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An interview with Adriana Liute about consistency and simplification in branding, about what it means to build an organizational culture, upfront values vs. behaviors, and the role of brands in society.

With more than 13 years’ worth of experience in advertising and branding at important agencies such as Green Pixel, Proximity and Arsenoaiei & Matasel, Ioana Proca is brand consultant & partner Storience. She talked with Business Review about the branding industry, the campaigns she admired last year, and about what she expects from 2018.

In 2018, the kind of strategy advertising planners are pining for might be happening in a branding agency.

Companies who design or adjust their business models to pursue both economic gain and social impact are set to win the race. Having this kind of “dual core” is a major avenue for relevant (and lasting) differentiation.

We’re seeing more opportunistic co-operation and co-creation as walls fall down between brands and customers, as well as between competing brands. Any ‘throne pretenders’ face two challenges. One is positioning. The other is power.

However fast the world seems to be changing, some things don’t, actually. Stefan Liute discusses how brand strategy acts as a point of reference among this maelstrom of change and keeps businesses on a steady path.

The branding game in private equity isn’t an easy one to win. Can the design function win over the hearts and minds of those responsible for yielding a profit?

If everybody had a say in everything around them, what do you think the world would look like? Would we still have running water? Or broadband internet? Or straight, level roads for driving a hundred miles per hour?

To paraphrase an iconic movie franchise, relationships are the final frontier. At their core, they are the way we mentally position ourselves in relation to others, both rationally and emotionally.

In 15 years of brand consultancy, I have had enough time to hoard a large bag of frustrations and another one of satisfactions. When I look inside each, some daydreaming about the future of branding is inevitable. Here are some insights, by 2050 I think…

It’s hard to figure out what a brand means on a daily basis. Remind yourself and your employees every day. That way, you can bring the brand to life.