Crises change outdated rules and develop new ones. They scare those who are not ready for this. Those who are ready for change are mobilized and inspired. But no one is left behind. After the pandemic, the era of a new brand has come - inventive, dynamic, alive.

Between 70 and 80 % of what is created today is produced with the help of the mind. So knowledge and innovative ideas are a great power today.

A brand must offer something unique. Making quality products is no longer enough, you need something else, some kind of wow effect - an additional guarantee, creative design, original service. Only then can you get what everyone dreams of - a temporary advantage. 

To avoid becoming a dead brand, you need to be a fast company. Move fast and move now. But you need to

 and be able to give people time to think, experiment, and exchange ideas. Otherwise, you can go in the wrong direction). 

Those who propose new strategies and approaches are successful.

Business requires creativity and intellectual input everywhere - in the creation of new products, in organizational and administrative areas, in marketing, in finance, in management. Innovations must be constant; you cannot do something and rest, you must constantly generate new ideas.

 It is open to mutually beneficial cooperation and is ready to enter into alliances even with competitors.

Goes one step ahead of the consumer. Strives to personalize products and services and differentiate customers.

It is aesthetically pleasing in everything - design, marketing, and customer relations.

It appeals to emotions, finding a response in people's souls.

He wants not only to make money, but also to change the world. The founders of Apple wanted not only to make money, but to change the world. And they succeeded.

You need to learn not only at schools and universities, but also at work, gaining knowledge from mentors

A successful brand can choose people and resources not based on geographical proximity, but by finding the best around the world. It looks for talented people everywhere. It values its employees and treats them in a personalized manner, developing individual incentive systems. 

It unites people through common values and culture, realizing that values are no less important to people than material well-being.

A successful brand should also represent a new approach to leadership. A new type of leader is not a tyrant, but a magnet for people, a motivator, a mentor. He is the guarantor of order, but he can also bring chaos to a stagnant swamp. You cannot be a leader sometimes. A leader is a way of life. A leader works as if he is constantly launching a new project.

A skilled leader understands the importance of experimentation and therefore does not punish mistakes.

A leader encourages people to be lifelong learners, including in the workplace.