Most indices of brand strength assess current and historical performance and perceptions. But global brands are dynamic and their strength shifts as each day passes, particularly as reputation ebbs and flows across the social web.
In December 2012, FutureBrand launched an innovative 12 month experiment. Inspired by the predictive potential of stock markets and consumer passion for brands, we created a unique online trading market for brands, allowing people to buy and sell brands as ‘shares’. Instead of looking at past performance as an indicator of future brand strength, we wanted to look ahead and speculate on what might happen next, capturing those indicators as a set of global brand forecasts.
The Future50 report offers an alternative view to traditional brand studies – one driven by momentum and latent potential. It combines activity in the Index with FutureBrand’s expert opinion and experience, and makes some broad forecasts about brand and category strength.