With the rise of artificial intelligence, we are in a transition phase that will impact the way we work, live and communicate. To lead the market in the new era, brands must focus on the opportunities - rather than threats - that these changes bring. It's essential to take a clear position and choose what your brand stands for.Companies that don't respond to these changes risk becoming forgotten names, like Kodak, V&D and Schoenenreus. It's important to make your organization flexible enough to move with the changes. This doesn't mean following every trend - it means having the agility to adapt to changes beyond your control as a business. At Kemari, we use our own model to visualize a shared vision. This model has four elements that we apply:

1. Identifying shifts and emerging mindsets, especially long-term trends and short-lived hype that influence your brand.
2. Defining the target group and their needs, which is relatively straightforward. However, continuously emphasizing the 'what's in it for me' question is challenging.
3. Formulating differentiations and unique selling points by translating external segments into an internal focus.
4. Determining the values and personality you want to convey by creating and building the right image.

By applying these four elements as pillars, you can formulate a shared vision that guides both internal and external efforts toward the future. All tasks and communications should reinforce this vision in order to continually strengthen your position.The biggest challenge is living your brand vision internally. Employees must adopt the vision, lifestyle and mindset to succeed. With artificial intelligence, tasks will become more efficient, and distinctiveness will increasingly lie in human character to build loyal relationships. This opens doors for innovation, collaboration and communication.In summary, embracing change - by preparing for opportunities, clarifying your brand position, adapting quickly and partnering strategically - will allow you to thrive in today's disruptive environment. Are you ready to reinvent your brand for the world of tomorrow?

The biggest challenge is living your brand vision internally. Employees must adopt the vision, lifestyle and mindset to succeed. With artificial intelligence, tasks will become more efficient, and distinctiveness will increasingly lie in human character to build loyal relationships. This opens doors for innovation, collaboration and communication.In summary, embracing change - by preparing for opportunities, clarifying your brand position, adapting quickly and partnering strategically - will allow you to thrive in today's disruptive environment. Are you ready to reinvent your brand for the world of tomorrow?