Branding is not only about advertising anymore, but about the whole identity of the organization. From its business positioning to the employees retention, social responsibility and its core values.

Technologies and societies challenges are heavily moving the focus of marketing and brand from products’ selling to value proposition. Because of that, the ability to differentiate and remain attractive will be entirely dependent on the shaping of strong purpose and a new mindset based on experimental initiative and horizontal leadership able to embrace the change and move the organization to the next level.