Future-proofing is a provocative expression to describe BB&A’s approach to preparing brands for the future. There are often early signals of what the future holds for a brand or category. We work with clients to identify these signals and translate them into strategic intent, work streams and programs of change.

The objective is to build an “adaptive competitiveness” into a brand’s DNA to help it do more than simply survive changes in consumers and technology. Our goal is to equip the brand to prosper from these changes.

Some of the questions we ask as input to our future-proofing work are:

Purpose: What business are you in? What is your brand ideal?
Audience: Whom do you want to appeal to in the future? What attitude will you display towards them?Functionality: What benefits/experiences do you deliver? What uses do you invent? How do you innovate?Aesthetic: What are your design principles? What 'brand legends' are you creating? What stories will you tell?
Enduring Appeal: Is your brand responsible for more than profit? What are your organization's social beliefs?