How scenarios can help you plan future brand strategy

Using the health club industry as an example, Linda Hodgson (founder of Future Cat) and Ray Algar (managing director of Oxygen Consulting) describe how scenarios can help service brands to imagine how trends might affect their market, and identify ways to leverage future potential.

How Scenarios can Help You Plan Future Brand Strategy

Linda Hodgson and Ray Algar

Many brands benefit from 'trend watching' as a tool to provide insight into the rapid pace of change affecting their consumers. This is particularly acute in service industries, where the nature of the relationship between consumer and brand can be more volatile. A single negative experience can quickly turn a raving fan into a raging critic.

It is easy for organisations to understand the trends, with many companies dedicated to tracking the global consumer 'Zeitgeist' and seeking the next big thing, whether it be...

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