In this episode of The Pivot, we chat with Rubina Shaikh, a seasoned business strategist and champion for forward-thinking strategies. In 2015, Rubina founded Centered, a practice dedicated to working with cognitively diverse co-creators to support individuals and organizations to uncover the best parts of what they are, why they do what they do, and practical steps for moving forward in a very uncertain world.
In the last few years, we’ve seen many legacy brands, be it a bank, a courier company or a retailer, claiming they’re now a technology company. Brands are re-assessing and re-discovering who they are, what they do and how they do it at unprecedented levels. It’s not the most differentiating stance, since all businesses are essentially technology brands, given that technology now influences just about everything we do and sell.
In this episode, host Ken Evans and Rubina discuss how organizations can create more cohesive brand images that their entire team can own while projecting authenticity. Rubina delves into her experience as a problem solver for various brands, and how marketing touches man different touch points of a business.
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