What do you know about the future your brand must navigate? Our advice to you is to swim in the in-betweens! We’ve been doing a lot of “far future” trends work recently at BrandTrue, which has a focus on what might happen five years out and further.
Far Future Trends
We see that the blurring of current business categories is only accelerating, with people expecting innovation to come from areas adjacent to and between the areas we currently know and use to think about our businesses.
But our current organizational structures and existing brands can act as blinders, preventing us from seeing or feeling comfortable pursuing ideas in those in-between spaces.
If you innovate in the spaces between brands and categories you can give yourself a big advantage, especially because your competitors are probably not thinking that way.
This video originally appeared in LinkedIn
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Transcript:
Hey guys, it’s Rebeca with BrandTrue and I want to talk with you about the future. So we’ve been lucky enough to be doing some incredible far future work recently, like really focusing on trends that are five years, 10 years, 15 years out. And in doing that, you know, I obviously can’t talk about that, I’m doing it for those clients but there’s an observation that I was really eager to share with you, which is this… a big trend that we’ve been seeing for a while and that we will continue to see is the blurring of categories.
And yet the way that we typically think of our businesses is within categories, within business units, within brands and sets of expertise that we already have. And so my challenge to you is if you do any kind of innovation work or if you’re planning the future of your brand, maybe the architecture of where the brand might go, to really think hard about adjacencies and categories that are, adjacencies that are abutting or that are interesting complements to where you are because the opportunity is in those between spaces. That’s how people are thinking about brands more and more in the future. And that’s probably not how your competitors are thinking. That’s a big one from me for free. Let me know what you think. Bye!
