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BrandGuardianship Contents. What Do We Mean by Brand Guardianship? Insights5Business leaders concerned about climate changecan work to accelerate the green transition6Punit Renjen, CEO, DeloitteInsights from our research on Executive Leaders9Annie Brown, General Manager, UK Consulting, Brand Guardianship Index Methodology Top 25 Leaders15Top 100 Brand Guardians 202322 Brand Spotlights 25 e&Hatem Dowidar, GCEO, e& Our Services What Do We Mean byBrand Guardianship? Despite global geopolitical conflict, the modern world is digitallyinterconnected in a manner that would be incomprehensible to ourforebears. Both brands and leaders must harness the tool of digital This openness and democracy of online media makes the reputation ofbusinesses and their leaders inextricably linked. One of the biggest sourcesof online media in the West has itself seen turbulence in leadership andperception on the brand’s future this year. Leaders traditionally areappraised based on their stock price performance and annual profitability, David HaighChairman & CEO, A strong brand can lead to improved business returns in several ways. First,a strong brand can help a company differentiate itself from its competitorsand establish a unique identity in the market, which can lead to increasedcustomer loyalty and retention. This, in turn, can lead to higher sales andrevenue. A strong brand can also help a company command a higher pricefor its products or services, as consumers are willing to pay more for a This year, Brand Finance has invested more in researching andunderstanding customer perception of brands across the world than everbefore, with original research taking place in dozens of jurisdictions globally. If you want to help build a stronger brand, or if you want to betterunderstand the value of your brand, please contact the Brand Finance team The theme of the WEF this year is ‘Cooperation in a Fragmented World’.With the continued war in Ukraine and the resulting disruption of globaltrade, economies and corporations must remain agile and adaptable toprosper. At the same time, emissions targets and the ever-growing We are in an era of major transformation, but at least one thing remainsthe same; strong, influential leaders are an essential aspect of humansuccess. This year’s top Brand Guardian is hailed as one of technology’sgreat visionaries, Jensen Huang. Huang is renowned for his belief in thefuture of AI, and its potential to solve global challenges in areas such asclimate science, oceanography, sustainability and water resources. More Annie BrownGeneral Manager Consistently, the leaders featured in our Brand Guardianship ranking doone key thing well: diplomacy and stakeholder management. In our view,a strong leader is akin to a strong brand and therefore has positiveinfluence on all stakeholders of importance to the business. CEOs whopander to investors and disregard employee needs carve anunsustainable path. The leaders who balance the needs of investors, These views on leadership are founded in original research conductedannually, as well as experience advising clients on brand building. If youwant help to build a brand which meets the needs of all key Business leaders concernedabout climate change can work to Deadly floods in Western Europe, China, and south Asia, out-of-control fires inAustralia and the United States, and devastating drought in the Horn of Africa aresome of the extreme climate events that have severely disrupted the lives of millionsof people and many businesses and communities. The war in Ukraine has fueled Deloitte Global recently surveyed more than 2,000 C-level business leaders across24 countries to get their perspective on the climate crisis. The results are telling,particularly about the mental health implications of climate change. Some 65 percentreported feeling worried or concerned all or most of the time about climate change, Punit RenjenCEO, Despite alarm, Deloitte’s survey offered reasons for hope too. Most leaders (75 percent) have stepped up their sustainability investments overthe past year. More than half indicated that employee activism and the changing I believe they can harness that energy by embedding mitigation and adaptation The climate crisis and its damaging consequences are very much here. The climatetransition must be about more than reducing emissions of greenhouse gasses(GHG) and other mitigation measures. We will have to live with the realities ofclimate change even if mitigation measures stabilize global warming. So, adaptation As business leaders, the onus is on us to act now to prepare for the transition toa low-carbon future. Business strategy is the most important determinant of anorganizations’ direction, according to Brand Guardianship Index 2022. I believe This requires reimagining, reinventing and redesigning many of the day-to-dayexperiences of our lives, as well as how businesses and economies operate. Deloitte launched a WorldClimate st