Morgenbooster: Brand strategy in a complex world

Brand strategy in a complex world — how transition design is reshaping the way brands define purpose, create change, and prove impact. Jonas Haugaard and Morten Øhlenschlæger from 1508 share how 26 years of brand strategy practice has evolved through four distinct eras — from product-centric design to transition design. They present their 4D toolbox, including experience design, business design, futures design, and the Transition Journey Framework, and show how these tools help brands move beyond perception toward real systemic change. Four client cases — Drakonheart, Lillevirke, Ophav and Dankort — illustrate how core narratives, manifestos, shift cards, and Three Horizons exercises translate strategy into concrete action. If you work with brand strategy, purpose-driven design, or organisational transformation, this Morgenbooster is for you. CHAPTERS 00:00:00 - Welcome and Introductions 00:01:01 - If Your Brand Disappeared 00:02:51 - Agenda and Context 00:05:01 - History of Brand Design 00:09:32 - Brand Strategy Toolbox 00:13:03 - Transition Design Mindset 00:15:09 - The 4D Design Model 00:20:19 - Applied Transition Toolbox 00:26:22 - Case Study: Drakonheart 00:32:07 - Case Study: Lillevirke 00:39:22 - Case Study: Ophav 00:43:24 - Case Study: Dankort 00:48:44 - Designing for Change 00:51:07 - Q&A and Closing Speakers: Jonas Haugaard & Morten Øhlenschlæger, 1508 Enjoyed this talk? Subscribe for more. Connect with us:   / 1508-as     / 1508dk