How to Build Brand Value: Lead culture. Be relevant. Recruit consumers massively.

In a context where change is rapid and complexity is increasing, the crucial challenge brands face is to maintain perceived value, and making relevance is a monumental task for marketing professionals. The saturation of new brands, categories, and consumer choices, coupled with decreasing attention spans and generational differences, creates a sense of uncertainty and volatility. Brands risk becoming invisible and losing value, dominated by price competition and facing limited advertising b...