Skift Take

We like Nurko's real-world approach to prognosticating.

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.

Read more: 4 Top Quotes About Smart Design in Travel From the Chairman of Futurebrand

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Tags: branding, sgf2014, skift global forum

Photo credit: Chris Nurko, Global Chairman of FutureBrand, at the Skift Global Forum in New York City on October 9, 2014. Skift

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