At the heart of every culturally impactful brand is a wager on what the next 5, 10 or 15 years will look like.
Brand strategist, Jasmine Bina, is so right. Brands that have an impact start with a clear vision of how the world will be different when they are successful. And those brands "make it their job to inch toward that vision in every single action they take". She holds up Parsley Health as an example:
"Parsley Health is about functional medicine but if you experience the brand in any meaningful way, whether its logging into their patient portal, walking into a clinic, or following CEO Robin Berzin on social, you will see that they are betting on a very different kind of medical mentality emerging in the coming years among consumers.
"Parsley believes patients will become the new experts: proficient in their own health and wellness, talking from an empowered point of view with their medical providers, and open to exploring complementary therapies that combine mind, body and soul.
"Nearly all expressions of the Parsley brand are geared toward making this future a reality. Even though Parsley has great tech that makes the medical experience remarkably different from the usual visit to the doctor’s office, they rest their brand strategy on the changing user instead of their platform."
Article: There Is No Brand Strategy Without A Prediction