Science-fiction buffs have an easier time taking to a new tool for the care and nurturing of brands: scenario-building. Fans of the genre are used to imagining different possible futures, based on what's happening today and what might happen tomorrow. For the rest of us though, there's more of a learning curve. But the results of a scenario-building project we conducted at Saatchi & Saatchi Advertising on the future of brands in the retail environment make it worthwhile. Scenario ...
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