Climate change, resource shortages, and demographic changes pose growing challenges to companies and institutions. More than ever, they need to take a stance and assume social responsibility. To move from knowledge to action, an overarching vision, clear objectives, and the right strategy are needed. Especially in disruptive times, more and more people are asking "Why?". A meaningful purpose creates trust, provides orientation, and consolidates efforts. Only with clear values is identification with a brand and acting in the interest of the brand possible.

Brands. In a digitized and globalized world, therefore, every physical brand experience must seamlessly extend into the digital and virtual dimension. In a digitized world, shared experiences that work consistently in physical, digital, and virtual spaces create a new form of community. This must be perceivable for customers and employees alike: sensory, consistent, and distinguishable.

The new way of working requires a new work culture. A culture that places people at the center. New Work must be developed from the culture of the brand. Innovation, diversity, and new leadership are important pillars in this process. This strengthens the integration and attachment of employees at every point of the employee journey. Especially digital work often leads to physical distance. To prevent distance from turning into estrangement, companies and institutions need a strong, lived culture. This also contributes to winning the battle for current and future employees in the "War for Talents." Brands must also offer relevant additional value as employers. This involves culture, communication, cooperation, and the suitable physical environment for work.