Dilemma of Modern Marketers: Effective Branding in a VUCA World

Abstract

Just like a lighthouse, the brand can help a company maneuver safely through the threats of the VUCA world. In ever-changing and increasingly competitive world, decision makers everywhere have one common objective—they chase constantly and that is, profitable growth. However, the world in which they pursue it is confusingly ambiguous and changing constantly. Security in decision-making and choices of actions are illusions. The world of corporate leaders remains VUCA and every new discovery or development makes their environment more volatile, uncertain, complex, and ambiguous. In this chaotic world, the need for simple solutions arises, solutions that reduce complexity. In the VUCA context, ignorance, arrogance and cynicism in assessments are not appropriate methods for being successful in this world. Today, those who are agile; able to decide and act are the ones who win, and those who lose that ability will perish. The VUCA world demands a great deal of adaptability. Although, leaders and employees desire consistency, clarity, and orientation, what they get instead is change. From an external disturbance and internal unrest to reiterating existing strengths and an internal attitude with meaning through the brand, a brand condenses the peak performances of a company into specific values forming a credibility framework.