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,...