Few directors have a more recognisable signature than Christopher Nolan. Whether it's The Odyssey, his latest lauded release, Oppenheimer or Interstellar, you know a Nolan film when you see one, even though no two films are the same.
Writing for Campaign, FutureBrand London Design Director Matthew Crowley explores what brands can learn from that recognisability, and why the next era of brand building is shifting from ownership to worldbuilding.
As brands expand across products, services, platforms and increasingly AI-mediated experiences, success is becoming less about managing individual touchpoints and more about creating a connected, consistent experience wherever people encounter them.
"𝘛𝘩𝘦 𝘮𝘰𝘴𝘵 𝘥𝘪𝘴𝘵𝘪𝘯𝘤𝘵𝘪𝘷𝘦 𝘣𝘳𝘢𝘯𝘥𝘴 𝘢𝘳𝘦𝘯'𝘵 𝘩𝘦𝘭𝘥 𝘵𝘰𝘨𝘦𝘵𝘩𝘦𝘳 𝘣𝘺 𝘢𝘴𝘴𝘦𝘵𝘴 𝘢𝘭𝘰𝘯𝘦. 𝘛𝘩𝘦𝘺 𝘢𝘳𝘦 𝘴𝘩𝘢𝘱𝘦𝘥 𝘣𝘺 𝘢 𝘤𝘭𝘦𝘢𝘳 𝘱𝘰𝘪𝘯𝘵 𝘰𝘧 𝘷𝘪𝘦𝘸 𝘵𝘩𝘢𝘵 𝘪𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦𝘴 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯𝘴, 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦𝘴 𝘢𝘯𝘥 𝘣𝘦𝘩𝘢𝘷𝘪𝘰𝘶𝘳 𝘰𝘷𝘦𝘳 𝘵𝘪𝘮𝘦."
From Figma and KFC to Amazônia, the piece examines how leading brands are moving from ownership to worldbuilding, creating richer experiences that build recognition, relevance and loyalty.
Read the full article in Campaign.
