How to build a brand in the VUCA world

Available for over a year

For most companies, the pandemic has had far-reaching consequences. Established business models and proof-read plans became irrelevant, while growth reached an abrupt halt. In this volatile, uncertain, complex, and ambiguous (or VUCA) world, businesses are now seeking to make sense of newer priorities and economic patterns. A recent study of 100 CEOs in India indicates a stronger focus on purpose-led leadership after the pandemic’s business disruption. But how will this impact business branding and behaviour? Would passive adaptability score higher over aggressive marketing? In this edition, we ask how businesses can build and retain their brands in the VUCA world. Presenter: Devina Gupta Contributors: Harish Bijoor, brand and business strategy consultant; Mansi Tripathy, vice president, commercial lubricants, Shell APME; Nithin Kamath, founder & CEO, Zerodha