FutureBrand news, views & insights: August 2022
A happy accident
I'll start this month's newsletter with an apology for losing a link somewhere between London and New York last month. It was the link to the new podcast episode all about the changing world of finance – in case you missed it, here it is.
Suffice to say I'm not immune to making mistakes. That said, happy accidents can happen too. At the very start of the pandemic, I posted to LinkedIn an offer to repurpose my daily commute and offer my time to anyone who needs help with their brand & marketing, for free. It was an idea that quickly evolved into a social initiative, Thirty:3, I got all manner of messages, and I dutifully answered each and every one. Except that I didn't.
While doing a bit of an inbox tidy-up a few weeks ago, I discovered a couple of emails of encouragement and support for Thirty:3 left unanswered. So, more than two years later, I finally replied to thank them for their kind words, albeit belatedly and apologetically.
One of those emails turned into a coffee date.
Which turned into a branding discussion.
Which turned into a job offer: to join the team here at FutureBrand.
Who knew that an email reply more than two years late could reveal our newest team member, one month later?
Welcome to Jill, our new Strategy Director – you can read more about the news here.
From PayID to PayTo
A few years ago, we helped create the PayID brand to make it simpler for people to make payments.
Now here comes the next revolution in payments we’ve been helping to brand, namely PayTo – which has already been described as “an essential piece of the Australian fintech puzzle” with implications for everyday Australians “akin to the introduction of tap-and-go.”
Now, when you pre-authorise a payment from your bank account (much like you might have used ‘direct debit’ previously), you can not only see it but also control and change it. What’s more, this greater functionality will not only benefit consumers but also the full spectrum of financial institutions, fintechs, payment service providers, businesses, retailers and more.
It’s the latest in a series of brands we’ve built across the payments ecosystem.
First, the corporate brand strategy and identity for New Payments Platform.
Then, the brand strategy, name, identity and experience for PayID.
And now, the brand strategy, name, identity and experience for PayTo.
Not to mention our work in helping to create the brand for the new merger of BPAY, eftpos and New Payments Platform, namely Australian Payments Plus.
If you’re interested in going behind the scenes of creating the name for a brand like PayTo, feel free to have a listen to the NPP Soundbites podcast.
AFC getting results for Asian football
It’s been over a year since the new branding launched for the Asian Football Confederation men’s, women’s and youth competitions.
Contrary to common perception, football is a huge passion point in Asia. In fact, 1 in 2 football fans around the world live in Asia – and there are more fanatics in China than in France, Germany, Italy, Spain and the UK combined.
Our brief from the Asian Football Confederation (AFC) and Football Marketing Asia (FMA) was to create a branding ecosystem and connected portfolio of compelling brand identities that elevate them onto the world-stage – while incorporating distinct and uniquely Asian characteristics, enticing fans to connect more deeply with Asian football.
According to Turnstile’s Football Landscape Report, the new branding has been getting results for Asian football, having contributed to 14% market growth and 104m new fans across Asia. In Indonesia and Thailand, for example, more than 50% of all adults are now football fanatics (up from 33% and 38% respectively), and fanatics in China PR alone grew by 27% to 238m.
Reflecting on branding trends over the past 12 months
Time to reflect is a valuable thing.
Two years ago, I reflected on my own experience via Thirty:3 in the midst of the pandemic.
One year ago, on our employee experience at FutureBrand.
This year, what come to mind are changing trends in our clients’ branding needs.
When we compare projects, scopes and budgets year on year, a few key trends seem to be surfacing. Firstly, the comparison reveals an increase in stakeholder engagement levels. Secondly, an increase in brand management via Customer Experience (CX) and Employee Experience (EX) initiatives. Thirdly, an increase in the average budget per project.
I daresay these are interconnected and themselves reflective of not only the amplified importance attached to the role of brand – hence more stakeholders needing to be involved than ever before – but also its increasing value as a business driver.
Later this year, the 2022 edition of the FutureBrand Index will launch and it will be useful to have the opportunity to compare its global, strategic outlook with our own experiences on the ground in Australia.
That’s it for another month! Hope you enjoy reading and find some useful insights for your own businesses and brands. As ever, I’m be happy to hear all and any feedback – so please do comment, subscribe and share.