. Every detail—from the iconic Maharajah to the plane’s livery—became a point of nationwide debate. Balancing this intense public feedback with the strategic direction of business leaders, especially over a five-year transformation, was a challenging process.   The Air India project underscored the importance of aligning brand transformation with both the strategic goals of the business and the cultural significance it holds for its audience. See the full Air India transformation here: https://lnkd.in/eUAga_js   How can brands honour public sentiment while driving essential change during a transformation?

How do heritage brands balance tradition and modernity when undergoing transformation?    Our Chief Experience Officer, Stephen Barber, recently published an article in WARC that tackles the issue, emphasising that for nationally beloved brands “navigating the delicate interplay between tradition and innovation is a critical challenge.” This is particularly evident in the world of sports, where brands have powerful, emotional ties to their fan bases. ⚽ Take our work with ACF Fiorentina, for example. The club’s new logo has a shape that accentuates the angular structures that have always been emblematic of the club, whilst the lettering has been simplified to adapt to more current trends. To achieve this delicate balance, we needed to look closely at the details and handle the brand with care. Curious to see the full transformation? Visit our website: https://lnkd.in/e7yZJg5n Deeply rooted in Florence's rich history, Fiorentina sought to revitalise its image—strengthening its bond with loyal fans while expanding its appeal to new markets. We approached Fiorentina’s new visual identity as if crafting a ‘heraldic Renaissance flag,’ honoring the city’s pride and tradition. The key for heritage brands? Bring your audience along on the journey, and stand firm on your non-negotiables.    FutureBrand has worked with heritage brands across a multitude of sectors and understands they are beacons of stability. We continue to explore and interrogate how heritage brands can move boldly into the future, whilst maintaining reverence for their past.

How can brands represent national identity in a complex world?   In his article titled All Eyes On Us for WARC, Stephen Barber, Chief Experience Officer at FutureBrand, emphasises this challenge: "Change is inevitable, even for brands closely entwined with national identity. Don’t fear it; embrace it as an opportunity for growth and innovation."   National brands act as unofficial ambassadors of their countries and makes the process of brand evolution both complex and critical. These brands carry the weight of national identity, making their transformation a deeply scrutinised and often emotionally charged process. As the world changes, these brands must navigate the delicate balance between honouring tradition and embracing innovation.   Consider brands like the BBC for Britain, American Airlines for the US, or IKEA for Sweden. Though they operate in different industries, they all share a deep connection with their national identity. In the UK, Royal Mail’s failed rebrand to Consignia in 2001 and Tate & Lyle Sugars Golden Syrup’s modernised logo are prime examples of how public sentiment can turn against brand evolution efforts that misstep.   At FutureBrand, we understand that successful transformation requires more than just a fresh look—it demands a deep respect for the brand's heritage, coupled with the vision to lead it into the future.   We ask, how can national brands thoughtfully navigate these complexities to maintain their iconic status while continuing to resonate with both loyal and new audiences alike?   Leave your thoughts below and stay tuned as we dive deeper into this topic over the coming weeks.

Cricket’s New Cool: Three Years of The Hundred 💯🏏   As the third edition of The Hundred wraps up this weekend, it’s the perfect time to reflect on how this groundbreaking competition has revitalised cricket, opening its doors to a new generation of fans and players. Back in 2021, FutureBrand London collaborated with the England & Wales Cricket Board (ECB) to create The Hundred, a bold and disruptive concept designed for the digital age. From its inception, the team sought to set The Hundred apart in the cricket landscape. They crafted a brand identity that combined vibrant, inclusive positivity with contemporary urban grit. The design elements - striking colours, graphic imagery, and expressive typography - were all chosen to capture the attention of a broader, younger audience.    The inaugural season made history when a standalone women’s match kicked off the competition, drawing 1.6 million viewers—a milestone for inclusivity and just the beginning of The Hundred's impact.   This bold initiative was born out of necessity. Cricket in England and Wales was at a crossroads, struggling to engage younger audiences and facing an uncertain future. The challenge was clear: to create a competition that not only entertained but also redefined the sport's image—making it younger, more diverse, and inclusive.    Fast forward to this year, The Hundred’s distinctive brand identity continues to transform traditional perceptions of cricket. Each team sports its own unique branding, complete with fonts, patterns, and colors representing their respective locations. From uniforms to social media presence and live game visuals, every detail contributes to a cohesive brand experience that challenges the norms of traditional sport.   As Nick Sykes, FutureBrand’s Global CEO, aptly put it, “The Hundred exists to throw cricket’s doors open to all." And in doing so, it has redefined the future of cricket—not just in England and Wales, but worldwide. As The Hundred continues to make history, its influence on cricket is undeniable. Have you been watching The Hundred? How has the competition changed your perception of the sport? #TheHundred #FutureBrandLondon #Cricket #BrandIdentity #FutureofCricket

