In these uncertain times, any business needs to look at every means, every element to retain its position and survive – and, of course, ideally to thrive. This means examining every aspect of both customer and employee experiences, every innovation initiative and every opportunity for efficiency. The brand lens is quite simply the most efficient and effective way to organise any business, of any size and stage, and whether nationally or globally ambitious.
In this talk, speaker Rita Clifton takes a look at companies which have used brand thinking to make businesses work better all round. She presents cases and examples of smaller businesses as well as some of the world’s leading brands, from consumer to B2B, from established sectors to digital ninjas.