In the age of digitalization, the speed of transformation is rapid, and this dynamic pace of change makes it difficult to predict the future. However, when anything is possible, nothing is certain—resulting in a certain sense of disorientation. Therefore, a different perspective on the future is necessary, especially in brand development. The focus is less on making the most precise possible forecasts of future developments, and more on actively and effectively shaping the future. The consequence: in brand development, the past, present, and future must be consistently linked in order to develop brands holistically across the temporal dimension, thereby ensuring credibility, relevance, and differentiation. In the branding process, it is therefore essential to determine how a brand’s past defines its present, and how these two elements (past and present) together enable the brand’s future.