The pace of change today and the scale of disruption are pushing short-term priorities up the agenda for brands.
Short-termist branding missteps easily happen and can do long-term damage to a brand. But brands with a long-term focus perform better. Although many of the issues of long-termism lie with the CEO or CFO, marketing is increasingly responsible for balancing the short and long term to secure future business growth.
But, how do you balance fire fighting immediate brand challenges with keeping a clear focus on the future? What the F*ture?! – run by Elmwood design agency in collaboration with Contagious – will look at the ever-changing world of branding and what brands need to do to succeed in today’s disrupted world.
At What the F*ture, Katrina Dodd, Head of Trends at Contagious Magazine, and Greg Taylor, Chief Provocation Officer at Elmwood will offer insight and help attendees make sense of this colliding world of technology, consumer demand and brands. Brands must adopt Agile Long-termism to be strategic and crystal clear about what they stand for. At the same time, as platforms and consumer behaviours shift like sand in a windstorm, they must remain flexible in how they achieve their aspirations.
Katrina Stirton Dodd is Head of Trends at Contagious, a consultancy dedicated to helping brands and advertising agencies around the world understand and adapt to shifts in marketing, consumer culture and technology. Their quarterly magazine has become a global benchmark for creative excellence, with a longstanding reputation for separating the signal from the noise in a marketing landscape that gets louder and more cluttered every year. She was a founding member of the Contagious Advisory team and prior to that was launch editor of I/O, the company’s insights and intelligence platform. Katrina has a long a history of writing about what happens when creativity and commerce collide, a fascination for innovation and an enduring love of music videos.
A founding director of Elmwood in 1989, Greg now heads up the global provocation and strategy team. As his title suggests, he loves nothing more than poking, stoking and provoking. He keeps everyone on their toes, while bridging the gap between strategy and creative.
Greg is the man behind Step Change™, Elmwood’s workshop tool for turning great ideas into action, and developed Fish™, Elmwood’s process for creative thinking. He also curates The Weekly Poke – short ‘heads-up’ messages that keep subscribers inspired, wowed, and occasionally kicking themselves for not having thought of a great idea first.
His client list includes GSK, Go-ahead Group, Heck, Heineken, LW Theatres, Mars Wrigley, PepsiCo, The Macallan, and Unilever.
Outside of Elmwood, Greg is a former board director of the Design Business Association, where he chaired the Design Effectiveness Awards strategy group. He currently sits on the expert board for Popsop, the online brand magazine, authoring a monthly thought leadership column.