Brands of Tomorrow: The Genome Exploration

It isn’t the strongest of the species that survives, not the most intelligent that survives. It is the one that is most adaptable to change. – Charles Darwin.

We quote Darwin because he represents the sum total of human curiosity and the most plausible result of us being who we are – evolution. With curiosity as our outlook and understanding, a unique species as our mission we set out to discover, understand and define – Brands of Tomorrow. Our first line of enquiry was, Brands of Tomorrow – born or made? And thus started the Genome exploration.

Genome – the complete set of genes in a cell or living thing. Let us decode the genome, one gene at a time.

The Future in Context

Any gene, genome, DNA, species, civilization and evolution is about context. It is the outside factors that dictate the framework of inner build. And the inner build in turn keeps shaping and reshaping the outside factors. ‘Circle of life’ as they say.
What context does a brand of tomorrow live and breathe in?

Six movements that are defining the future (Infographic)

1. Tech celebration – Where a new world is being construed every day. A thin line of separation makes the real virtual and virtual real.

2. Outdoors reimagined – A post-pandemic world views outdoors in a new light, where caution is blended into emotions. Green spaces find a whole new appreciation.

3. Hybridization – The physical world colludes with the virtual and humans evolve as hybrid citizens.

4. Regeneration – Sustainability changes meaning, isn’t about neutralizing carbon footprint but positively impacting the planet. Rise of regenerative materials.

5. Metaverse – A parallel existence on a technological plane. Metavereseque social media platforms and engagement are on the rise.

6. Human-centric design – ‘Coopetition’ is the new standard—this is where brands are setting aside their competitive differences and instead banding together on large-scale, planet-saving missions.

Gene #1 – The Time traveler Gene: Of, from, and by the Future

Brands of Tomorrow have a gene that is a citizen of the future and lives in the DNA like an inkling, an intuition that translates into absolute intelligence and strategy. Brands of tomorrow do not adapt to the future, they define it. Call them disruptors, game changers or innovators. The names are many.

Neither their age, sector, tech or data savvy-ness defines them. It is their ability to align the totality of the experiences they created with their larger purpose. It is their crazy dream or unreal purpose which leads to a category, industry overhaul and usher in a whole new dimension. The time traveler gene sees what no one does. Be it phones without buttons or making television redundant. This gene sees through time and space, it defines situations and is never defined by circumstances.

Gene #2 – The Experience Excellence Gene: Making CX Zexxy always

Brands of Tomorrow have a gene that is a citizen of the future and lives in the DNA like an inkling, an intuition that translates into absolute intelligence and strategy. Brands of tomorrow do not adapt to the future, they define it. Call them disruptors, game changers or innovators. The names are many.

Neither their age, sector, tech or data savvy-ness defines them. It is their ability to align the totality of the experiences they created with their larger purpose. It is their crazy dream or unreal purpose which leads to a category, industry overhaul and usher in a whole new dimension. The time traveler gene sees what no one does. Be it phones without buttons or making television redundant. This gene sees through time and space, it defines situations and is never defined by circumstances.

Gene #3 – The Warrior Gene: Like a Resilient Spartan

Brands of Tomorrow are spartans, warriors that never fail. Focused, courageous and bold, the Warrior gene ensures that the brands of tomorrow are resilient. It is about having a simple yet solid strategy in place. Staying true to your beliefs and remaining unmoving in the face of adversity and challenges. Born out of beliefs that are shared with customers, the warrior gene is obsessed with customer value. A gene that goes all out to appeal to both the mind and heart with the purpose of creating a relationship with customers that is both emotional and rational. Like a spartan, Brands of Tomorrow are single minded in their pursuit and relentless in spirit. They stay true and stay strong.

Stay tuned as we keep the genome exploration going.
Note: Welcome to Brands of Tomorrow, a 2022 adventure of BigBrandTheory. It’s a voyage and you are our co-traveller. We will come to you with one unique content piece every fortnight. This step will be in the direction of inching closer to the Brands of Tomorrow. Feel free to add a new direction, start a new conversation, create a new equation.