Companies have a broad responsibility to their stakeholders, including citizens.
Owning a brand with a conscience requires leaders who can take this transformation forward.
The challenge is to be prepared to take to the next level, where the brand has to present itself in a renewed and relevant way, connecting to people more than ever before.
It is the determination of being greater, not in size but in demonstrating its conscience.
The brand, understood as a conscious platform which reflects a purpose, must be developed and evolve at the intersection among company and brand strategies, an innovative culture, an impactful marketing and a connected experience.