In B2B (and In B2C), the origination, evolution or transformation of a brand is driven by any numn er of factors: M&A, market dynamics, portfolio expansion, competitive threat or opportunity. But often, the work done to make or re-make a brand is undertaken as its own “ringfenced” activity, with insufficient thought given to how brand expression and design systems live over time across all aspects of the business. Or how the brand will be activated, from brand to demand, from master brand to the entirety of a company’s go-to-market. Tricia Weener, CMO of global leader KONE and formerly CMO of HSBC, joins Meg Beckum, Executive Creative Director of brand consultancy Elmwood, to discuss how a holistic approach to brand drives greater impact with far less likelihood of the brand “breaking.”