In an era where travel is no longer exclusive, but something nearly everyone can experience, are we losing the essence of what it means to truly explore? 🛩 Alessandro Bernabei, Strategist at FutureBrand Milan, explores this question in his latest article, highlighting how over-tourism and the rise of "non-places" are reshaping our travel experiences. Iconic destinations like Italy and Japan are taking steps to combat tourist intrusiveness and preserve their unique charm, raising the critical question: has tourism destroyed the essence of places? Anthropologist Marc Augé coined the term "non-place," referring to anonymous, transient spaces devoid of social interactions, such as airports, train stations and shopping malls, however Bernabei notes a fascinating shift: “The places we visit are gradually losing their identity and thus their status as places, while non-places have begun to tell their stories, build identities, and offer experiences, becoming the real protagonists of travel.” As travel companies begin to recognise the importance of brand identity and storytelling, the need to build an emotional connection with consumers is clearer than ever. A notable example of this shift is Aeroporti di Roma's recent rebranding. With the slogan "Together, beyond flying," the airport emphasizes empathy and innovation, transforming into a vibrant city within a city. It now offers engaging experiences filled with art, retail spaces, and even robots roaming the gates, creating a more human-centered environment that goes beyond the mere logistics of travel. Non-places open us up to infinite possibilities, allowing us to reconnect with the sense of disconnect we seek when traveling. 💡 So what do you think? Can we still get lost? Join the conversation in the comments below. #FutureBrandMilan #AerportidiRoma #NonPlace #BrandIdentity #Travel

How are sports companies integrating innovative narratives into their branding? Over the last month, we've witnessed how brands are seizing the opportunity to align their vision with the world of sport. In July’s edition of What’s Hot, FutureBrand Paris delves into the dynamic fusion of design and sports, spotlighting brands that are setting new benchmarks with their storytelling techniques. ⚽️ Chelsea Football Club has unveiled a bold new campaign “We Burn Blue”, a powerful testament to the unyielding passion of both fans and players, which encapsulates the club’s fiery spirit. 🦾 Sport brand On introduces Lightspray, an innovative new technology that sprays continuous filaments onto robotic mannequins. This innovation not only boosts production efficiency and precision, but also underscores a commitment to sustainability. 🔍 Nike’s ‘Watch Where We’re Going’ campaign places the spotlight on the Refugee Olympics team, transforming refugee statistics into deeply human stories. This initiative positions sport as a potent tool for integration and inclusion, shining a light on the resilience and determination of these athletes. As we navigate one of the most exhilarating years in sports, it’s clear that sport brands are now beginning to uniquely position themselves to craft narratives that address social, political and environmental challenges head-on. Explore a snapshot of this month’s edition below to uncover the design and innovation reshaping the world of sports.

