Editorial: Brands and our times

Abstract

Despite their economic contribution, and despite their ability to reassure on quality and consistency in a volatile world, over the last year or two brands have been under more scrutiny and pressure from the media and global public opinion than ever before. Great brands need to show clarity, consistency and leadership. That is clarity of vision, purpose and values, and consistency in the way these are applied, wherever in the world, though whatever channel and whatever category the brand extends into. But in many ways, leadership will be the most important of these characteristics in the future.