What will the future look like? Flying cars, food in pill form, or something else completely? In a rapidly changing society, it’s pretty hard to say; after all, we live in a world which many describe as VUCA—volatile, uncertain, complex, and ambiguous. This, of course, presents quite an interesting set of challenges for designers. But no matter what the future brings, Marie-Thérèse Cassidy, Executive Creative Director of FutureBrand admits: there’s never been a better time to be called “FutureBrand.”
The way we experience brands today is vastly different than when Marie-Thérèse began her career twenty years ago. She described the “Stop, Engage, Persuade” method used to catch a consumer’s attention (Stop), connect with them on a deeper level (Engage), and then convince them to make the purchase (Persuade).
