Branding for the Future?

I'm not really thead busy with thinking about what the future is going to hold. I think every company always will need an identity or a law or good branding. And i mostly think of between marks like the futureist now, that we should design for now. Because if we design something, let's say, futuristic, like we can save an oye, but it doesn't work now,. then i think we should serve the people right now. That's also going to help the company more.