Why is the role of brand in business transformation so important, and how does it support companies? The brand connects with all employees and customers; it provides orientation and certainty in turbulent times.

This is a massive pillar of support because no company these days is safe from volatile economic circumstances, constant challenges, competitive pressure from globalization, and the advance of digitalization. Leaders and employees face countless change and transformation processes, where the brand can also take on a central position.

Nevertheless, its power is still frequently underestimated. Companies often rebrand when faced with particular challenges or seek to refresh, reposition or grow their brand but do they use the right strategy, channels, and processes? By default, many companies and employees speak only about what they make or do, yet this hardly addresses a customer need or addresses the root cause of their problem or shows them a clear strategy for solving it.