The future of brand experience: Four scenarios to succeed in the “new normal”

Elena Yepes, Juan Isaza and Jorge Becerra

Using the Foresight Planning methodology, this paper looks at four scenarios for brands to succeed going forward, based on how consumer behavior has changed for the long term because of the pandemic.

Embracing uncertainty is COVID-19's biggest lesson. How should brands and agencies act today, tomorrow and forward to build the future’s brand experience?

This analysis, using the Foresight Scenarios methodology, aims to understand the key areas that will impact and influence the future in the next six to 24 months, into the post-pandemic era. The research went through three stages using Foresight, which makes it possible to address change and uncertainty in an informed way, analyzing the future in order to influence it.

  1. Scanning: For the three-month period between May and July 2020, this analysis reviewed a wide range...

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