The Brand New Future – The Event

In May 2025, FreshBritain hosted a panel of Idealists and Realists, from Brands, Politics, Culture, Design & Media, to discuss topics outlined in Bob Sheard’s new book, The Brand New Future.

This covers the Future of Growth, the Future of Brand and Product Design, and tackles some tough questions:

– Did Brands die in 2020?
– Why is ‘Do’ more important than ‘Own?’
– Can brands exist without obsolescence?

The Brand New Future – The Book


Now at #3 on WH Smith’s business chart, The Brand New Future has been praised by leaders from Amazon Music, Central Saint Martins, Morgan Stanley, and One Granary as a “game-changer” and “one of the most important books of our decade.”

The book is available to purchase at Amazon or in person at Waterstones and WH Smith.

If you missed The Brand New Future Event, watch the recap video below and let’s discuss how to reactivate your brand for what’s ahead.