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FutureBrand

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FutureBrand
Subsidiary
ISIN🆔
IndustryBrand Consultancy
Founded 📆1999
Founder 👔
Headquarters 🏙️,
Number of locations
23 Offices
Area served 🗺️
Key people
Patrick Smith, Global CEO
ServicesStrategy, Design, Naming, Packaging, Digital, Brand Experience
Members
Number of employees
ParentInterpublic Group
🌐 Websitefuturebrand.com
📇 Address
📞 telephone

FutureBrand, part of Interpublic Group, is a brand consultancy specializing in brand strategy, brand identity, naming, brand innovation, packaging design and brand experience.[1]. The company is best known for the rebranding of American Airlines[2] and developing the brand for London 2012[3].

FutureBrand is also a member of McCann Worldgroup, along with global advertising agency McCann, direct digital marketing agency MRM//McCann, experiential marketing agency Momentum Worldwide, and public-relations and strategic-communications agency Weber Shandwick[4][5].

The company has 23 offices in 19 countries[6].

History[edit]

FutureBrand was formed in New York in 1999 by Interpublic Group, integrating the services of Diefenbach Elkins, Davies Baron and The Coleman Group Worldwide network[7][8][9].

In 2013, FutureBrand expanded their service capabilities by acquiring FutureBrand UXUS (formerly UXUS)[10], a retail and hospitality design consultancy, followed by digital experience agency Hugo & Cat in 2015[11] and product and innovation firm Speck Design in 2016[12].

Research[edit]

FutureBrand has undertaken research into the drivers of organisational and country brand perception strength. Since 2005 they have published the Country Brand Index to study perceptions of countries around the world in the same way that consumer or corporate brands are typically measured[13][14][15][16]. The ninth edition of the Country Brand Index was published in 2014[17].

The company also publishes the FutureBrand Index[18][19][20], a brand perception study of the PwC Global Top 100 Companies by market capitalization[21]. First published in 2014, the ranking re-orders the PwC Global Top 100 in terms of brand perception strength, rather than just financial strength[22][23].

Clients[edit]

FutureBrand has carried out branding projects for clients including Merck[24][25], American Airlines[26][27][28], London 2012[29][30], Lenovo[31], NatWest[32][33] and L'Occitane en Provence[34]

References[edit]

  1. "Brand New: Futurebrand's Future Looks Fuzzy". www.underconsideration.com.
  2. "An Inside Look at the American Airlines Rebranding 'Saga'". www.adweek.com.
  3. "london 2012 brand | Beyond 2012".
  4. O'Leary, Noreen (February 28, 2013). "Fast Chat: McCann Worldgroup's Luca Lindner Says advertising is about 'risk, tears and smiling'". Adweek.
  5. "Futurebrand : Advertising and marketing profile at Adbrands.net".
  6. "Contact us". 2015-09-09.
  7. "Interpublic Forms FutureBrand as New Global Consultancy".
  8. Canedy, Dana (1999-04-20). "THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Interpublic Forming a Brand Group". The New York Times.
  9. "DEDB change to FutureBrand". 1999-04-15.
  10. Montgomery, Angus (October 23, 2013). "FutureBrand buys Dutch retail consultancy UXUS".
  11. "IPG's FutureBrand acquires Hugo & Cat to ramp up digital capabilities".
  12. Tadena, Nathalie (2016-04-15). "FutureBrand Buys Speck Design in Bid to Broaden Services". Wall Street Journal.
  13. Adams, Tom (2011). "The FutureBrand Country Brand Index". International Place Branding Yearbook 2011. pp. 92–101. doi:10.1057/9780230343320_8. ISBN 978-0-230-23963-0. Search this book on
  14. "Top 25 Country Brands".
  15. "Tokyo 2020 Welcomes Results of FutureBrand's Country Brand Index|The Tokyo Organising Committee of the Olympic and Paralympic Games".
  16. "Switzerland Jumps to #1 as Brand US Falls Further into Decline; UAE, Chile and Malaysia Ranked as Potential Leaders in 8th Annual Country Brand Index (CBI)". www.cnbc.com. October 24, 2012.
  17. "Japan Tops 2014 Ranking of the Strongest Country Brands".
  18. "The Companies with the Top Global Reputations Make Drugs and Gadgets". 2015-07-24.
  19. "Eight years after Lehman, perceptions of bank brands may be improving". 2016-09-19.
  20. "The Changing Face of Tech". October 22, 2018 – via YouTube.
  21. "Global Top 100 companies 2018".
  22. "FutureBrand Index 2018: The Rise of the Purpose Brand".
  23. "'Future proof': Chinese spirits company Kweichow Moutai takes second place in 2018 FutureBrand Index".
  24. "Merck launches makeover in brand battle with US namesake".
  25. "Good Vibrations". www.underconsideration.com.
  26. "An Inside Look at the American Airlines Rebranding 'Saga'".
  27. "American Airlines Rebrands Itself, and America Along with It". 2013-01-22.
  28. "Brand New: My Kind of American Exceptionalism". www.underconsideration.com.
  29. "#aoty12: Branding Agency of the Year - FutureBrand".
  30. "London 2012 brand | Beyond 2012".
  31. Bradley, Diana. "Motorola's VP and CMO Jan Huckfeldt on the brand's future". www.prweek.com.
  32. "New Natwest logo uses 1968 symbol for rebrand". October 4, 2016.
  33. "Cubically Cubic Cubes". www.underconsideration.com.
  34. "Client File - Jamie Taylor - DesignCurial". www.designcurial.com.


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