We live in an upside-down world where the old rules no longer apply. Many call it a VUCA world—volatile, uncertain, complex, and ambiguous. Mass consumerism is being challenged by a new consumption paradigm as people are driven by new essentialism where things matter less and relationships, experiences, and self-being dominate all. In this new world, workers are restless, customers fickle, investors skittish, and the public has an appetite to cancel.

In order to rally customers—and employees—to stand behind a company and its path during all the ups and downs, leaders need to draw upon emotions as rationality will not carry the day. They have one tool at their disposal to do this delicate work—the brand.

Although often associated with marketing, brands are actually cultural icons that symbolically carry meaning. In just a nano second, they evoke common immediate meaning and emotions across all people. Think BMW, John Deere, Chanel, Apple, and American Express. In a world where everything is uncertain, brands can be trusted to stand true.

 …