As the world’s leaders, thinkers and innovators begin to gather in Davos for the World Economic Forum’s Annual Meeting, the agenda is clear: we are living through an era defined by volatility, complexity and accelerated change. The five central themes of this year’s WEF: cooperation in a contested world, unlocking new sources of growth, investing in people, deploying innovation responsibly and building prosperity within planetary boundaries, are not just policy imperatives. They are the new reality for every C-suite leader and brand builder.
Drawing on the findings from BrandZ’s 20th Anniversary Global Report, which marks more than two decades of tracking the world’s most valuable brands, I want to offer a perspective on how brands can not only survive, but thrive in this environment, and why the C-suite must put brand at the heart of business strategy.
1. Cooperation in a contested world: brand as corporate diplomat
Geopolitical tensions, trade disputes and shifting alliances are now the backdrop to business. In this contested world, brands are more than commercial assets, they are ambassadors, capable of bridging divides and fostering trust across borders and sectors.
BrandZ’s evidence is unequivocal: strong brands consistently outperform the market, delivering superior shareholder returns and recovering faster from crises. The brands that endure are those that anticipate change, embrace reinvention and build coalitions - inside and outside their organisations. The C-suite must champion brand as a unifying force, investing in corporate diplomacy and cross-sector partnerships that can weather uncertainty and unlock new opportunities.
Treat your brand as your most valuable asset and your most effective diplomat. Invest in building trust, not just with consumers, but with stakeholders, partners, and even competitors. In a fragmented world, brands that stand for something bigger than themselves become platforms for cooperation and progress.
2. Unlocking new sources of growth: innovation with purpose
The search for growth is more urgent, and more complex, than ever. Frontier innovations in AI, biotechnology and clean energy are reshaping markets at breakneck speed. Yet, as BrandZ’s 2025 data shows, the brands that have added the most value over the past two decades are not just disruptors, they are purposeful innovators.
71% of the incremental value in the BrandZ Top 100 since 2006 has come from brands that disrupted their categories or themselves. However, disruption alone is not enough. The most successful brands: Amazon, Google, Apple, Microsoft, have continually reinvented themselves, stretching beyond their original product base and creating new value for consumers and society.
Innovation must be both relentless and relevant. The C-suite should empower teams to find new spaces for growth, anchored in a clear sense of purpose and consumer need. Don’t chase technology for its own sake; use it to solve real problems and create Meaningful Difference.
3. Investing in people: the human dividend
The future of growth is human. As AI and automation transform the workplace, the brands that win will be those that invest in education, skills and inclusive growth. BrandZ’s research underscores that trust, built through consistent delivery, customer care and social proof, is now more crucial than ever.
Brand is a contract: a promise to deliver consistently in exchange for the price. When brands keep that promise, they earn loyalty and advocacy. When they break it, trust erodes quickly, especially in a world where consumer perceptions are fluid and shaped by every experience.
Prioritise workforce resilience and equity. Equip your people with the skills to adapt and empower them to be ambassadors for your brand. Remember that every employee is a touchpoint, and every touchpoint is an opportunity to build or break trust.
4. Deploying innovation responsibly: ethics, equity and brand value
The rise of AI and other transformative technologies brings immense promise, but also profound responsibility. Worldwide, BrandZ’s Most Valuable Brands in 2025 highlighted how brands are using AI to accelerate innovation, personalise communications and optimise media. But there are also warnings of the ethical risks: data privacy, consumer trust and transparency.
The imperative for the C-suite is clear: develop a strategic vision for AI and emerging tech, invest in continuous learning and establish robust ethical guidelines. Responsible innovation is not a compliance exercise; it is a source of competitive advantage and brand value.
Balance speed with stewardship. Use technology to enhance, not replace, the human connections that underpin brand equity. Make ethics and transparency central to your innovation agenda and communicate your commitments clearly to all stakeholders.
5. Building prosperity within planetary boundaries: sustainability as strategy
Perhaps the most urgent challenge and opportunity facing brands is the need to build prosperity within the limits of our planet. BrandZ data shows that sustainability is a small, but rapidly growing driver of brand choice, especially among younger consumers. Over the next 15 years, the value of sustainability to BrandZ’s Global Top 100 brands could increase fifteenfold.
The lesson from the world’s most valuable brands is that sustainability is not a side project; it is core to risk management, reputation and long-term growth. The smartest brands are proactively integrating ESG into their strategies, finding ways to deliver value for business, people and planet.
Make sustainability a platform for innovation and differentiation. Identify where your brand can credibly lead and invest in actions and communications that are authentic and measurable. The brands that act now will be the icons of the next generation.
Brand leadership for a new era
The 2025 World Economic Forum is a call to action for leaders everywhere. The world is more volatile, more contested and more interconnected than ever before. As two decades of BrandZ data prove, volatility is not just a challenge, it is an opportunity.The brands that will define the next era are those that are Meaningful, Different and Salient. They will be led by C-suites who see brand not as a cost, but as a catalyst for growth, resilience and positive change.
As we look ahead, my message to leaders is simple: put brand at the centre of your strategy. Invest in your people, your purpose and your planet. The rewards, for your business and for society, will be immense.
Find more data-driven insights in the 20th anniversary edition of Kantar BrandZ’s Most Valuable Global Brands Report now available at www.kantar.com/campaigns/brandz/global
For a quick read on a brand’s performance compared to competitors in a specific category, Kantar’s free interactive tool, BrandSnapshot powered by BrandZ, provides intelligence on 15,000 brands. Find out more here.
