Lee Selsick, working with Maccabi on predicting the future
The best way to predict the future is to design it
Lee Selsick has been predicting the future of some of the world’s most iconic brands for over 30 years. By working with Maccabi Australia in the launch of Maccabi Life, he is proud to now be part of the team shaping the future of one of the Australian Jewish community’s most valued institutions.
— Interview with Lee Selsick
When Lee founded Next, a brand strategy and design business, he did it because he wanted to make a difference - to change the world for his clients and, in turn, their clients, customers or stakeholders - whether it be in little ways or in giant seismic waves.
So, when he was invited to participate in the development of the Maccabi Life brand, he was delighted. “The new Maccabi Life initiative is very timely” he says. “National indicators are telling us that lifestyles are changing and health outcomes are declining for children and adults alike. The human, social and community costs are rising and we see an opportunity to contribute something meaningful to Maccabi’s new program - to really make a significant difference to people’s lives”.
“The branding process is a very powerful agent of change” Lee continues. “It gives people a single point around which to rally and can change cultures and behaviours in very significant ways”. Lee goes on to explain how the branding process works and how successful organisations implement these processes to create sustainable long term value.
He gives several examples of Next’s own clients that have achieved success. “The starting point is not material”, he says. “We have worked with start-ups that have gone on to public listings and, equally, with multi-nationals that have critical KPIs to meet. Either way, a considered brand program will add significantly to the outcome.
“The Maccabi Life process has been a classic example of how a brand should be developed. There is a strong strategic process behind what Maccabi Australia is doing and I am certain that this new program will make a significant contribution to Australia’s Jewish community”