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Leadership → Engagement → Relevance So as brands set out
to expand our present
DIRECTION DISTINCTIVENESS PRESENCE
ALIGNMENT COHERENCE TRUST and future possibilities,
EMPATHY PARTICIPATION AFFINITY
AGILITY here are five priorities for
brand leaders.
Let’s rewind: our data shows seen as leaders at the forefront of
that the world’s most influential a transformation that transcends
brands activate a clear chain: their categories, sectors and
Leadership creates Engagement. traditional approach in order
Engagement creates Relevance. to take advantage of the
opportunity of what our post- First, see profit as a resource. Fourth, be accountable.
Where does this take us? At a time pandemic world can be like. At a time of income insecurity and Have your purpose as your north star,
of crisis of confidence and trust rising collective concerns, priorities but be clear on your ambition – i.e.,
in institutions, government and Brands that are thriving at the and needs are being reassessed. In what you’re setting out to tangibly
society overall, we must rethink beginning of this decade lead from high-consumption societies, frugality achieve in the next couple of years.
brands as acts of leadership. the future, engaging people in a will be embraced. Growth as an What is the best version of your
journey towards that future, and end in itself is being challenged. organisation at a given date, and how
Businesses that want to be relevant giving us the choice and agency to So, determine clearly what your are you actually going to measure it?
must fill in the void. They must be act according to shared principles. business’s role in the world might
credibly be, and then define how its Lastly, make moves, not campaigns.
profit and growth can be seen as This decade’s challenges need less
a valuable resource enabling your visions and communications, and
constituents to drive real change. more action and delivery. Your brand
manifests itself into much more
Second, pick your battle. than your customer journey – it is,
No single business can effectively in fact the way your business exists
lead the charge on more than a as a human experience for all your
single systemic issue. So be sharp, constituents. Rebuilding a fairer
focused and authentic when supply chain to is no less part of the
defining what your role in the world experience than, say, your channels.
and contribution can truthfully be.
Be crisp and clear on what your
societal enemy is, and what you
can realistically do about it.
Third, think arenas, not sectors.
It will be increasingly hard to
build strong communities around
products and services; much
easier to do so around fundamental
needs – like move, play, connect
and express. Categories and
technologies come and go; needs
stay and evolve. Define the arenas
you are actually competing in.
Best Global Brand 2021 Report 11
