Innovation Hub
An applied innovation lab focused on brands, strategy and market impact.
Focus
Brands and strategic marketing
Format
Applied innovation lab
Approach
Research, projects and collaboration
Impact
Business relevance and innovation
Lab Directors
Academic and strategic leadership connecting research, brand strategy, executive education and real business impact.
Lab Director
Head of Faculty, Porto Business School
Experienced Professor of Marketing with a demonstrated history of working in the education management industry. Skilled in services marketing, brand management, business planning, market research and leadership.
Lab Director
Principal, EY-Parthenon
Principal at EY-Parthenon, having over 20 years of experience in strategic consulting across several national organisations, while also having accumulated extensive experience in academia.
About the Lab
The Brand Futures Lab is an applied innovation lab focused on strategic branding and market impact. It connects research, experimentation and collaboration to transform knowledge into actionable solutions for real business challenges.
Key areas
Goal
Scalable solutions with measurable business impact.
The Lab translates research and brand knowledge into practical answers for organisations, territories and markets.
01 Mission
To position branding as a driver of organizational transformation, sustainable growth and innovation.
02 Vision
To be a leading reference in anticipating the trends shaping the future of brands, fostering leadership, trust and value creation models that drive lasting impact.
03 What We Do
We bridge knowledge, innovation and business practice to transform branding challenges into concrete, relevant and sustainable solutions.
Methodology
The Brands Futures Lab operates through an innovation-driven methodology designed to create real-world impact. This approach enables knowledge creation, knowledge transfer, and tangible market impact.
Identify critical business and market challenges.
Generate insights through research, think tanks, and industry collaboration.
Co-create solutions with companies, startups, researchers, and students.
Implement projects, publish frameworks, and create practical tools for organizations.
Initiatives
The Brand Futures Lab develops initiatives that connect applied research, executive education and regional brand competitiveness.
Applied research projects, branding studies, executive think tanks, whitepapers and annual industry insights.
Executive education programs in strategic branding designed for leaders, marketers and communication professionals.
A regional development initiative supporting SMEs, startups and institutions in strengthening brand competitiveness and international visibility.
Advisory Board
Co-Director of the Brand Futures Lab
Head of Communication & Sustainability at Natixis
Marketing and New Product Development Director at Vista Alegre Atlantis, SGPS