The 50 Super Brands of 2021

www.theleadersglobe.com

Nov-Dec 2021

Nicholas Sergio Founder and CIO Banyan Wealth

Deanna D'Egidio Partner Harcourts Beverly Hills

Alex Duk Managing Partner Harcourts Beverly Hills

The 50

Glen Coutinho Partner Harcourts Beverly Hills

Brooke Coutinho Partner Harcourts Beverly Hills

Super BRANDS of 2021 Editor's Choice

Future Talk

Opinion

Leader's Perspective

7 Global Super Brands & Their Sustainability Efforts

6 Predictions for the Future of Speech-Recognition Tech in 2022

Market Relevance as Key to the 'Super Brand' Status

Living the Digital Nomad Lifestyle, Empowering Digital Fluency

The Leaders Globe

Credits

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The 50 Super Brands of 2021

- Publisher Mr. Rajesh Kendale - Editor Dr. Sonal Burghate - Senior Editor Zelen Silva - Co-Editors Suparna Dey - Picture Editor Manawa Deshmukh - Art Editor Ajinkya Pandit - Designer Harsh L. - Visualizers Nilesh, Sachin, Akshay, David - Art & Design Director Ankit kulkarni - Marketing Manager Om Naik - BDE Jessica Edwards, Neha Jain, Nupur Goel & Veronica Castellino - BDM Rohn Jamson - Database & Research Analyst Parth & Vaibhav Dakhode - Technology Consultant Pratik Dande

Editorial

Status Quo Disrupting Forces Super Brands Redefining the Industry

B

ecoming a Super Brand is not a task for the faint-hearted. Super Brands are products of a long-drawn process of hard work and dedication. Their growth trajectories exemplify a relentless drive to excel and out-perform the established market standards by leaps and bounds. Brands that aspire to one day achieve the coveted 'Super Brand' label must be willing to replicate this arduously challenging blueprint of diligence that's pioneered by the existing Super Brands.

In our current issue, we at The Leaders Globe Media cover ‘The 50 Super Brands of 2021’ as those pioneers, who have carved out an incomparable market niche by virtue of their industry-defying strategies and solutions. These Super Brands have worked towards leveraging the multiple technological boons to disrupt the status quo of the market in favor of a new tomorrow. Owing to their astute love for ingenuity, they have initiated the dawn of new beginnings for the industry.

By embodying a customer-centric approach, these Super Brands have cemented their market legacies. For them, creating products is not simply about innovating to beat market competitors, but it's rather about making easy solutions more accessible to customers.

Catering to the variegated needs of their expansive clientele is a top priority for the Super Brands covered in our current issue.

These Super Brands have become market-disrupting forces by achieving real material change that's substantiated with ace marketing strategies. They work to ideate and pioneer change, while simultaneously crafting optimized campaigns to popularize these novel ideations in the market. Without adequate branding tools and strategies, no aspiring brand can hope to ever reach the Super Brand status.

While maintaining market relevance, Super Brands are equally aware of the need to remain era-appropriate. This makes them tweak their strategies and offerings accordingly.

Moreover, they realize the need to embrace sustainability as an essential part of production in the 21st century. Taking responsibility for their actions, these Super Brands have made an effort to be consciously aligned. By responding holistically to the environmental needs of contemporary times, these Brands work for a cause. They play a significant part in paving the way for a greener future.

- Suparna Dey

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Brand of theYear

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Banyan Wealth Simplifying Wealth Management and Financial Planning for All

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Harcourts Beverly Hills USA

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Immedis

Brand of the Year for Auction Real Estate Services

The Super Brand Reconfiguring Global Payroll Standards

26

Aadyaa Communications The Branding & Marketing Super Brand Realigning Industry Standards

Carter Consulting Corp.

The Brand Making Equal Opportunities a Reality

34

Elements Global Services The Global Expansion Genie

In Home Personal Services The Ground-Breaking Home Care Super Brand

42

30 38

KSBC The Organization Encouraging Cooperative Growth in the B2B Segment

48

Letcampout The Brand Reinvigorating Our Love for the Outdoors

Phoenix Global The Super Brand Making Sustainable Business Growth a Reality

56

Shiftco Shipping The Logistic Genie Transforming the Global Markets

Trility Consulting The Super Brand Streamlining Digital Transformations

62

60

Trouw Nutrition Bringing Sustainable Innovative Solutions for Animal Nutrition

Women in Cloud Fostering Inclusivity in the World of Tech

46

52

68

Leader's Perspective Living the Digital Nomad Lifestyle, Empowering Digital Fluency

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28

36

Business

Editor's Choice

Future Talk Opinion

58

Articles

50

Leadership

66 Technology

Simplifying Wealth Management and Financial Planning for All

I

n folklore and literature, a Banyan tree has a deeply symbolic implication. Across cultural contexts, the mighty Banyan tree represents a sign of growth, happiness, and prosperity.

