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"The next economy needs new narratives that build on real strengths, innovative ideas, and solutions. Visions of the future must connect to identity, values, and a sense of pride – otherwise, they won’t work."

“Future-ready brands must understand not just what drives the market, but what truly drives them – and what the world really needs.” The foundation of every brand is its positioning – what the brand stands for. In times of change across the economy, society, and the environment, “repositioning” is increasingly coming into focus. Brands must ask themselves: “What will we stand for in the future?”