PRAXIS 2026
Keynote address 3: The Influence Imperative: Brand Leadership in an Uncertain World Jo-ann Robertson, President Europe & Transatlantic Growth Leader, BPI Group
In #PRAXIS2026, we heard that reputation is defined by what lives in people’s minds – and that brand leaders must act before a crisis defines them.
In times of uncertainty – be it economic downturns, social upheaval, or rapid technological change, brands face a crucial choice: they can adapt and inspire, or risk losing relevance. The role of brand leadership gets topmost importance during such times, as leaders must navigate challenges while maintaining trust & demonstrating resilience. So how can brand leaders rise to the occasion? How can they lead with confidence and integrity when the road ahead is unclear?
This was the scenario discussed by Jo-ann Robertson, President, Europe & Transatlantic Growth Leader at the BPI Group, who joined #PRAXISINDIA 2026 as a Keynote Speaker. The topic she sketched out was “The Influence Imperative: Brand Leadership in an Uncertain World”.
Referring to the Nokia story, she pointed out that when the company was being acquired by Microsoft, its CEO ended his speech saying, “we didn’t do anything wrong, but somehow, we lost”. And, by 2012, they were gone. Here was a company that spent a century building a reputation of safety – and then came the downfall. Studying the storyline, she said it was its failure to adapt, which serves as a warning to us all.
Nokia was a respectable company that didn’t necessarily do anything wrong. However, it failed to adapt to the changing world and the growing power of its competitors. It missed the chance to learn and change, and ultimately lost the opportunity to make it big!
She was clear that being trained on a single message, makes sure that the job is over! Reputation, she explained, is defined by the content in people’s minds and not by the news they seek out.
Britannia, too, faced problems, she stated, and added: “Every brand has two footprints – one you pay for and one you don’t control – and the second one is winning.”
Reputation is the most valuable thing, and the most misunderstood when a crisis hits. “So, it’s not what you see but how you show up,” she disclosed, adding, “What protects you is what you say”. Brands, she urged, must also reach out to the people who shape opinion.
And how do you build reputation? Robertson stressed on four points:
- Evidence that stands up to scrutiny
- Perspective that adds content
- Ideas that challenge assumptions
- A brand that carries credibility
Understandably, evidence, perspective, challenge and credibility have to work together, she affirmed, emphasizing: “Shape the issues before they shape you!”
In a Q/A with Dhruv Talwar, AVP – Corporate Brand & Communication, Godrej Industries Group, she confessed that we are more single-minded about what you are trying to achieve and this is much more important.
Touching on brand footprints, she unfolded that “the conversation is how we can get other people to tell our stories, and we must make sure to spend the best time in these relationships”.
When should a brand insist on brand consistency? Her take was – “when it comes to brand values” everything should be a two-way street. And when questioned whether AI was creating a cost dividend, she insisted AI should be a ‘equality dividend’.
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