Long-term ethos: How brands can defeat short-term thinking

London – During The Age of the Long Near Preview Network Evening last week, LS:N Global senior journalist Rowland Manthorpe spoke to independent executive brand adviser Rasmus Bech Hansen about why long-term thinking should be a part of a brand’s DNA.

‘It is the only way you can build a brand,’ says Hansen. While many brands tend to focus on short-term marketing strategies, Hansen says that the most successful brands are those that are focused on brand-building in the long term, and not just on marketing in the present. He suggests that to launch an Immortal Brand, companies need to think of complex problems to solve, not just start out by building a brand for the sake of a product – the ethos is equally important.

For more on why people are innately long-term thinkers, and how to encourage long-term thinking in your company, watch the video interview above.

For more on our forthcoming Spring/Summer 2015 Trend Briefing, The Age of the Long Near, and to book tickets, contact Alena Joyette.