The Role of Foresight: Why “Future Proofing” your Brand Requires a Fundamental Shift in Approach

A talk by Will Begeny
Head of Brand Marketing, Facebook IQ, Meta

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About this talk

As marketers, we spend a lot of time focused on insight. The aim is to frame what we’re selling into something more meaningful, more memorable. But when it comes to long-range investments in brand strategy, we see that commitment matters. And as culture becomes more matrixed and complex, and people look to brands for integrity and truth and higher order meaning, it becomes increasingly difficult to navigate change while staying roughly the same at the same time. So rather than talking to you about finding a better insight or figuring out how to be more salient and memorable in culture, today we ask a different question: Is your long-term strategy built on the realities of today, or the likely conditions in the future?

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