Understanding branding in an increasingly complex world with Stephen Barber, Chief Experience Officer, FutureBrand

In his article titled All Eyes On Us for WARC, Stephen Barber, Chief Experience Officer at FutureBrand, emphasises this challenge: 

National brands act as unofficial ambassadors of their countries, making the process of brand evolution both complex and critical. As the world changes, these brands must navigate the delicate balance between honouring tradition and embracing innovation.

Consider brands like the BBC for Britain, American Airlines for the US, or IKEA for Sweden. Though they operate in different industries, they all share a deep connection with their national identity. In the UK, Royal Mail’s failed rebrand to Consignia in 2001 and Tate & Lyle Sugars Golden Syrup’s modernised logo are prime examples of how public sentiment can turn against brand evolution efforts that misstep.

At FutureBrand, we understand that successful transformation requires more than just a fresh look—it demands a deep respect for the brand's heritage, coupled with the vision to lead it into the future.

Read the All Eyes on Us article here.