The brands of tomorrow must be more human, more real. They must behave like people. They must be passionate, they must fight, apologize and speak their mind. Management plays a fundamental role in making them possible. But in an environment where skepticism is expected, a brand must live up to its internal values before communicating them and must at all times provide evidence showing it can deliver on its promises.
Brands, trends & society
by articulating your narrative and evidence internally and externally.