Futurology: "Brands must also deliver!"

A major interview in the magazine Markenartikel with Kim Haußer, Prof. Peter Wippermann (Bonsai Future) and Dr. Hannes Fernow (GIM) deals with the question of how brands can deal with the rapid changes of today - and how trend and future research can support them in this.

The discussion will focus on the future of brand management and marketing in the context of the changing media landscape and changing consumer behavior.

Prof. Peter Wippermann sums up the central challenge: "We have been in a state of upheaval for around a year and a half that is more radical than we have seen in the last 30 years. AI can lead to an even greater fragmentation of society, as individuals become more and more isolated in their personalized bubbles. As we move towards hyper-personalization and individualization, brands need to ask themselves: Who am I and what do I want to stand for?"

In view of this challenge, Kim Haußer, Head of Bonsai Future, is clear: "Brands need to engage more intensively with social issues in order to remain relevant. This requires a holistic view of brand management that also focuses on the brand's contribution to society. Brands should be clear about their values and implement them consistently in all activities. At the same time, they must remain flexible enough to adapt to changes without betraying their core values." And Dr. Hannes Fernow emphasizes: "Companies cannot afford to just superficially jump on trends. This means that brands must also have an attitude in a world in which they are evaluated by consumers around the clock." Incidentally, the Values Index 1/2024 delves deeper into precisely these topics under the heading: "The divide in society stronger than ever. Attitude is needed now.")

If you are interested in what Augustiner Brauerei has done right in terms of modern brand management - and what the German automotive industry has done wrong - read the full interview in Markenartikel, the trade magazine for brand management published monthly by the Markenverband. And if you would like to know what our future research can do for your company, take a look at Bonsai Future.