22 December, 2020 | Posted in Point of view

FUTURE PERFECT // Today’s thoughts to plan the future

Future perfect is the time of possibility, the time for vision, the time used to make project. It is the uncertain space in which the action is projected forward, laying the foundations, today, of what we would like to happen tomorrow.
Thoughts of today to plan the future.



At the beginning of lockdown we didn’t know how to use time.
Then, we started to appreciate it and now that we permanently regained our time would we be willing to lose it again?
The future belongs to all solutions (goods, services, formats) that will allow us to preserve our conquest.
In defense of lost time.



Brands will be increasingly characterized by their social role. Consumers and the public are expecting new products and services able to match new life styles but, more importantly, clear and bold positions on the main issues concerning the future: sustainability, integration, rights, health. CSR as a meaningful and real commitment, not simply declared. Time to define a new reason why.



“There are three responses to a piece of design: yes, no, and WOW! Wow is the one to aim for.” (Milton Glaser)
Wow, it’s not just the ability to surprise for a moment.
Wow is the talent to shape something which is not shaped yet, to crystalize a message, an idea, a feeling.
This is what an icon is meant to be: a powerful message embedded into a unique and memorable sign.



The digital revolution – accelerated by circumstances -has permanently changed the conditions of retail. Two macro trends are taking place: the digitization of the physical stores and the humanization of virtual shops.
Both proceed in the same direction: a Brand journey increasingly integrated and holistic.



Workspaces, as we have designed them till now, will no longer be suitable to cope with new ways of working that lockdown has dramatically boosted.
Smart spaces for smart workers.


Smart working growth, unstoppable development of e-commerce, new delivery systems, increased environmental sensitivity, 5G technology, the threat of new viruses. Will these and other elements get us out of town?


A brand language is positively nourished when is contaminated by codes far from its own world. By disrupting its own category rules, the brand declares its distinctiveness and uniqueness, while setting the pace. Cross-fertilization is creatively generative!



The future predicts scenarios that seem to be in contradiction. The tendencies, even opposite, will not be mutually exclusive. They will add up together. Sensitivity will be needed to perceive contrasts, overlapping needs, seeming inconsistencies.
As a result of true listening and proximity to consumers,
Brands will be called to choose their own position.



We awaken – from a kind of forced hibernation – to a strong need to look forward and to the responsibility of doing it having learned something important. On-going processes have been speeded up. Inertias have been broken. We need to build today the competitive advantage of the future, with the courage to ride, push, anticipate sensitivity, needs and changes. Innovation is the only key to strengthen the position.

10. GIFT 

From Fleming to Elon Musk. From Bill Gates to Pope Francesco. Many have supported and sustained the importance of making significant discoveries available to all, in order to foster progress to the advantage of all humanity.
In these times of sharing and solidarity,
can “giving up” the authorship of some ideas make us richer?


Overt or subconscious, health is now an everyday preoccupation.
People will reassess products and services according to whether it enhances or diminishes their health.
Good for your body and good for everything” will be more and more relevant.
Products and processes need to be good and sustainable too.
Health is the new wealth. Every business becomes a health business.


More and more businesses are called up to digitize.
But being digital requires a paradigm shift. Not just a new website and e-commerce but, rather, the definition of a new business model.
New frames in which real and virtual find new integration.


There is a need to bring respect back to the centre: respect of the human being, of nature, of life. It is time to rethink processes in an ethical way. Brands are called to be the promoter of a new culture of social respect culture. “Without exploitation” becomes the most important ingredient.

14. FLOWS 

The way of moving within a space and the purchase flow must be redesigned. Clear and guided routes will allow customers to move around the store, reducing congestion and contacts for a more relevant and personal experience. Same spaces, new flows.



Facing a proliferation of content, we have learned to select news and verify the authority of the sources. Under the pressure of unprecedented competition, the most authoritative newspapers and magazines have launched campaigns that focus on the “truth” as value. Is the Brand the new guarantor of information?



