How do brands stay relevant when every touchpoint is shifting and every rebrand risks missing the mark?
In two recent features for Creativepool, FutureBrand’s Global Chief Creative Officer Gianni Tozzi shared his perspective with Benjamin Hiorns on the evolving role of creativity in brand.
The first focuses on the growing importance of immersive, multisensory experiences and ensuring brand transformations are anchored in strategy, not aesthetics. As he puts it, “Technology doesn’t just support the storytelling of a brand – it becomes the stage for it”.
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Gianni unpacks rebrands that succeeded by uniting strategy, business ambition and cultural relevance - and some makeovers that missed the mark.
