Different times call for different measures. A truth which definitely applies to premium brands. Which route will they have to take to stay meaningful in the long run?

With the world suddenly slamming on the slow down button, maybe the time has come to reflect on and even reconsider our former fast-paced lives.

It’s all fun and games until a pandemic hits your world out of nowhere. Suddenly “fake news” is more worrisome than ever and the only words we wish to hear are those formed and fact-checked by experts.

2020 is cancelled. And everyone is trying to navigate this new reality. Although the road is unclear, the long-term consequences of our actions have to be considered. As brands need to engage even more, the changing principles of authenticity and modern leadership will prompt future change.