In a year marked by political and economic uncertainty what do brands need to stay ahead of? FutureBrand North America’s Head of Strategy, Lynne Field, shares insight amongst 80 industry leaders in Ad Age's "80 AD EXECS PREDICT 2024 INDUSTRY TRENDS".

In 2024, successful brands will prioritize tangibility, proving their essential role in consumers' lives. Gone are the days of airy promises and emotional resonance alone. Brands will need to think beyond the "feel good" and demonstrate concrete value. We believe this shift in focus demands transparency and authenticity: brands need to showcase the impact they create, the positive changes they empower.

Agree with Lynne's prediction or, have one to share of your own? Let us know your thoughts in the comments below!

#FutureBrand #LynneFieldinAdAge #BrandStrategy #Marketing #TangibleBenefits

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