The next wave of strategy - with Sara Riis-Carstensen
Finding the sweet spot between brand and culture to build resonance
As part of our ongoing series “The next wave of strategy”, ReD partners Iago Storgaard and Filip Lau speak to Sara Riis-Carstensen, Head of Brand Strategy & Brand Management at Lufthansa Group, on how to find the sweet spot between brand and culture to build resonance. She also discusses the importance for brands to not just think about consumers, but widen the lens to think about the role a brand plays in shaping communities – what we call applying the “world lens” – and why imperfection is key to building relevance today in the context of AI-driven perfectionism.
Watch the video below.
THE NEXT WAVE OF STRATEGY
At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two lenses, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.
