Legacy firms are challenged in many ways, but most of them own an underestimated asset: their brand. Other than the disruptors in this world, these companies need to use what they’ve built and connect it with what the future requires. As brands need consistency and evolutionary development over the years, the organizations behind them are often in need of more radical change in terms of their offering, culture, systems etc. Our approach uses the power of your brand as a guiding force and orientation for the future – protecting your identity in times of disruption and disorientation while fueling transformation at the same time. We call this brand-led transformation.