This content first appeared on Skift.com
Chris Nurko, the global chairman of FutureBrand Worldwide, spoke earlier this month at the Skift Global Forum.
Nurko’s talk “The Rise of Smart Design in Travel,” drew upon his company’s experience as one of the world’s leading creative consultancies for brand expertise to explore how smart design will inform the future of travel.
Drawing from real-world examples, as well as the Jetsons and Wall-E, Nurko laid out where brands are meeting the evolving needs of travelers and where they fall short. “They forget that the brand is as important internally as it is externally,” he told Skift earlier this year. “And it isn’t about words and pictures, but rather it is about ideas, experiences, affinity and actions.”
Over the next three weeks, we will publish in full the presentations and interviews from the Forum. To follow along as they are added, bookmark this page.
His talk is in full below.
Chris has worked over the past 25 years across all sectors in the area of Brand Strategy and Marketing for Corporate, Consumer and NGO Brands around the world.
A passionate innovator, Chris believes in the power of creativity to define the future through branding. In particular, Chris is a lead practitioner in Corporate Vision and Purpose strategy.