Articles
Strategy, brand, AI integration, and growth — written for leaders who would rather think than react.
Central and Eastern Europe is a €243 billion tech ecosystem with 56 unicorns — yet no institution has ever studied how companies in the region build their brands. We analysed 150+ sources across five countries to understand why.
78% of organisations now use AI in at least one business function. Yet only 6% are genuine high performers. The difference is not which tools a company has access to — it is whether those tools are deployed with strategic intent.
Brand strategy is often treated as an act of faith — harder to justify than a media plan, easier to cut than a campaign. The research says otherwise. The financial case for brand investment is, at this point, overwhelming.
84% of global marketers say they are confident in their ROI measurement. Only 38% actually measure the full picture. That gap — between confidence and accuracy — is costing brands more than they realise.
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