Brands are the main building block of our economy and one of the main opportunities to enter into a relationship with customers. Therefore, 2b AHEAD chose to look closely into the evolution of brands until 2030 in our next study The Future of Brands. In this Future Analysis, I wish to share the initial findings and outline some of the main developments that arose from the indepth interviews with the 18 experts, that are either renown leaders of the industry, leading decision-makers in innovative brands, or out-of-the-box independent thinkers willing to fundamentally challenge the linear perspective, ensuring a 360° perspective on all relevant issues.