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At the 2025 World Economic Forum, a panel of brand strategists gathered to examine a central question facing today’s purpose-driven companies: how can businesses scale without compromising their values? The session, titled “Scaling With Soul: Building Brands That Last,” featured insights from Payel Farasat (Chief Growth Advisor, FINCA), John Stanton (Investor, UniversalExport Ventures), and Jaxon Klein (Founder & CEO, Keyo), moderated by Nicole Enslein (Founder & CEO, Sublime Communications).
The discussion explored the evolving role of brand storytelling, cultural alignment, and leadership in shaping long-term, sustainable growth strategies.
Key Takeaways
Authenticity as a Strategic Lever
Nicole Enslein noted that successful brand narratives are grounded in clarity and resonance. Rather than focusing solely on internal goals, organizations should consider what truly matters to their audiences. A brand’s story, when aligned with its mission, can strengthen stakeholder engagement and loyalty.
Data Enhanced by Narrative
Payel Farasat highlighted the importance of using storytelling to contextualize data and outcomes. Clear, relatable narratives can help organizations communicate their social impact in ways that are more accessible and actionable to broader audiences.
Cultural Alignment in Growth Phases
John Stanton shared that rapid growth can expose internal misalignments if a company lacks a clear cultural foundation. Purpose, he argued, functions as a compass during scaling phases, helping leadership and teams remain cohesive amid change.Leadership Adaptability and Long-Term Vision
Jaxon Klein and Stanton both reflected on the leadership transitions often required as companies grow. In their view, effective scaling involves not only expanding operations, but also adapting leadership styles, investing in people, and maintaining focus on long-term value creation.
The session underscored a broader trend within ESG and business strategy: purpose and performance are not mutually exclusive. As investors, consumers, and employees increasingly seek transparency and values alignment, storytelling has become a critical tool—not just for marketing, but for growth and resilience.
ESG News coverage of the World Economic Forum was made possible by; FilmHedge, a leader in Film & TV financing.