Buckle up, 2024 is proving to be a wild ride, with extreme volatility impacting every corner of our world. So, how can brands not just survive, but thrive, in this turbulent environment? Lynne Field, our Head of Strategy at FutureBrand North America, has the answers.

In her latest article, Lynne dives deep into the concept of "essentiality" – the key ingredient for brands looking to thrive in today's turbulent world. She argues that in a landscape defined by volatility, brands must move beyond the superficial and focus on what truly matters: adding tangible value to consumers' lives.

As we navigate the uncertainties ahead, it's time to reassess our brands. Are they reliable, responsible, and trusted for advancing tomorrow?

Read Lynne's full article in Advertising Week here, for a deeper dive into the formula for success.

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