BestGlobalBrand2022Report—3IntroductionThere’slittledenying,wearelivingthrougharenaissance,aperiodintimewhenourunderstandingoftheworldshifts.Changeisperpetual;it’sthemodusoperandiinwhichwemustbuildandmanagebrandstoday—themacrolevelcontextinwhichbusinessexists.Humanitywilladvancemoreinthenextfiftyyearsthanithasinallofhistory—ashiftdrivenlargelybytechnology.Thisaccelerationwillfundamentallyshifthowweengagewitheachother,withbusiness,andwiththeworldatlarge.RenownedbusinessthinkerandleadershipscholarProf.RitaMcGrathargues:Biginflectionmomentschangetherecipeforsuccess.”Overthepast30years,wehaveconductedthousandsofbrandvaluationexercises,underpinnedbyourpr...