How to Build a Future Ready Brand

Is your brand ready for the future? Being a future-ready brand is about more than just hopping onto the latest tech trends. In this episode, we hear about what marketers can do to keep their brands ahead of the game. We welcomed Mitch Duckler, Managing Partner at FullSurge & Bestselling Author of The Future-Ready Brand and The Indispensable Brand, to share insights he uncovered in his research.

Full Episode Details

Mitch Duckler, as Managing Partner of consultancy firm FullSurge, is well-versed in what brands can do to drive and accelerate growth. And a big part of growth is looking forward to the future.

So how can you make your brand future-ready?

When writing his recent book, The Future-Ready Brand, Mitch interviewed CMOs from Fortune 500 companies to get their perspectives on new technology, audience expectations, and how they’re preparing for the future. We hear some brilliant insights into how CMOs at some of the top brands are experimenting with technology like AI and AR, and why they’re trending cautiously right now.

Mitch talks in detail about the differences in generations and how Gen Z, an important demographic for brands, prefers content that’s authentic, not polished, and brands with a clear purpose.

In This Episode:

• 2:03 - A background on Mitch, his role, and book
• 3:27 - The most surprising feedback Mitch received from CMOs
• 5:28 - How brands are balancing using AI with maintaining brand identity
• 8:13 - Why brands with a clear purpose are popular with Gen Z
• 10:48 - How brands are pivoting due to societal changes
• 12:57 - How brands are targeting different generations on different platforms 
• 15:28 - Why control has shifted to the consumer on social media
• 18:24 - How emerging technologies are helping brands meet their audience where they are
• 23:12 - What smaller brands can do with limited resources
• 27:14 - Mitch’s tip for anyone looking to become a marketer or social pro

Resources

• ICUC’s 2024 State of Data-Driven Personalization report
• Connect with Mitch on LinkedIn

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