As the ultimate symbol of knowledge, wisdom, grit, enlightenment, and strength, a Banyan tree represents the perfect unity between holistic development, good health, and wealth. All these attributes represent the core values and tenets of a brand that's been redefining wealth management and financial planning over the last two decades. Banyan Wealth is the definitive embodiment of these values and canons. With offices in Red Bank and Toms River, New Jersey, and Suffern, New York, Banyan Wealth provides personalized, creative, and comprehensive wealth management and advisory solutions to individuals, families, foundations, and institutions. Due to it perceptive branding that represents its core values, brand promise and wide-ranging expertise, Banyan Wealth has become one of the most notable brands of 2021.

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The 50 Super Brands of 2021

Meeting the Brand Creator Banyan Wealth has grown into an industrial stalwart under the auspices and guidance of its Founder and CIO, Mr. Nicholas Sergio. Nick joined Raymond James in 2001 as a Financial Advisor and Registered Principal.

During his days at Pace University, Nick had the opportunity to serve as an accounting intern at Prodigy Corporation and Prentice Hall Information Services. This is where he gained great insights on complex accounting strategies by reporting directly to the CFO. With over 27 years of experience in holistic wealth management and financial planning with an emphasis on in-depth Macro Analysis, Nick helps provide a razor-sharp focus and direction to clients’ investment decisions.

During his 20 years at the company, Nick has been a member of the Raymond James Leaders Council eleven times and a member of the Raymond James Executive Council seven times.

He currently is the Registered Principal for the Red Bank, New Jersey office of Raymond James

Financial Services. He is also principal for his satellite offices in Toms River, New Jersey, Montclair, New Jersey and Montebello, New York.

Bringing a Unique Vision to Fruition Since the brand's inception in 2001, it has been guided on the path to providing clients with optimized financial care and expertise. Over the last two decades, Banyan Wealth has leveraged the ingenuity of various tech tools to blossom into the leading wealth management and financial planning brand it is today.

The vision guiding the company is a truly noteworthy one. The brand was ideated as a venture that would take a more personal and intimate approach to wealth management and financial planning. It sought to move beyond jargon-ridden complex discussions about investment ambiguities to embody a more empowering approach that would help clients holistically enjoy the lives they dreamed of living.

Banyan Wealth has been

committed to the principles of making financial planning as simplified and cognizable as possible for its clients. This brand identity was further enhanced and brought into the limelight in 2019.

Carving a Novel Brand Image Since Banyan Wealth is led on its path of ingenuity by a clear set of authentic values and principles, Nick felt the need to rebrand the venture in a way that adequately expresses its unique vision and mission. Inspired to rechristen the brand in a way that represented its distinct underpinnings, Nick opted for a term that would reinforce the brand’s allegiance to family, health, and the financial well-being of its clients. For him

and the company’s extensive list of clients, the proposed name needed to especially exemplify the importance of family, remaining true to its 20+ years of service that's being guided by a certain set of organizational values. This is how the company came to acquire a new corporate identity in the form of ‘Banyan Wealth’.

commitment to helping clients figure out their ‘why’ when looking for a customized financial plan. It is only by figuring out this ‘why’ that Banyan Wealth can help create personalized financial plans for their clients that will instill in them a renewed fiscal confidence along with a sense of security about the future of their families.

The word ‘Banyan’ has deep symbolic implications for the brand. While the strength that this word represents is symbolic of the company's astute team's resilience and core canons, the five out of six letters of the word also stand for the names of Nick’s family members. The ‘y’ in the word stands for the team’s

Privileging the Needs of the Client For Banyan Wealth, making the future of a client fiscally sound is not just about planning, but it’s

“

The Banyan Wealth brand was created with our clients and their experience in mind. It was important that the internal values, beliefs and client promise that made us successful since our inception was captured in our new identity. It also needed to authentically represent our unique wealth building process and care-based approach to helping our clients ‘live the life they love’.

