Overview

Brand strategy is stuck - trapped in outdated models and marketing silos. Inhabit Brand gets it moving again. For decades, brand strategy has failed to evolve. Current approaches like purpose and positioning weren't built for today's complexity. The result: brands left strategically adrift, lacking both meaning and function, while organizations struggle to adapt, grow, and stay relevant in a fast-changing world. According to Interbrand, companies have lost trillions in brand value opportunity since 2000. Inhabit Brand: Enabling Brands for What's Next introduces a new way forward. Rooted in systems thinking, futures, and business design, it reframes brand as something to be inhabited across an organization - not just expressed in marketing. At its centre is a new strategic imperative: enabling possibility. With practical frameworks and examples, the book shows how brand can operate at the core of business strategy and become a true operating system for growth and change. It features four modes of enablement, the Brand Operating Idea (BOI), and systems principles. Readers will learn how to: Build brand strategy that is coherent and adaptive Use brand as an operating system for innovation and transformation Enable alignment across people and operations Design better systems with four modes of enablement Lean into complexity for greater capacity and generative brand value Make brand's value more tangible and measurable A guide for strategists, leaders, and brand-builders who know brand strategy should be doing more - and are ready to enable what comes next.

Full Product Details

9781069593306

Table of Contents

Reviews

""I had the good fortune to work with Esmé and experience her brilliance firsthand. In her book Inhabit Brand, she doesn't just challenge the conventions of brand strategy-she rewires them. This is not a book of frameworks and buzzwords. It's a deeply thoughtful, rigorously constructed manifesto for those who believe brand should be the engine room of the business, not its afterthought. Esmé shows us how to move beyond performative purpose to inhabit systems, enable futures, and design brands that actually matter."" Tony Chapman, Host, Chatter That Matters; Inductee, Canada's Marketing Hall of Legends ""Inhabit Brand is intent on achieving that elusive flow state for what purpose and promise should have represented in the professional world. Part-manifesto and part-clinical field guide, Esme has pushed out a fresh argument to the world on what brand should mean in 2025 - not vague and symbolic, or brashy and militant, but the espirit du corps for how business actually runs. If you want to be at the vanguard of post-modern brands, follow Esme's hard-won wisdom in Inhabit Brand"" Sean Moffitt, CEO, Cygnus Launhcpad Ventures. and author, Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace

Author Information

Esmé Rottschafer is an award-winning strategist, futures thinker, and founder of Inhabit Brand - a systems-based approach to brand, innovation, and business design. She has spent 25 years inside agencies, corporations, and consulting, working in the mess of brand and business and helping organizations navigate complexity while connecting meaning with function.Late-diagnosed and embracing her neurodivergence, she wrote Inhabit Brand: Enabling Brands for What's Next to offer a meaningful way forward for brand strategy - one that moves beyond purpose statements to something people can truly inhabit.When she isn't working, Esmé can be found creatively collaborating with her husband or slow living in Belleville - often in the company of her two cats, Hansel and Gretel.

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