Has sportswear shifted from pure performance to a blend of style, creativity and self expression? 👟 Recently featured in Mark Up and Men’s Health, Chiara Rampulla, FutureBrand Milan Account Manager, explores how sportswear is breaking traditional boundaries and merging with luxury fashion, driven by Gen Z's influence. In 2018, Lauren Weisberger’s "When Life Gives You Lululemons" catapulted athleisure brands like lululemon into luxury status, redefining them as symbols of prestige that prioritise comfort without sacrificing style. Gen Z is at the forefront of this shift, rewriting the rules and embracing sports apparel not just for its functionality, but as a statement of style and identity. The convergence of casual and elegant styles—seen in collaborations like JACQUEMUS and Nike, lululemon and ROKSANDA, or Off-White and Burton Snowboards—redefines possibilities in sports fashion, expanding their appeal to new audiences. As Chiara notes, "sports brands become cooler, while luxury brands become sportier." While icons like Michael Jordan continue to inspire with their sporting legacies, today's athletes are celebrated for their broader impact and values off the field. This fusion isn’t just about what we wear—it’s a reflection of our values: freedom, inclusivity, and self-expression. With new generations challenging norms and constantly redefining trends, what new possibilities do you see emerging as sports apparel evolves from performance-driven to creatively-led?

Brand Loyalty Isn't What It Used to Be 🛒 Brooke Masters highlights a critical shift in consumer behaviour in her recent Financial Times article, citing insights from our FutureBrand Consumer Index. As shoppers cut back, big-name brands are finding themselves squarely in the line of fire, revealing that brand loyalty is not what it used to be. At FutureBrand, we recognise that brand loyalty goes beyond product quality—it's about emotional connection and perceived value. The pandemic and rising prices have disrupted these connections, leading to a phenomenon we've termed "blandification," as discussed in Brooke’s article. With consumers increasingly turning to private labels and competitors, it's imperative for brands to innovate and find new ways to stay relevant. The message is clear: to regain consumer trust, companies must focus on delivering value, transparency, and genuine connections. The era of relying solely on brand heritage is over. It's time for brands to rethink their strategies, embed themselves within culture and build deeper, more meaningful relationships with their customers. 🔗 Read the full article to understand how the landscape is shifting and what it means for the future of brand loyalty. https://lnkd.in/ecZCgc94 👉 How do you think brands can best adapt to these changing consumer behaviours? Share your thoughts in the comments below!

How do iconic brands stay on top? By demonstrating Cultural Relevance.   Our FutureBrand Consumer Index reveals brands like Oreo, Hidden Valley Ranch, and Doritos have ranked highest because of their ability to stay culturally relevant and continually excite consumers. What sets these brands apart is a combination of innovation, cultural alignment, and a deep connection with their audiences.   🍪 Oreo: Known for inventive flavours and engaging social media, Oreo continues to be the world's top-selling cookie, delighting consumers since 1912.   🥗 Hidden Valley Ranch: Seamlessly blending nostalgia with modern trends, Hidden Valley Ranch captivates with creative collaborations and "drop culture."   🌶️ Doritos: With bold branding and distinctive flavours, Doritos stands out through high-profile partnerships and buzzworthy campaigns.   These brands succeed by pushing the boundaries of experience, solving tangible problems for consumers, and fostering genuine connections. Dive deeper into our analysis and see how these brands stack up against the top 100: https://lnkd.in/e-SBhzE9 #FutureBrand #ConsumerIndex #FutureBrandConsumer2024 #BrandsInCulture

Renewing Sanpellegrino's Italian Sparkle. Sanpellegrino, known for its iconic green bottle, sought a stronger brand identity to match its century of sparkling heritage. FutureBrand Paris was tasked with revitalising its universe and reconnecting the brand with its Italian roots. Through deep semiotic analysis, they crafted a unique vision of Italianity—subtle, generous, sophisticated, and vibrant. Underpinning this transformation is the creative concept, 'Beauty of More,' embodying Italian generosity and sophistication. The team refreshed the brand with a vibrant blue palette, bespoke typography, and imagery capturing joyful Italian moments. A new 'SP' monogram pattern extends the brand into daily life, preserving its iconic logo. “Our goal was to seamlessly blend Sanpellegrino’s rich Italian heritage and expertise with a fresh, contemporary image to create a vibrant and authentic brand experience. A challenge we’re delighted to have met.” Hélène Pirel, General Manager FutureBrand Paris. Congratulations to the entire team. Here’s to many more sparkling moments! Read the full case study here: https://lnkd.in/e76jZttp #FutureBrand #Sanpellegrino #BrandRenewal #ItalianHeritage #ArtOfLiving