On the go and around the world
Given our breadth of global offices, range of our clients and diversity of our skill sets, there’s always an interesting array of articles that feature FutureBrand.
The future of brands in Peru
2 September 2010
By ELIZABETH FLORES G & BERTHA RAMOS BARRETO - Gestión, Peru Why did FutureBrand decide to come to Peru? The best way of penetrating a market is through existing clients and we have been working with them. We reached a point at which it was already necessary… Read More +
A brand has value only if it has a strategy that…
1 September 2010
Branding implies to integrate communication, marketing and commercial areas within companies. by Sofia Corral, La Nación, Buenos Aires Behind the brand is a strategy. No detail is left to chance: from product presentation, advertising, to the local design and attention from sellers. Everything is designed. It is… Read More +
Eyeing up customers
3 August 2010
Retail Week, UK 30th July 2010 The first store for the 2012 Olympic Games was opened on Tuesday by London 2012 Sebastian Coe and Mayor of London Boris Johnson. Located next to the Eurostar ticket office in London's St Pancras International Station, it measures just 300 sq… Read More +
Is BP's 'Beyond Petroleum' image beyond repair?
27 July 2010
By Madhayi Tumkur, Campaign Asia, 27 July 2010 Since the Deepwater Horizon rig's explosion in April, BP has done everything to convince members of the Congress, investors, stakeholders and the American public that it remains committed to operational safety, environment and to the people affected by… Read More +
Arabic branding grows as firms look for greater market share
14 June 2010
By Samia Badih, Staff Reporter, Gulf News Dubai: Arabic words are no longer an obstacle preventing a brand going global, said Jae Hwang, Executive Director of FutureBrand, a global branding consulting firm. The region's efforts to stay deeply connected with its culture have definitely had an impact… Read More +
Has Singapore Tourism Board got its new branding right?
3 May 2010
By Asiya Bakht, for http://www.media.asia Singapore Tourism’s Board’s (STB) new destination brand “Your Singapore” launched to a mixed response from the industry at a tourism event with much fanfare last month. Some of the key changes brought about by STB’s new lineup of agencies BBH, XM Asia… Read More +
FBlog Launches – a new global platform for insights and ideas
10 March 2010
We are delighted to announce the launch of FBlog (http://fblog.futurebrand.com/). We have created this space to explore ideas, to provoke new thinking and to spark lively discussion. Our context is the world of branding and marketing. Our focus is on that which piques our curiosity,… Read More +
Turning off, on
3 March 2010
We are experiencing an ever-shrinking on-trade with consumers drinking more at home to pay less and save more. Traditionally the on-trade has been all about building brand image, while the off-trade has been treated just as a distribution channel. Are brand owners missing a big… Read More +
Webber hires FutureBrand to refresh image
13 January 2010
Australian F1 driver Mark Webber has appointed FutureBrand Australia to refresh his personal brand on and off-the racetrack. The Red Bull Racing driver was introduced to FutureBrand’s Sydney team by sister agency Octagon, which represents Webber’s off-track marketing interests. FutureBrand has been tasked with creating a new… Read More +
FutureBrand prominently mentioned in Travel and Leisure feature on Saint Lucia
6 January 2010
In an extensive article in the December 2009 Travel and Leisure magazine on Saint Lucia, FutureBrand is positively mentioned in the context of its recent work rebranding Saint Lucia The feature discusses the recommended FutureBrand brand strategy, approach to country branding and how and why… Read More +
FutureBrand speaks at YouGov Private Seminar, "Branding to the Post Crisis…
18 December 2009
Ramel Kabbani, Senior Director at FutureBrand Dubai, was one of the invited panel experts at the prestigious YouGov "Branding to the Post Crisis Consumer" in Dubai on December 6, 2009. Speaking to a standing room audience, Ramel spoke on the role of country branding and… Read More +
FutureBrand anchors the ArabAd issue on Brand Arabicization
22 October 2009
In its September 2009 issue, ArabAd reprinted in full the FutureBrand article, “Arabicization” and made the topic, which addresses how the Arab language is becoming more prevalent in branding in the Middle East, its cover theme for the month. ArabAd is the only monthly, English-language… Read More +
Retire At Home Or Abroad?
