In the final episode of The 22nd Century Brand, a three-part series presented by DesignSingapore Council and the National Design Centre, global branding expert Hunter Tura discusses The Future of Brands.
While there are many uncertainties in the post-Covid 19 world, there are certain trends in the recent history that are exciting. Brands are now more participatory and responsive to inputs from and interactions with customers. Brands that succeed are the ones that have an empathetic relationship with customers, resulting in deep emotional connections that lead to affiliation and ultimately growth in sales.
These shifts in what we expect of brands today and in the future have led to a shift in the role of the designer too. The designer is now regarded more of an impresario, bringing together the right people and opportunities and synthesizing various inputs that are responsive to changing cultural and economic conditions.
The series is part of the #NationalDesignCentre thematic programming for the month of June 2020, which focuses on "Building Strong Brands".
