Key figures 04 06 Revealing the Havas rebrand 08 Sitting down with Christian de la Villehuchet, Charlotte Rambaud and Thom Newton to find out about updating an iconic brand MANIFESTO 12 PORTRAITS OF PURPOSE14 , 30 , 42 A QUESTION OF BELONGING 16 Why does belonging make for such a powerful brand strategy? And how are brands tapping into this intrinsic human desire to feel part of something bigger? GOES SXSW 18 THE NAME GAME 20 Conran Design Group Strategy Director Jonathan Fineron why naming is so integral to brand identity CASE STUDIES 22 , 32 , 44 Centrefold 24 MEANINGFUL BRANDS 2023 26 THE FUTURE OF SELF 28 Social media, VR, avatars: they all challenge our notion of what it is to be human. But what does this technology mean for our sense of self? CSR HAVAS IMPACT+ 34 WARC 36 PROSUMER REPORT 38 MISTAKEN IDENTITY 40 According to LinkedIn, nearly half of brands are mistaken for a competitor. But which are going against the grain and turning heads? 46 3