Smart brands think long term


Poor old 2016. We’ve seen countless ‘year ahead’ predictions in the last couple of weeks that would put pressure on any regular Gregorian calendar year. But we enjoyed the refreshing viewpoint of Basic Arts head of strategy Alex Smith in his brand republic article. Alex encourages us not to make predictions about the year ahead, but to think about what the industry will be like 12 years ahead. Emerging digital trends take years to settle and evolve. What we think may be big this summer, probably started out two years ago. So lets take a moment to think big, to think further, to think 2028…



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