Over the past 10 years the value within the business landscape has changed significantly – and profoundly. In these increasingly turbulent times people are looking for safe havens and security in the brands they buy and interact with. Enter a super league of businesses. These brands understand the role of brand as a form of leadership and have gone all in on trust to demonstrate that they can support customers’ emerging needs and can respond to their changing priorities and expectations. In this episode of AW360 I speak with Emma Ellis, UK Managing Director at Interbrand and Simon Morris, VP of International Marketing at Adobe about what the future holds as brands increasingly take on leadership roles within society.