For many companies, the instinctive reaction to poor results or flattening brand value is to hit the panic button: we need something new! Whether it’s a fresh proposition, a flashy marketing campaign, or the latest tech stack, these quick fixes only offer mental relief. New stuff rarely addresses a root cause. Instead, they often lead to inefficiency and burnout.
The real solution? Step back and start working on a brighter, more strategic approach. Understand your position in the market, gain deep insights into your customers, and stay in touch with societal and economic shifts. Focus on building a resilient brand for the long term—one that delivers immediate results and drives sustainable growth.
Where you are right now doesn’t matter. Whether navigating a full-blown crisis or experiencing rapid growth, you can take steps forward at any moment. The key lies in your mindset—your willingness to show leadership defines all. Navigate insecurities, repair missed opportunities, and start training yourself and your team to be in control.
Growing brand value is core to business development. Thinking like a consumer brand is key for product and service development, operational strategy, and organizational culture.
The research underscores the importance of this mindset. As industry case studies show, brands with consistent long-term investment grow their short-term revenues faster than brands focused solely on activation. Strong brands are three times more likely to recover quickly after a funding dip or market downturn because their brand equity protects them from short-term shocks.
Today, many companies are searching for a new kind of growth, not only serving the needs of customers and shareholders but also building value for communities and future generations. These new norms can make you grope in the dark or take it to your advantage, so do not focus on all the latest that will come to you. Look at the bigger picture and see how others jump on the next bandwagon.
I firmly believe that you are in control. Even better, you have the power to start building a more imaginative approach—today.