“

- Nicholas Sergio Founder & CIO

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“

Banyan Wealth was created to take a more personal and intimate approach to wealth management and financial planning.

“

- Nicholas Sergio

also about providing services that are tailored to satiate the specific needs of the clients. Abandoning the usual 'cookie cutter' approach, Banyan Wealth has opted for personalized planning protocols.

By first understanding the specific needs of the client and then ideating befitting solutions, Banyan Wealth has attained a formidable market legacy. Since every Banyan Wealth service and assistance is ideated after carefully evaluating the links between the fine details of the present and the long-term big picture, clients are ensured a disciplined and strategic approach to fiscal planning and management.

Banyan Wealth dispenses its expertise based on the needs of its clients. To this end, the team operates within its WHY Wealth Building ProcessTM, the company's four-step planning and management process: 1. Understanding the ‘Why’: As mentioned earlier, before embarking onto the planning process, the team needs to have

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The 50 Super Brands of 2021

a candid discussion about the unique needs and goals of the client. This includes a clear and coherent discussion about both the short and long- term fiscal aims, risk perspectives, liquidity needs, and financial expectations of the client. This insight helps the team personalize their solutions, tailoring them to adequately fit a client’s needs.

2. Creating a Personal Financial Roadmap: After collating this information and leveraging its research-intensive insights, the team at Banyan Wealth begins to narrow down a selection of investment avenues to meet the client's financial objectives. The plan is then presented for the client’s approval.

3. Implementing the Plan: After the plan is approved, the team moves to select the right investment vehicles, best-suited to the listed risk tolerance levels and fiscal aims of the client.

4. Managing the Plan: Banyan Wealth uses its experience-based management expertise to

monitor the progress of the client's plan. It continues to support and update the client on the ongoing developments in the plan.

Holistic Planning Coverage Financial Planning: Banyan Wealth leverages its years of expertise in the field of financial planning to help clients prepare for the future, while living their lives to the fullest.

The team works to help clients refine their short- and long-term financial goals and incorporate them as the foundation of their fiscal planning. The company then works to draft a complete financial picture by incorporating the client's current assets and liabilities, as well as their risk tolerance thresholds. Lastly, the team minimizes the margin for error by constantly monitoring and optimizing the performance of its financial plans.

Portfolio Management: The Banyan Wealth team works to customize every client financial portfolios in accordance with the client's fiscal objectives – whether

they be about growth, income, or capital preservation. Each portfolio represents the unique vision and needs of the client it was drafted for. This astute process is followed by a diligent monitoring procedure that optimizes the performance of a client's portfolio.

Retirement Planning: Since Banyan Wealth offers retirement plans for all stages of an individual's employment trajectory, clients can enjoy the confidence of fiscal safety knowing that regardless of where they are in their journey that their planning is well cared for. Whether it's planning for retirement or when you're already retired, Banyan Wealth has a financial plan and strategy to fit its client’s life stage and needs.

Risk Management: Due to its years of navigating through the fiscal maze, Banyan Wealth has attained a nuanced understanding of the risk factors involved in the process. By leveraging this knowledge and expertise, the brand works to assess where the risk lies for every client and how to navigate these risks and prepare for them. This helps provide clients with an adequate level of safety against fiscal roadblocks and risks that can potentially derail their plans.

The Key to Success Banyan Wealth has carved a distinct market niche owing to its unique approach to the concept of wealth management and financial planning. By intuitively

understanding the needs of its clients, Banyan Wealth has uncovered the true meaning of fiscal planning. The brand has soared to great heights of success by acknowledging the fact that the real meaning of wealth is not about buying a new car or a big mansion.

Rather, for most individuals, it's about protecting what matters most in life - their family’s health and happiness.

Banyan Wealth is located at 11 Wharf Ave C-2, Red Bank, NJ 07701 (732-747-8540).

Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC. Investment advisory services are offered through Raymond James Financial Services Advisors, Inc. Banyan Wealth is not a registered broker/dealer and is independent of Raymond James Financial Services.

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Harcourts Beverly Hills USA Brand of the Year for Auction Real Estate Services chieving the coveted ‘Brand of the Year’ title is not an easy task. It takes courage along with unremitting willpower to pioneer the path of success while simultaneously introspecting for positive changes.

