Change is a constant -it’s the context within which brands are made, defined, and must grow. This has never been more true than now –a statement made on the heels of constant, unprecedented, and accelerated change -feels less philosophical and more tactical than it has in years past. As we close the book on 2022, we thought it appropriate –even necessary –to make an educated bet on the themes that will define 2023. If one lesson resonates from the last few years, it is that great brands are born at the cusp of big inflection moments.And in what can often feel like a winner-take- intro. all ecosystem, the need to get the foundations right cannot be over-emphasized. Exceptional, era-defying brands have the “The four most dangerous words in following in common – the English langauage -this time it’s • Singular Vision–One north star. They rally different” - Sir John Templeton their entire organization across operations toward a shared goal. In a turbulent environment with many shifting • Agility –With a crystal clear direction in priorities, brands need to keep the above in place, remaining nimble is of the utmost mind, and leverage the data they have on their importance, both in terms of bringing customers to make informed, timely decisions. newness to market, and pivoting messaging This helps them deliver resonant, richer strategically in response to shifts in experiences that forge deeper consumer customer feedback, attitudes, and relationships –in fact, CMOs citeconsumer behaviors. expectations as the #1 driving force behind brand strategy. • Consumer at the Forefont –Finally, bringing With that in mind, let’s dive in on our bets for consumers along with them on the journey 2023. to create a holistic brand universe.