Marketing touches many different areas of a business and in the future it's clear that the problems companies face are no longer siloed by business unit. Be it a bank, a courier company or a retailer, many legacy brands now claim their core competency to be technology. In that context, all businesses are essentially technology brands because technology now influences just about everything we do and sell. Organizations must take a multi-pronged approach to the way they problem solve and doing so requires not just involvement by the marketing team but by the entire executive suite. Rubina Shaikh, founder of Centered, discusses an honest, thorough and effective re-discovery of a brand's purpose. This isn't about conventional organizational or corporate culture audits and change management strategies…this is more like brand therapy.