Harcourts Beverly Hills is one such rare gem that has mastered this process like a pro, pioneering unforeseen changes in the global real estate market.

A

approach towards real estate. The diligent approach of the brand has made it the preferred destination for a full range of real estate services. Harcourts privileges the values of integrity and transparency to deliver an excellent customer service experience to its clients.

The 'people-first' temperament of the brand has infused an unparalleled level of magnanimity into its offerings.

Guiding Principles Harcourts has attained market distinction by offering customers an unequaled level of personalized services. By specializing in residential auction sales with fully branded agents who 'Bleed Blue', Harcourts has initiated a new

Harcourts Beverly Hills believes in pioneering inventive real estate practices by basing its operations on a set of core values. Integrity and transparency are built into the operational matrix of the firm. It is guided by a righteous outlook and unending courage to achieve the best for its clients. The team believes in transforming these core values into actions through its daily operations.

Creating a Global Sphere of Influence With its brilliant services and unmatched dedication to customer satisfaction, the brand has expanded its sphere of influence with a thriving International Network. With offices in the U.S, Canada, South Africa, China, Australia, New Zealand, and many other countries, Harcourts has become a real global real estate firm that's changing the standards of property sales and management, one deal at a time! From its humble beginnings in New Zealand in 1888, today the ever-expanding network of the brand spans across 9 countries, with over 900 offices, making it the fastest-growing real estate brand in the world. Located near the iconic Rodeo Drive, Harcourts Beverly Hills is run by partners Glen & Brooke Coutinho, Alex Duk, Deanna D'Egidio.

Our values drive our formula of success.

Without the foundational guidance of our values, we couldn't have achieved the success we have today. They are entrenched in the way Harcourts operates

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The 50 Super Brands of 2021

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- Alex Duk Managing Partner

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As an organization, we are dedicated to the holistic success of all those linked to usour team and our clients. By recognizing the worth of the people located in the center of it all, we keep delivering the best possible services to them. 'Client for life' is our philosophy Partner

The Partners Making the Brand a Global Phenomenon Alex Duk is the managing partner at Harcourts Beverly Hills. After completing a Bachelor's and an International Master's Degree in Business Administration from the University of San Diego, Alex started his career in real estate in 2006. With an extensive experience of more than 12 years in the field of real estate financing, sales, and mortgages, Alex became a part of the Harcourts family in 2015. As one of the founding partners of the Harcourts Beverly Hills office, Alex constantly instrumentalizes his extensive knowledge in the field of real estate and astute organizational skills to bring about operational improvements in the firm. Apart from his impeccable business passion and work ethic, Alex also fosters a love for football and has played for two National Football Championships at the University of Miami.

Deanna D'Egidio channels her passion for real estate as a cofounder and partner of the Harcourts Beverly Hills office.

Working alongside her life partner,

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- Glen Coutinho

Alex, Deanna believes in going the extra mile to help clients find the best way to achieve their real estate goals. This dynamic duo has worked relentlessly to revolutionize the real estate industry for good.

With top-tier sales and investing experience, Deanna specializes in a number of niches including home staging, interior designing, project management, luxury property marketing, home renovations, and others. Deanna's aesthetic eye and incomparable expertise help in preparing your home for sale. From getting the right staging consultants to having access to the right resources and pricing knowledge, Deanna provides the most optimized guidance to clients.

Deanna and Alex were just awarded the #1 Top Performing Agents in Harcourts North America and recently featured on the Netflix series 'Selling Sunset'.

After garnering unparalleled recognition for his impeccable performance in the Australian Real Estate market, Glen Coutinho has partnered with Harcourts USA in launching Harcourts Beverly Hills.

With over 38 years of experience in

the field of real estate and innumerable accolades to his name, Glen has recently featured on the American reality series 'House Hunters International'. While Glen has been recognized as one of the Top 10 real estate agents in Australia over the last 10 years, his contribution to the world of realty has also been cognized with accolades like the “Most respected and longest-serving real estate agent” - 2018 M&A World Global Awards; “Sales Director of the Year, Bronze Award” – 2018 International World Stevie Awards; Top 5 in Harcourts USA.Glen has also donned the hat of an author.

His book titled ‘The People Lover’ is available on Amazon and all other platforms.

