As a strategic business platform, the brand would drive the company towards a new type of financial entity that is part its customer lives
The brands that transcend are those that achieve a dynamic balance between long and short term, rationality and creativity. Is your brand on this path?
For brands, it is important to be where their customers are, talk to them and learn from them but these actions are not accomplished only with digital transformations
Recreating a purpose not only starts from the company towards its external audiences, but also it’s the result of understanding external demands which drive the evolution of “why” the company exists
Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined
Only by understanding the patterns making up the essence of the brand itself can its abilities and potential be known
Constructing an aim, or owning a brand with a conscience requires leaders who can take this transformation forward.
Institutionally, the brand is evolving from being a management tool to become a corporate catalyst of the highest level strategy
Be global and local, collaborate and compete, explore and explode, align and break the inertia… achieve economic results, be sustainable and develop people. How are these dilemmas reconciled?