In this episode of Brand Matters, Rana Brightman, director of strategy in London, discusses how to maintain a position of leadership in a world that’s increasingly complex, volatile and uncertain, while elaborating on the value of brand purpose.

Rana Brightman is director of strategy in London. Follow her on Twitter: @rana_banana

Brand Matters is a video series in which our experts elaborate on topics ranging from branding to design to experience, all through the lens of simplicity.