Brooke Coutinho has cultivated an interest and passion for the trade under her father, Glen's incisive guidance. She has worked with her father in the real estate arena for the last 8 years. As a disciplined and hardworking professional, with a double degree from Monash University in Business (Marketing) and Arts (Psychology), she has www.theleadersglobe.com

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“

The hard work that I put in is to ensure that the sale is a life changing experience for the client - Deanna D’Egidio

been in charge of managing clientele, penciling and bidding at live auctions, and learning the nitty-gritty of the trade from the knowledgeable individuals around her. After shifting to the U.S in 2019, Brooke helped establish the Harcourts Beverly Hills office and now works as an official partner in the business. She manages and oversees the working of the staff, their onboarding while also working with Glen to keep the business thriving. Brooke also helps her brothers Mason and Julez- the talented 15 and 17 year old rockstars effectively taking over the musical world. Mason and Julez are managed by Left Lane and are enjoying the success of their hot single 'Key to My Lock'. Their album 'Going on 21' is to follow shortly.

Harcourts' property consultants and its technically-adept system that chaperones them help you through the process of buying a listing, even if you happen to be a seasoned buyer. At Harcourts, the team endeavors to create a solid buyer's roadmap for its clients to help them navigate through the nitty-gritty of buying a property. From understanding your budgetary threshold to finally moving into your dream home, all are covered under the holistic real estate services provided by this Super Brand. Ÿ Selling Property: Harcourts also

“

Partner

believes in crafting a comprehensive seller's roadmap for its clients preparing to sell their properties. The team helps potential sellers understand their intentions of selling the property to concentrate on the underlying financial and real estate goals of the individual. This helps them formulate a personalized selling plan for the client. Harcourts assists clients in understanding the market, and how to in-turn, optimize their finances by selling at the right time. Ÿ

Property Auctions: Harcourts Auctions provides brilliant

Amenities Offered by the Brand Some of the services provided by this global real estate brand include: Ÿ Buying Property: With Harcourts' experienced property consultants, you won't need to worry about the nuances when buying your first property.

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The 50 Super Brands of 2021

Photo Courtesy of @Clutchvisualss From Left to Right: Julez Coutinho, Mason Coutinho, Patrick “Guitar Boy” Hayes

home auction services for both domestic and international clients. The well-rounded auction services of the brand are designed to sufficiently cater to the needs of the client. No matter what the evaluation of the property you want to auction off, Harcourts Auction services promised an optimized sales experience for you!

Achieving maximum reach through its online portal, Harcourts Beverly Hills has an extensive listing of properties on its website for clients to sift through listings based on their desired locations. Moreover, the firm has also made it easy for clients to get a glimpse of their dream properties by featuring stellar snippet videos of the listings on their site. Clients can thus browse through their videos and get a virtual tour of the properties listed on the Harcourts Beverly Hills site!

Building a Legacy in Beverly Hills The brand has secured a definitive market position owing to its unique approach. By prioritizing the

customer's needs and demands, and nurturing a relationship of trust and respect with them, the firm has cultivated a market legacy like no other. At Harcourts, all property consultants are holistically trained.

Thus, each property consultant leverages not just his/her in-depth professional training when dealing with clients, but also remains committed to fostering a meaningful and genuine relationship with them. This helps craft a lasting relationship with clients that translates into referralbased sales for the firm.

A Novel Growth Philosophy Becoming the USA 'Brand of the Year' requires a certain kind of growth orientation. This is why Harcourts recognizes that constant growth is the sole avenue to success. The team at the firm annihilates any possibility of stagnation by constantly attempting to improve its services and offerings. Although the legacy of the brand dates back to 1888, the partners believe in focusing on the future. While this legacy inspires them daily, they are

more inclined to look onto the future with hope and aspirations of greater success and change. Hence, the firm is led on its quest for unparalleled improvement by constantly seeking out ways of enhancing its systems, training its personnel, and upgrading its services to better serve the clients.

Thanks to this growth orientation, Harcourts Beverly Hills has gone from 10 to 75 staff members in the last 12 months. This expanding team helps them better serve their clients.

Harcourts Systems The unmatched service performance of the firm is a result of its ingenious state-of-the-art systems. Harcourts' property consultants leverage the myriad boons of this system to deliver topnotch services to clients. Since they have a plethora of research, marketing, and technological tools at their disposal at all times, serving the clients holistically and in the best possible way is hardly a challenge for the team!

