VUCAH, the Volatile, Uncertain, Complex, Ambiguous and Hyperconnected environment 

The pandemic has affected companies and organizations in different ways. For some, it's a change that has made little difference, but others have been ill-prepared for a transformation that is particularly noticeable in the change of ecosystem, especially digital and online business.

But whatever the preparation and the way of dealing with transformation, organizations will last if they have the capacity to anticipate and prepare good responses, to take safe risks, to look at the market, to see what is happening and to row a little in the opposite direction to the majority. If they maintain a brand in the market that is capable of differentiating and building loyalty.

To build this brand, you need to invest in a communication strategy. Not a communication that assumes it knows what customers want - 69% of consumers say that what brands communicate is irrelevant because brands are still too focused on selling. We need a strategy that tells a permanent story, a story that involves the brand and the organization's products or services.

There is no magic formula for knowing what an organization should do or which path to follow. The most important thing is to think about and build a brand's identity over time.

And Volatile, Uncertain, Complex, Ambiguous and Hyperconnected environment (VUCAH) - VUCAH is an acronym for the English words Volatility, Uncertainty, Complexity Ambiguity and Hpyperconnectivity - requires an open field of vision to make the business strategies that build this identity.

The VUCAH environment requires brand communication above all, not product or service communication. Creating a brand, an identity and ensuring that the company's entire offering has a certain connection to that brand identity. Through the names of the products or services, through the stories that are created around them, building a narrative around the brand.

A strategy that focuses above all on the brand, the history and identity, the reality of the company. A strategy with those who know how much it's worth and how best it handles communication.