Download articlePeter Knapp
Global Creative Officer,
based in Landor LondonLulu Raghavan
based in Landor MumbaiLuc Speisser
based in Landor ParisEmma Beckmann
based in Landor MoscowJason Bice
Senior Manager, Verbal Branding,
based in Landor San FranciscoTrevor Wade
Director, Digital Marketing,
based in Landor San FranciscoMich Bergesen
Global Director, Financial Services,
based in Landor New YorkJessie Zettler
Associate Design Director,
based in Landor CincinnatiPeter Mack
Executive Director, Marketing, Greater China,
based in Landor ShanghaiKaren Attyah
based in Landor Cape TownMatt Kissane
based in Landor Moscow
How are brands adapting to the new normal? We asked
our experts to share their thoughts on what 2014 has in store.
You’ll find our forecast for nine key sectors in the pages that
follow—and we’ve also compiled a list of
10 more general developments that you’ll want to keep an
In every industry and geographic area we see brands
making the leap into a transparent, digitally savvy, socially
conscious marketplace where consumers have a stronger voice than
ever before. But even in our tuned-in, touchscreen-happy world, the
fundamentals still apply. To connect emotionally with customers,
brands must remain true to what they stand for.
Read our predictions for 2014 here or download them
from the iBookstore.
Once confined to the realm of sci-fi, wearable technology is not
only a reality for today’s consumer, it’s gearing up to be the next
gold rush in tech.
Several low cost carriers are offering more and more services,
bucking the conventions they helped establish. Will this new hybrid
model cause airlines to rethink their game plans?
To crack the code of doing business in China, Big Pharma needs
to better define its relevance, differences, and broader social
The most successful luxury brands in 2014 will be those that
employ sophisticated consumer segmentation techniques, invest in
experience-enhancing technology, and exploit digital and social
Beckmann and Matt Kissane
With the Sochi Olympic Games fast approaching, Russian
brands will benefit from a spike in international interest for all
There’s an exciting ride ahead as carmakers focus on multimodal
lifestyles, usage, functionality, and alternate transportation
by Jessie Zettler
Green packaging is coming of age, evolving to add perks well
beyond efficiency and waste reduction.
The challenge for financial brands is to adapt to simpler roles
as facilitators of staple transactions. Will they thrive in this
South African brands have begun embracing brand purpose by
incorporating it into every aspect of their businesses.
© 2013 Landor Associates. All rights reserved.
Illustrations by Junko Maegawa,
Cassia The, Woo Chung, and Stjepan Ilich, all of the San Francisco
office of Landor Associates.