Hosted by legendary brand experts Larry Light and Joan Kiddon, Futureproof Brands is a podcast for marketers and C-suite professionals. With expertise derived from years of global experience on the client side, at ad agencies and as consultants, their provocative insights on current brand news provide authoritative, mini-case histories analyzing brand-building strategies that educate, engage and entertain. Futureproofing is not foolproof, but an integral step in generating enduring profitable growth. Brands cannot forecast the future. Brands must create a future in which they will win