My friend Terrence and I once drove to John Hopkins University from NY to see a wonderful panel of physical anthropologists speak. Big, full auditorium. I was never one of those “ooh, ooh, ooh kids” who asked a lot of questions in class, but during Q&A time, from way in the back of the expansive auditorium, I asked paleontologist Tim White of UC Berkley, how he thought man was currently evolving. The question got a giggle or two from the room. (Doh!) He went on to say brains cases would get bigger and women’s birth canals also…
I love to think about what’s next. It suits me well as a brand planner. The future takes up a good deal of my time at What’s The Idea?.
The future of marketing, product and delivery are not always top of mind for clients. It’s a shame. Had Intel thought this way it may not have had to lay off 12,000 worked yesterday. Healthcare providers need to think about the future, but they don’t; it’s all about the next diagnosis. Google needs to think forward and it does. But they need to think forward not about cars and energy, but also about their current search focused product line. And monopolies.
The brand strategies I develop always have the future in their peripheral vision. The strategy developed for Northwell Partners nee North Shore LIJ Health System, is as relevant today as it was 15 years ago.
If your mantra is “Campaigns come and go…a powerful brand idea is indelible,” the work must be future proof.