The emergence of a deeper level of brand building
How world beating brands are being built is changing quite significantly.
Last month we spent 10 days in South Korea's capital city to do some on-the-ground futures research in a place that's on the forefront of brand development.
Overwhelmingly the pattern emerging from Seoul is one of incredibly detailed levels of world building to forge powerful global brands. And there is nothing small or timid about the aspirations that South Korean brands have, or the total commitment to how far they are willing to go to be world beating.
Time spent in this place is both humbling and depressing at the same time, but what can be taken away from it is strong evidence as to where the next phase of brand development is heading.
We're publishing all of our insights in our monthly scanning report (The Briefing) and offer lots of insights as to where the emerging opportunities lies and what strategic questions every business should be exploring in response to this shift.
The report only gets shared in a private WhatsApp group; if you would like be considered as a member of this much smaller group and get access to this, and future briefings, then please send me an e-mail with your WhatsApp number and we'll include you.