Brand leadership in global economic headwinds

Calista Chikanya

Calista ChikanyaAdvertisements PERIODS of global economic expan­sion tend to reward speed, ambition and scale. Organisations grow, markets forgive mistakes, and brands benefit from momentum rather than meaning. Yet when economic headwinds emerge, characterised by inflationary pressure, rising interest rates, currency instability, supplychain disruptions, and slowing growth, the foundations of leadership are tested, and the strength…

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