Scenarios for 2009+


If you recall, there was an earlier post about a scenario matrix for 2009+ that I created with Oliver Freeman and Wayde Bull. The scenario matrix was originally created to look at the future of brands but it seems to have a resonance way beyond this area.

A good example is a slide that I saw recently from a Belgian research company that was investigating the implications of the current financial meltdown. The slide (used here with permission) appears above and has striking similarities with the previous matrix, which appears again below.

See what you think.


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2 Responses to Scenarios for 2009+

  1. Elisabeth says:

    Could you tell me where you found the Belgian slide ?
    I’d like to have some more information about their research…

    Tx !


  2. Richard says:

    Hi Elisabeth,

    It came from Dean Harris at Synovate.

    Thanks for reading!!!


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