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As Donald Trump's presidency approaches its second year, consumer brands are expected to have a higher-than-usual political profile in 2018, as consumers demand to know where they stand on key issues. That's the outlook from WPP's branding consultancy Landor, which just released its 2018 outlook for brands. While other issues such as Amazon's expanding influence and the role of new technologies -- especially AI, blockchain, etc. -- will be a big focus of branding next year, it is the heightened state of political discourse that remains the No. 1 factor, according to Landor's experts.
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November 29, 2017 at 11:30AM
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