Brand / Insights

What is a brands role in an anxious world?

23rd October 2020

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In 2020, in a year of turbulence so seismic in scale and rapid in the impact that the world is still computing the effects, the aggregate value of the Top 100 Best Global Brands has grown by 9%. Their total brand value exceeds $2 trillion.

For many businesses, what looms ahead is a quest for survival and recovery. For others, this is the time to re-imagine, championing a new age of possibility.

Abraham Lincoln is credited with saying that “the best way to predict the future is to create it“.

By setting out powerful ambitions and pursuing them with courage and conscience, brands can:
– help us lift our heads,
– make sense of chaos,
– and see beyond it,
– championing a new age of possibility.

The above is extracted from Interbrand Best Global Brands 2020 – What is a brand’s role in an anxious world?

Its explores that – Uncertainty fuels fear and to counteract fear – requires courage. Through courageous leadership – creates hope.

However, leadership requires engagement.

At times of crisis, brave leaders don’t just commit to a worthy purpose; they inspire others to join them on a shared journey and the Brands that thrive find relevance through dialogue, inviting co-operation and create a following.

In doing so – Our choices become meaningful and less fearful.

Read the Interbrand Best 100 Brands 2020 Report here

View Interbrand Top 100 brands here

For more branding articles click here



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