A new world of macro flux has suddenly emerged from the old - a world where economic, environmental and geopolitical change have come together to destroy the previous stability and drive us into a state of almost constant low-level panic. A new world where meaning and truth are being challenged like never before, and the retreat to the safety of the past is in full swing. Brands must adapt quickly, and rethink their promoter instincts and become trusted partner brands in order to build deeper bonds with their customers, and drive advocacy. Advocacy is survival in times of macro flux, and to build true advocacy in the current climate brands must fulfil the three key needs of the customer in macro flux - be useful to me, be knowledgeable of me, be integrated with me.

2. THE FUTURE
STRATEGY CLUB
A Members Club For A Disrupted World

3. FUTURE STRATEGY
CLUB
BRAND MEANING IN THE
AGE OF MACRO FLUX
JUSTIN SMALL
FOUNDER OF
THE FUTURE STRATEGY CLUB

4. FUTURE STRATEGY
CLUB
SAY HI TO
MACRO FLUX.

5. The pace and ferocity of innovation means continuous
and rapid change is the only way companies will
survive the next five years in any industry.
LARRY PAGE - ALPHABET CEO

6. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
& THE END OF THE
WORLD
IT’S THE END OF THE WORLD
AS WE KNOW IT.

7. WE ARE FACING
GEOPOLITICAL
CHANGE.

8. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
ECONOMIC
UNCERTAINTY.

9. AND ENVIRONMENTAL
ARMAGEDDON.

10. FUTURE STRATEGY
CLUB
THE TIPPING POINTS ARE TIPPING.
*IllustrationbyDamienCorrell

11. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
IN LAYMAN TERMS…..WE’RE F#@KED.

12. Many people in the communications business
instinctively fear that they have been accessories to the
crimes committed by big business against our planet.
JON STEEL - WPP GROUP PLANNING DIRECTOR

13. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
*From Reclaiming Agency Report (2015) by Comms Lab
THE AGENCY HAS AIDED AND ABETTED
THE DESTRUCTION OF THE EARTH.

14. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
THE AGENCY IS TRAINED TO MONETISE
THE SHIT OUT OF EVERYTHING.

15. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
EVEN A ZOMBIE APOCALYPSE.

16. BUT IT IS ALSO BRANDS, THE ONCE
GREAT HOPE FOR GOOD IN THE WORLD,
WHO HAVE LET US DOWN.

17. Values are only values when they cost you money.
Howard Gossage - 1960’s Ad Man

19. NIKE STEPS UP TO THE PLATE AND
ASSERTS ITS VALUES.

20. BRANDS MUST PUT THEIR VALUES
WHERE THEIR MOUTHS ARE AND STAND
UP FOR THEIR CUSTOMERS AND THEIR
COMMUNITIES OR FACE EXTINCTION.

21. WILL THE BRANDS THAT WANT TO SAVE
THE WORLD PLEASE STAND UP.

22. FUTURE STRATEGY
CLUB
IT’S ADVOCACY
OR DEATH.

23. IN TIMES OF MACRO FLUX
THE DISRUPTED CUSTOMER SEARCHES
OUT STABLE SANCTUARIES OF MEANING.

24. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB
FAMILY
FRIENDS
BRANDS

25. In brands, customers want trusted partners that can
deliver purpose and meaning to their lives.
MARK PARKER - NIKE CHIEF EXECUTIVE OFFICER

26. ADVOCACY IS THE ONLY BRAND
CURRENCY IN DISRUPTED TIMES

27. FUTURE STRATEGY
CLUB
THE TRUSTED PARTNER PATH TO ADVOCACY
TRUSTMEANING ADVOCACYPARTNERSHIP
SHARED
MEANING
CUSTOMER
BONDS
CUSTOMER
RETENTION
+ +

28. FUTURE STRATEGY
CLUB
of consumers say that
loyalty is primarily
driven by Trust Increasing customer
retention by 5% can lead
to a 25%-95% increase
in company profits
83%
Rare “
“Harvard Business Review
Zuberance
Brand advocates spend
more than average customers
on favourite brands
2x
Deloitte
Customers referred by
other customers have a
higher retention rate
37%
of customers trust
recommendations from
people they know
92%
Deloitte
ADVOCACY IS SURVIVAL

29. Customer’s don’t buy brands any longer.
They join them.
JONATHAN IVE - APPLE CHIEF DESIGN OFFICER

30. FUTURE STRATEGY
CLUB
EVOLVING TOWARDS DEEPER BONDS

31. FUTURE STRATEGY
CLUB
THE BRAND ADVOCACY MATRIX
*ResearchPending

32. FUTURE STRATEGY
CLUB
THE BRAND ADVOCACY MATRIX
*ResearchPending

33. FUTURE STRATEGY
CLUB
THE BRAND ADVOCACY MATRIX
*ResearchPending

34. FUTURE STRATEGY
CLUB
THE BRAND ADVOCACY MATRIX
*ResearchPending
2000s
2010s
2020s

35. FUTURE STRATEGY
CLUB
DO SOMETHING
MEANINGFUL.

36. of millennials don’t trust
traditional advertising
84%
McCarthy Group
STOP BULLSHITING , AND DO
SOMETHING USEFUL.

37. BRANDS MUST BEHAVE IN NEW
WAYS TO SATISFY NEW NEEDS.

38. FUTURE STRATEGY
CLUB
BE
USEFUL
TO ME
BE
KNOWLEDGEABLE
OF ME
BE
INTEGRATED
WITH ME
CUSTOMER NEEDS IN MACRO FLUX
1 2 3

39. BRANDS MUST INNOVATE TO DELIVER
UTILITY, BUILD DEEP KNOWLEDGE
AND DRIVE INTEGRATION WITH
CUSTOMER’S DAILY LIVES.

40. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB“
UTILITARIAN
Brands are now measured not by their passive perceived
value as told through their marketing, but by their active
experienced value as shown through their usefulness.
BRANDS MUST BE

41. FROM SPORTS GEAR TO
TRAINING PARTNER

42. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB“
OMNISCIENT
Brands are now measured not by their ability to remember
their customer’s preferences and transactions in the past, but
by their ability to know their customer’s present and future
wants & needs dynamically in every moment.
BRANDS MUST BE

43. TOWARDS A WORLD CLASS PARK
EXPERIENCE THROUGH DATA

44. FUTURE STRATEGY
CLUB
FUTURE
STRATEGY
CLUB“
SYNTHESIZE
Brands are now measured not just by the quality of delivery of
physical and digital products/services, but by their ability to
integrate into their customer’s physical and digital lives and
deliver one coherent and synthesised experience.
BRANDS MUST

45. INTEGRATED DIGITAL/
PHYSICAL SHOPPING

46. FUTURE STRATEGY
CLUB
MACRO FLUX BRAND FRAMEWORK

47. FUTURE STRATEGY
CLUB
+ MEANING (THROUGH USEFULNESS)
+ TRUST (THROUGH KNOWLEDGE)
+ PARTNERSHIP (THROUGH INTEGRATION)
= ADVOCACY (THROUGH DEEPER BONDS)
THE BRAND ADVOCACY EQUATION

48. FUTURE STRATEGY
CLUB
AND THE NEXT
MACRO FLUX?

49. FUTURE STRATEGY
CLUB
BRANDS HELP US RIDE THE REVOLUTIONS,
AND THOSE THAT DON’T DISAPPEAR..

50. FUTURE STRATEGY
CLUB
BUT WHAT WILL GET US FIRST, KILLER
ROBOTS OR THE WEATHER?

51. A Members Club For A Disrupted World