Cover image for The future of brands : twenty-five visions
The future of brands : twenty-five visions
Clifton, Rita.
Publication Information:
New York : New York University Press, [2000]

Physical Description:
xv, 112 pages : illustrations ; 27 cm
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
HD69.B7 F88 2000 Adult Non-Fiction Central Closed Stacks

On Order



In a world of increasing information overload, brands offer us the means to both simplify and enrich our lives. So, as society becomes ever more complex, what will the world's greatest brands of tomorrow be? What are the issues facing today's greatest brands as they enter the 21st century? And from what unexpected quarters will successful new brands emerge?

The Future of Brands offers the insights of twenty-five international opinion-formers on these questions and more. From the guardians of some of the greatest brands of today, including BMW, Reebok, Procter & Gamble, Samsung and The Body Shop, to commentators as diverse as Deepak Chopra and Spike Lee, the contributors paint a compelling picture of the role of brands over the next twenty-five years and the factors crucial to their success.

Lavishly illustrated, The Future of Brands is essential reading for anyone interested in the future of brands and branding.

Table of Contents

Acknowledgementsp. iv
Introductionp. vi
About the bookp. vi
Brands todayp. vii
Emerging trendsp. xiv
Twenty-Five Visionsp. 1
Howard Schultz - Starbucks Coffee Companyp. 3
Karl-Heinz Kalbfell - BMW Groupp. 7
Will Hutton - The Observerp. 11
Mike Clasper - Procter and Gamblep. 15
Marieke van der Werf - New Moon PRp. 19
Paul Smith - Fashion designerp. 23
Thomas Carr - Surf championp. 27
Sepp Blatter - FIFAp. 31
Rita Karakas - Organisational development consultantp. 35
Geoff Lamb - The World Bankp. 39
Steve Jones - University College, Londonp. 43
San Jin Park - Samsung Electronicsp. 47
Patrick Gournay - The Body Shopp. 51
Lynne Franks - Communications consultantp. 55
Kyle Shannon - Agency.comp. 59
Sir Michael Perry - Centricap. 63
Spike Lee - Film makerp. 67
Lee Clow - TBWA Worldwidep. 71
Sandra Dawson - The Judge Institutep. 75
David Puttnam - Enigma Productionsp. 79
Graham Mackay - South African Breweriesp. 83
Jorge Cardenas - National Federation of Coffee Growers of Colombiap. 87
Jo Harlow - Reebokp. 91
Gary Lyon - Consumer healthcare consultantp. 95
Deepak Chopra - Chopra Center for Wellbeingp. 99
Conclusionsp. 103
The future of brandsp. 103
Ten observations on brand futuresp. 104
The age of the leader brandp. 109
Appendix The world's most valuable brands league tablep. 110
Indexp. 112