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From a creative point of view, brands can deliver their promise in a number of different ways. Choosing a particular path towards customer delight is no trivial task; in fact, it is often not receptive to rational solutions but calls for substantial amounts of intuition instead. To get a framework for innovation that is both grounded and radical enough to tackle sustainability challenges of the day, brands can start spelling out clear future scenarios reflecting macro trends currently at work. Strong, specific visualization of said scenarios makes possible futures credible and helps pick a winning strategy.