From pre-sales and after-sales service to packaging, payment methods and presentation. Every element can be a sign of continuity and consistency with respect to the positioning of the brand. Every detail of the delivery builds the Brand Experience.



Mobility, work, shopping, office, home, experience.
In this time of emergency, we do some trials, experiments, attempts. Some of them have worked, others have not. However, nothing will be the same anymore. Crossing, contamination, compromise, experiments and tailor-made solutions are the keys. The future is hybrid.


During the global emergency, technology has been an important ally.
Yet, pushing forward some of us, it has become an entry barrier for others.
“Blind and ignorant”, technology facilitates and excludes at the same time.
It’s up to humans to guide it by ethics and it’s up to Brands to guide it towards inclusiveness.



The success of governments, institutions, companies and brands in the future will be linked to their ability to be ambassadors of a new leadership style. Leaving behind outdated role models while joining the culture, values and life of common people is becoming necessary. Promoting a new culture of trust, collaboration and well-being is now a must.
This is the time for empathetic leadership.


Concerts with no audience. Virtual museums and exhibitions. On-line festivals and events. Historic buildings in #3D. In its moment of greatest crisis, #Culture has seen a growth and a spread thanks to new fruition ways. With Ideas Worth Spreading, TED Conferences was the first brand to demonstrate that a blended model (on-line and off-line) is possible. Applied to culture, such a model could create an advantage and even trigger a positive growth in the index of cultural contagion..



While we are called to respect distances, Brands are called to be ever closer to consumers. By creating new and different opportunities for interconnection with and between people. Tuning into real needs of this specific moment, offering extra services, opening a listening channel that there was not before is now mandatory. Brands need to fulfil of meaning the empty space of distance.

22. TRUST 

After price, it is the 2nd purchase driver. The most ancestral and deep of feelings is built one day at a time with concrete actions: Sustainability, Respect, Commitment, Efficiency, Transparency, Dialogue, Listening. Trust is the real measure of the Brand’s value.



Brands invite you to smile. They help you in difficult times. They follow you in your progress. Because the brands of the future will continue to provoke, always with a smile. Optimism with rebellion.


Just 2 years ago Philip Kotler and Christian Sarkar’s Brand Activism was published. In just two years, the evolution seems clear: brands not only must understand and anticipate needs, desires and sensitivities. They should have the ability and attitude to quickly adapt to fluid scenarios of a multifaceted and ever-changing society. New space to the concept of “responsive responsibility”.

25. 2021 

We have been talking about the future all year long.
Now it’s time to stop talking. Just stay, listen and get inspired.
2021. In the best mood for shaping a brilliant new year.
Click and listen to our 2021 – FUTURE PERFECT SOUNDTRACK playlist on Spotify

1 TIME Time Pink Floyd
2 BRANDS Signs Drake
3 MILTON GLASER Man in the long black coat Bob Dylan
4 RETAIL Downtown Petula Clark
5 WORKSPACES The office theme Michael Scott fan club
6 IN OR OUT Healing  inside-outside every side Buckethead
7 CROSS FERTILIZATION Ee are the world USA for Africa
8 CONTRADICTIONS Ebony and Ivory Paul McCartne
9 ACCELERATION Speedway at Nazareth Mark Knopfler
10 GIFT Free spirit Khalid
11 HEALTH Heal Tom Odel
12 PARADIGMS Once in a lifetime David Byrne
13 RESPECT Love di Jonh Lennon
14 FLOWS The rest will flow porcupine tree
15 INFORMATION Magazine  Editors
16 DELIVERY Delivery Babysmashble
17 HYBRID Innuendo Queen
18 TECHNOLOGY  Automaton Jamiroqua
19 EMPATHY Wouldn’t be nice Beach boys
20 CULTURE Elegia Paolo Conte
21 FILL THE GAP Closer Kings of Leon
22 TRUST This must be the place Trevor Green
23 SMILE POWER Ylang Ylang – FKJ, (((o)))
24 RESPONSIVE RESPONSIBILITY  Nterini Fatoumata Diawara
25 2021 Stay Alive José Gonzales

Margherita Anania