Growth is human, it’s natural, and it’s as vital to businesses as it is to people. But in today’s global market, growth is increasingly multidimensional and holistic—it’s about getting creative and strategic, and using brands to drive the development of products, services, and experiences with the customer at the core. And that takes understanding the true nature of your brand and its relationship to business growth.

Brands are the way people interact with and experience businesses. But brands are complex because they are created by complex organizations, where it requires everyone and everything to work together in order to create—and live up to—people’s expectations. When brand leads the creation of an organization-wide experience, it can be used as a strategic and driving force that brings business strategy to life.