As a brand, you need to be and stay relevant. Start from a strong core, use it as your basecamp for continuous development but stay true to it. This core is your vision, mission and values. It’s what defines your identity, it’s what makes you ‘yourself’, and when used consistently, it’s your ticket to Disneyland.

At the moment it’s hard to imagine, we know. But arduous situations, even like the one we are facing today, provide the right soil for long-term impactful changes for companies, teams and people. It is precisely the appropriate time to re-think how you are running your business and to create new foundations for growth.

A brand with a strong purpose acts from this core as a starting point for everything. And that’s exactly the difference: it can’t be about ‘purposeful marketing’ and brands claiming to be purposeful without taking real action. It has to be about behaving as a purposeful brand, in everything you do, every single day.