Ashish Verma, Global Head of Creative and Bloomberg Media Studios.Businesses across industries are navigating an increasingly uncertain landscape. Economic volatility, evolving trade policies and a renewed focus on efficiency are reshaping how companies operate and compete, leaving brands grappling to realign in an era of shifting priorities.
How brands respond to these changes, whether they lean in or retreat, will determine their relevance and success in the months ahead.
For business-to-business (B2B) brands, the stakes are especially high. Fear of alienating customers and pressure from investors often paralyse decision-making, leading companies to avoid risk at all costs. But inaction comes with consequences.
Research shows that 96 per cent of ma
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