Why every great brand needs an Odyssey

Few directors have a more recognisable signature than Christopher Nolan. Whether it's The Odyssey, his latest lauded release, Oppenheimer or Interstellar, you know a Nolan film when you see one, even though no two films are the same.

Writing for Campaign, FutureBrand London Design Director Matthew Crowley explores what brands can learn from that recognisability, and why the next era of brand building is shifting from ownership to worldbuilding.

As brands expand across products, services, platforms and increasingly AI-mediated experiences, success is becoming less about managing individual touchpoints and more about creating a connected, consistent experience wherever people encounter them.

From Figma and KFC to Amazônia, the piece examines how leading brands are moving from ownership to worldbuilding, creating richer experiences that build recognition, relevance and loyalty. 
 

Read the full article in Campaign.