A brand new future

Richard Cordiner

Will brands step out of popular culture to lead the way forward in a new, gentler form of capitalism?

The future of brands is, in many ways, the future of business. Well-managed brands are the most efficient and effective creators of sustainable wealth. Understanding the value of brands, and how to create more value, is an essential requirement for sustained competitive advantage – and yet brand management is often relegated to a marketing discipline, rather than holistic business practice.

The future of brands is also inextricably linked to the future of society. Brands have a value above and beyond their ability to make money for shareholders; they also have a critical social importance, and this role, too, will be tested in the future as environmental and social issues are increasingly laid at the door of big business.