16 October 2009
Forbes used many criteria to create our list of the Ten Best Retirement Havens, everything from the process of getting a visa to the ease of coming back to the U.S. to visit family. Along the way, we consulted experts, drew on other global rankings… Read More +
Chris Nurko rejoins FutureBrand Worldwide
16 October 2009
Chris Nurko will rejoin brand strategy and design consultancy FutureBrand Worldwide as Global Chairman. Nurko, who left FutureBrand in 2006, had been the UK Managing Director and Global Head of Innovation. In his new job, Nurko will be based in London and will report to Patrick… Read More +
Experts evaluated prospects for Ukraine’s economic development
2 October 2009
Mykola Kmit, Head of the Lviv Regional State Administration and organizer of the IX Lviv International Economic Forum, stated “the Forum’s work has confirmed that this type of event is worth evaluating as an opportunity to form a positive face to the current situation and… Read More +
FutureBrand intern sees his design take Olympic gold
17 September 2009
A teenage graphic designer is going for gold after winning a competition to create an Olympics education logo. Reiss Evans, 18, a student at Canterbury College, beat more than 150 entrants in the national competition and will see his design used by schools and colleges across… Read More +
Europa League logo plays well on TV
15 September 2009
The audiovisual design consultancy has sampled and remixed recent Uefa competition matches to create beats and tunes from football kicks, crowd cheers and referees’ whistles. Five approached Addictive TV directly, according to the group. "The channel has been getting slightly more adventurous with its promos over… Read More +
IPG perfect in corporate equality
15 September 2009
Interpublic Group was named one of the “Best Places to Work” by the Human Rights Campaign, based on our progressive policies and outreach to the gay, lesbian, bisexual and transgender community. We are the only global marketing services holding company to be included in the… Read More +
McDonald’s and Virgin have taken advantage of the financial crisis
10 June 2009
At the end of last year, Patrick Smith faced a big challenge: becoming the President and CEO of FutureBrand Worldwide, one of the world's leading branding and design consultancies, in the middle of the global economic crisis. The company has 25 subsidiaries around the world—including… Read More +
Patrick Smith analyzes the effects of the current economic crisis
3 June 2009
Visiting Chile for the opening of his firm's local office, the President and CEO of FutureBrand Worldwide analyzes the effects of the current economic crisis. The brands affected by the crisis “should lead the debate about the change." This week, with the bankruptcy of General Motors, people… Read More +
Chilean pharmacies attempt to recover consumer trust
3 April 2009
Years ago, brands such as Nike and Gap faced scandals because it was learned that minors were working in their Asian factories. Something similar is happening nowadays with the main pharmacy chains in Chile. Their images have been damaged. Brand value is composed of different factors:… Read More +
Opinion: Gabriel Badagnani talks technology
6 March 2009
October 2008 (opinion column by Garbriel Badagnani, director of FutureBrand Santiago de Chile). A couple of months ago the Experience Center of Movistar opened their doors. In the second floor of the center the “Dj table” called my attention: it was a wide screen where… Read More +
Diario Financiero
2 March 2009
With private labels pharmacies could optimize their business through crisis periods. Supermarkets are known by offering private labels to their clients yet pharmacies/ drugstores haven’t really explored this territory. Gabriel Badagnani, FutureBrand´s director, thinks that the pharmacy business has a good chance to grow during a… Read More +
Chile makes top ten list of most beautiful countries
11 December 2008
Chile has been catalogued by the Country Brand Index study as one of the 10 countries with most beautiful and attractive natural environment. The Country Brand index is an annual study about Country’s Brands performed by FutureBrand. This ranking shows how often a country is named… Read More +
FutureBrand's 2008 Country Brand Index featured in USA TODAY
11 November 2008
USA’s brand drops a spot, study says November 7, 2008 By Barbara De Lollis, USA TODAY The USA ranked No. 3 out of 10 countries with the best brand reputations, a notch lower than last year and behind Australia and Canada, in the fourth annual Country Brand Index… Read More +
FutureBrand helps promote local and indigenous designers across the globe
15 May 2008
Indigo is an international programme that provides a platform for Indigenous design by Icograda, the world body for professional communication design, in partnership with Australia’s National Design Centre. Indigo offers opportunities for local and Indigenous designers across the globe. As designers work within a global… Read More +