It's the question that's on everyone's lips. We map out the role for brands and brand experience in building a brave new world.In this episode:We wrap up Season 1 of the Total Experience Podcast a.k.a. 'Brand Experience in the Age of Corona' by looking at what brands can do to shape our uncertain future in a positive way. With Richard Cable.A frame of referenceThe hero's journeyThe region of supernatural wonderThe Spanish Flu of 1918, the Wall Street Crash of 1929 and the global protests of 1968 all rolled into oneA world facing economic catastrophe, global pandemic, racial injustice and inequalityPlanning for total victoryWhy it's not ridiculous to talk about brand experience at a time like this.Constructive thinkingSeismic changeHistory's horrible precedentsShaping the world for goodThe bandwagon is the place to beBrands and social progressCourageous individuals and grassroots movements - George Floyd and the humiliation of Donald TrumpThe purpose of a brandEmbracing, normalising and amplify positive change. Brand purpose is still bollocksCreating bandwagons of our ownBranded cynicismAligning what you do and what you sayRevenge spending and the slump to comeLockdown easing and rising optimism"Revenge spending"Government debt and small to medium business meltdown

Where brands add valueEnterprise value and powerful brandsRecklessness of neglecting your brand

Why brand experience is so important: brand, people, touchpoints and creativeBrandDigital transformation and innovationThe inherent dangers of short-termism and neglecting your brandAdidas as one to watch

PeopleRadically altered customer demographics - new skills, asymmetrical effects, the positive effects of lockdown

TouchpointsReweighting your brand ecosystemThe rise of social commerceThe re-rise of AR and VROnly as strong as your weakest touchpoint

CreativeCrises and creativityCreative red herringsGlitz and glamour vs grit and grimeThe birth of the anti-hero Smashing shibboleths

SummaryThe positive role for brands in unfucking the worldBeing on the right side of historyThe engine of recovery