We’ve got to stop treating brand as an abstract concept
As cynicism takes hold and cheap copycats multiply, being memorable is no longer enough. Nobody wants a brand that dances to the daily discourse, pushed around by the wind. Being a wallflower is worse. Brands must connect meaningfully with culture and community, or they’ll lose relevance fast.
Brand meaning is earned by deploying clear values, a worldview resonant in the public consciousness, and tangible action to pursue it – all rooted in your core business.
Brand meaning matters for business
It’s a cost-effective path to tangible results:
Builds deeper customer relationships that last
Boosts employee engagement & recruitment power
Sparks breakthrough media attention & organic reach
Generates new leads – and Gen Z brand advocates
Strengthens reputational fortitude and resilience
Creates potent influence & impact in the public square
Our approach enables your brand to stand out – without getting singled out.
Who is Big Future?
We founded Big Future to unlock opportunities for our partners at the nexus of business, advocacy, and culture.
Our unique experience includes senior leadership roles within many of the world’s most meaningful brands – The North Face, Rivian, Lyft, Patagonia, Google & New Belgium Brewing among them – plus top roles for U.S. presidential campaigns, governments, nonprofits, coalitions, and agencies.
Our work has consistently driven credible impact, sparked cultural resonance, strengthened influence and reputation, built resilience for the next crisis, and supported sustainable financial growth.
We blend communications, brand strategy, advocacy, partnerships, and reputation management to connect brands with culture, causes and community.
Adam Fetcher
Co-Founder
Eric Raymond
Co-Founder
How Big Future can help you:
-
Foundation Building
Clear & compelling mission, vision & values
Landscape Analysis
Smart cultural, political, and competitor analysis
Insights & Watchouts
Insights to uncover opportunities – and risks
Worldview Discovery
A proven method to extract your worldview
Narrative Development
Seamless linkage between brand & worldview
-
Business Integration
Plans to reinforce business strategy
Product Integration
Concepts to use product to carry your message
Relationships
Credibility with outside orgs to guide & protect
Impact Programs
Strategies to deepen your commitment
-
Message Development
How to speak so audiences will hear
Storytelling
Strategies for breaking through in media & more
Audience Participation
Levers to drive deeper engagement
Cultural Jujitsu
Provocative ideas that address cultural anxieties
-
Agenda Building
The change you seek – clear and focused
Employee Engagement
Means to connect more deeply with employees
Advocacy Platform
A durable, consistent strategy for advocacy
Advocacy Campaigns
Integrated strategies that inspire collective action
Executive Profiles
Thought leadership that moves the needle
What we do
A proven process to help you find your brand’s footing and step into the arena with confidence
Find your focus
It’s not easy to make the complex simple, but there’s a sweet (and sometimes elusive) spot where your core economic engine connects with urgent needs in society. Finding it requires deep analysis, insights from key stakeholders, and an extra-sensory understanding of culture and communities. That’s where we excel.
make it meaningful
Credibility means contributing meaningful value to the movement through direct support for frontline groups and communities. Once you’ve tied your brand to the right advocacy terrain, it’s time to invest in impact – with our expert guidance. This is your foothold to relevance with employees, customers, media, and more.
mobilize & Activate
When you tap into a genuine need, everything clicks into place. Turn a few simple dials within your organization to get your advocacy platform moving – the first steps are the easiest and most energizing. The result drives business growth, consumer and employee engagement, and buckets of goodwill.
build your
advocacy platform
Achieving the benefits of a focused, consistent and durable advocacy strategy requires – and builds – credibility. For businesses, credibility demands humility, relationships, real commitment (even if modest, at first), and sweat equity to show you’re here to stay. The result? Beloved brands with emotional and cultural resonance.
ingredients for successful advocacy:
1. agenda
What change are we trying to make?
Should be tightly focused and relevant in the news and public discourse – and it must connect with a bright line to the brand’s core business and product.
2. action
What direct value can we bring to frontline groups?
Can include philanthropy, product donations, creative resources, influence, marketing space – or, ideally, all of the above.
3. amplification
How can we act as a megaphone for the movement?
Strongest if we demonstrate a willingness to use high-priority channels typically used for selling.
4. engagement
How can we get our audiences involved?
Includes plans for how customers or fans can join us on an ongoing basis, and get activated during campaigns and/or flashpoints.
Get in touch
Let’s talk about your advocacy aspirations – and/or anxieties! We can help.