Change Without Arbitrary Decisions: The Brand as a Strategic Anchor.

Disruption is the new normal. Markets are tipping, business models are changing at breakneck speed, and every new strategy promises the next growth rocket. However, those who focus solely on speed often overlook the real stabilising factor: a crystal-clear brand core.

This is precisely where Gunnar, Executive Director of UX Strategy at wob, comes in. In his latest article, he explains why strategies have an expiry date, while strong brands remain a steadfast vision. He outlines how companies can navigate turbulent environments with agility without losing substance—and what Kodak, Nokia, and others could have learned from this. Does this sound like the guidance you need? Then dive into Gunnar's perspective and discover how your brand core can become the guiding star through every wave of change.

Strategies Have an Expiry Date. Your Brand Core Does Not.

In the past, corporate strategies provided a sense of reassurance. They were designed for five or ten years, neatly packaged in presentations, and considered a fixed framework for action. Those days are gone.

Strategies have become transient. They are more fleeting than many would like to admit. The reasons are clear: digitalisation, technological leaps, global competition, geopolitical uncertainty, and so on. Markets are changing at an astonishing pace. The consequence: strategies need to be adjusted more frequently today. This change is not only legitimate but essential for survival.

But: Strategy Must Not Become Arbitrary

The risk is evident: those who frequently change direction run the risk of appearing arbitrary. Change must be understandable and communicable so that people can embrace it.

This is where the brand comes into play: as a strategic vision that stabilises a company even in turbulent times. Because its core remains constant.

The Brand Answers Crucial Questions:

• Who are we?
• What do we stand for?
• What role do we want to occupy in the market?

When you have clarity on these points, strategies can be adapted, renewed, and modified without the company losing its identity. Because the essence and vision are clear, and only the path to achieving them changes.

Lessons from Practice.

Companies like Kodak and Nokia did not fail because they lacked a strategy—in fact, quite the opposite. Both believed they knew exactly how to secure their futures.

Their problem was that they clung too long to outdated strategies. Kodak held onto its film business even though it had internally invented the digital camera. Nokia relied on its hardware dominance while the world was shifting towards software and user experience.

Ultimately, they lacked the courage to radically change their strategies while their old business models were still profitable. And because there perhaps was no clear overarching vision beyond short-term products and categories, they became blind to innovative thinking in the context of changing consumer habits and desires.

My Wake-up Call to Leadership.

Those who understand their brand and its essence as a vision do not lose focus amid change. Strategy is adaptable. The brand is the anchor.

Let’s be honest: when was the last time you reviewed the essence of your brand and your strategies? And asked yourself if they are robust enough to carry you through the next wave of change?

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