FutureBrand

Brands ripped it up and started again in September. This edition of What’s Hot is all about disruption – who moved their brand forward with fresh ideas last month? ✔️ Nike | Dare to do it Nike made a bold spin on the ‘Just Do It’ slogan with a new ‘Why Do It?’ manifesto film. With a spotlight on younger generations, it repositions performance as a platform for personal growth through courage and vulnerability. When a slogan as iconic as Nike’s changes, people are bound to notice. ⚖️ Robin | New legalscapes AI-powered legal tech company Robin has broken free from conventions with its ‘New Legal’ concept. Rooted in a visual identity that parts from the austere traditions of law, Robin’s Copilot intends to push firms into the future and make legal services more accessible through AI. New concepts need new beginnings, and Robin has a look to match its breakaway ambitions. 🥤 Fhirst | Raw joy is coming Health soda Fhirst pops off the page with a blaze of color and nostalgic iconography. The playful look is full of clashing hues and computerised graphics that take your mind back to health food stores of the 90s, when joy and personality shone through. Try not to notice those colors on a crowded shelf. Which brands put their necks on the line with disruptive changes this year? We’d love to hear about your favorites 👇

He’s led major brand transformations, oversaw the London 2012 Olympics and Paralympic Games, and swam the English Channel. Fear has been a constant companion, not something to avoid but to embrace.   Simon Hill, President of FutureBrand North America, recently joined the Brand Story podcast to share what it means to lead with bravery. From his time at McCann Worldgroup to guiding pivotal brand work at FutureBrand today, Simon reflects on how fear can fuel bold, impactful progress. “At the best moments, fear drives passion and adventure. Every project, big or small, is filled with moments of fear. Are we doing the right thing for this brand? Are we going to be able to crack it? That fear is what pushes us to create great ideas and have great adventures.” – Simon Hill Watch or listen to the full episode here: https://lnkd.in/evrJ98y7 Cc: Steve Gilman

What keeps people coming back to a brand? It’s rarely a one-off spectacle ... it’s the experiences that feel familiar, intentional, and worth returning to. Ritual Economy, a new report from FutureBrand’s Spatial Design team, explores how brands can create value by building rituals that turn everyday interactions into lasting connections. From consistent sensory cues to environments that invite interaction and reflect local context, these experiences transform brand encounters into memorable, repeatable moments Read the report to discover how a ritual-led mindset can instil deeper emotional relevance in your brand. Link in comments.

Would you expect Financial Services brands to outperform tech on trust? This month we’re taking a deep dive into the power of trust. A decade ago, in the wake of a credit crunch, global recession and economic squeeze, few would have predicted that today FS brands would rival, let alone surpass, the tech sector on innovation and trust. Yet that’s the story this chart from our deep dive into the financial services sector tells us: FS brands now match or exceed the top 9 tech brands on data responsibility, ethical use of technology and perceived influence. But how? 💡 Not innovation for innovation's sake: unlike tech’s “move fast and break things” mindset, FS brands show that innovation coupled with responsibility inspires greater confidence. 🤝 Trust as currency: the sector has turned compliance, data responsibility, and transparency into competitive advantages, making trust a driver of growth rather than a defensive posture. ⚖️ The power of balance: FS brands demonstrate that success comes from fusing stability with innovation, profit with purpose, and performance with personality. Do you want to understand how FS brands are building trust and how you can do the same? Click on the link in the comments. #FinancialServices #TrustAndInnovation #BrandLeadership

Can you be radical in a world built for playing safe? Chief Growth Officer Lauren Maynard answers this question in her article. Read it here: https://lnkd.in/eYN5rq6P

Is being “AI-first” a breakthrough strategy, or a brand reputational risk? In a conversation with Fast Company, FutureBrand's Global Chief Strategy Officer Jon Tipple shared exclusive insights from the latest FutureBrand research, which reveals that while more than half of informed global audiences recognise the term “AI-first,” interpretations are sharply divided. While audiences expect digital-born brands to be AI-first, more traditional brands need to consider their brand essence, and what being AI-first means for customer loyalty. Jon shares how the most resilient brands need to move forward with purpose. At FutureBrand, we’ve taken a thoughtful approach to integrating AI into our own ways of working, but always guided by a clear principle: AI-forward, not just AI-first. Because automation alone doesn’t create meaning. That comes from how technology amplifies what makes your brand unique in the first place. Thanks to Christopher Zara for such an in-depth piece on a front-of-mind topic for so many businesses and brands. Read the full article via the link in the comments. #FutureBrandIndex #AIForward #BrandInnovation #TrustAsStrategy

In 2015, FutureBrand partnered with Merck Group on a brave and bold new identity that challenged the conventions of healthcare and life sciences. 10 years on, and relevant as ever, Design Week have featured the rebrand as part of their new Impact Series, which explores the enduring influence of the work a decade after its launch. At the time, the sector was dominated by safe blues and greys. Hidden among a “sea of sameness”, Merck leadership knew they needed to throw industry caution to the wind. Together with the team at Merck, including Axel Löber and Katrin Menne, we built a brand that expressed the vibrant, dynamic nature of science and technology. The result was more than a new look: it transformed how Merck saw itself, gave employees a shared culture to rally behind, and reshaped how the world sees one of the industry’s most innovative players. A decade on, the identity still stands apart, proof that bravery, adaptability and craft can deliver lasting impact. As highlighted in the article, the brand continues to inspire Merck’s people and partners today, showing how design can fuel culture as much as it shapes reputation. Thank you to Abbey Bamford and Rob Alderson at Design Week for revisiting the work. It’s a project we remain immensely proud of. Link to the full piece in the comments. #HealthcareBranding #BrandStrategy #CreativeLeadership #FutureOfHealth

Automation and cost-cutting may streamline operations for Quick Service Restaurants. But this approach misses the point: people will always be integral to Quick Service Restaurants, writes George Gottl our Chief Creative Officer for QSR. In his latest QSR Magazine feature, George explores how brands can go beyond efficiency - designing spaces and experiences that feel as personal as they are practical. From Starbucks' renewed focus on in-person café experiences to thoughtful design gestures that build connection and community, the article explores how small acts of care strengthen relevance and loyalty in a fast-moving world. Read the full article: https://lnkd.in/e8vFygHY

Heading to the Fast Co Innovation Festival this week? Don't miss FutureBrand’s Lynne Field and Daniel Andersson leading a session on a persistent challenge: the widening trust gap for tech brands. With growing scrutiny around data privacy, ethical governance, and the role of AI, tech brands must work harder than ever to earn, and keep, public trust. The session "Future-Proof Your Tech Brand: How to Transcend the Trust Gap" will be held on Wednesday, 17 September 2025, 14:30 - 16:00. More info can be found here: https://lnkd.in/ePk7EMap

The European Foodservice Summit in Amsterdam brings together the industry’s leading voices, with FutureBrand’s Queenie Lo taking the stage to share how spatial branding drives stronger customer engagement and brand impact. On 18th September, at 16:45, join Queenie on her lightning talk "Spatial Branding: From Concept Creation to Implementation", alongside a panel conversation with Paul Wainwright (Harrison.) exploring how evolving consumer demands, smaller spaces, and tech innovation are reshaping restaurant design. If you or your team will be attending the summit on 17-19 September 2025 at the Eye Filmmuseum, we’d love to connect in Amsterdam. Full Program linked here: https://lnkd.in/eiFAJjYY