“

My love for real estate, coupled with a strong sense of ethics, and a passion for the people in our team, inspires me to constantly grow and learn - Brooke Coutinho

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Partner

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The Super Brand Reconfiguring Global Payroll Standards

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uper Brands are by-products of years of hard work and dedication. They are born to be ingenious and different.

Everything they do accentuates this celebrated difference. In order to seize the coveted Super Brand title, companies have to secure a market edge that's hinged on their performance brilliance, portfolio of offerings, and work culture orientations. Thus, becoming a Super Brand in one market niche takes relentless efforts and razorsharp focus.

Claiming greatness in a niche is not an easy task. When we look at

global payroll solution providers, one Super Brand that has achieved this feat remains Immedis. Since payroll remains one of the most crucial operational costs for companies, it is important to optimize this aspect as holistically as possible. In the midst of dealing with compliance nitty-gritty and accuracy concerns, finding the perfect payroll partner can be a daunting task for most companies.

This is where Immedis steps in as a true Super Brand that's dedicated to revolutionizing your payroll woes, in an unprecedented manner.

Immedis is a Dublin-based company that's dedicated to the use

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Remaining cognizant to the

needs of our customers and partners helps us to create the best global payroll systems in

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The 50 Super Brands of 2021

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the world

of technological tools and its unmatched expert insights to reimagine the global payroll industry. Providing multi-country payroll and employment tax solutions, Immedis caters to organizations with employees dispersed in multiple jurisdictions.

Today, Immedis is responsible for delivering payments to employees, regulatory bodies, and other third parties in over 150 countries across the world and is rapidly establishing itself as one of the leaders in the global payroll market valued at over $21.9 billion.

Achieving the Super Brand Status Immedis was established to provide a consolidated global payroll service. Founded in 2016 by Terry Clune, Ruairi Kelleher and Mark Graham, Immedis is a part of the Clune Tech Group. Richard Limpkin joined the company in 2017 as its Chief Product Officer and was responsible for building the cloud native Immedis Platform.

As one of the pioneering brands in multi-country payroll solutions, the Immedis platform provides a unified view of global payroll operations, real-time data analytics, and advanced reporting capability, while ensuring legislative compliance and data security.

Today, Immedis is one of the most revered global payroll brands operating in the market. Immedis has crafted a legacy of providing global payroll support to many of the world's leading organizations who trust and depend on Immedis to manage both their global payroll operations and employment tax obligations. Guided by the invaluable insights of its international tax and payroll specialists, Immedis has blossomed into an ace performer in the payroll industry.

Guiding Principles Super brands are built on a set of core tenets that differentiate them from the rest of their market competitors. Immedis has crafted an unparalleled market legacy owing to its unwavering commitment to certain core principles that guide its aspiration of reimaging global payroll management. Ÿ

Innovation: Ingenious ideation is at the heart of Immedis undertakings. The team at Immedis believes that without constantly pursuing new innovative breakthroughs, no real change is possible. This perpetual pursuit of innovation is what sets the brand apart from the other payroll companies operating in the market.

Ÿ

Respect & Accountability: Built on the cornerstones of mutual respect and accountability, at Immedis, these values are prioritized to ensure a smooth and precise operational process.

Ÿ

Passion: The team at Immedis believes in a passionate pursuit of novel payroll solutions. Each Immedis project is thus infused with a zealous outlook to achieve the very best for its customers.

Leveraging Tech Tools to Deliver Best-in-Class Solutions Immedis is grounded in the belief that modern technological tools can help provide the much-needed modernizing push to payroll solutions. To this end, the company leverages astute technical tools like Robotic Process Automation (RPA) to eradicate the need for manual data gathering, verification, and processing. This also helps the Super Brand minimize the margin for error. By adopting such an approach to payroll solutions,

Immedis is effectively streamlining payroll operations by leaps and bounds. Moreover, such precisionoriented tech tools of the brand are substantiated by the extensive reporting and analytics features of its solutions that help enhance and rationalize the decision-making processes of its clients.

Portfolio of Services Immedis offers the following variegated portfolio of services to its clients: Ÿ

Global Tax Mobility Advice Immedis is not just your usual payroll genius, it has also established itself as formidable market player in the global mobility tax advice market.

With services like shadow payrolls, tax equalization,

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calculations and advice, social security applications, and other cross border relief claims, Immedis covers all additional tax solutions needed by clients when sending their employees on foreign assignments. Ÿ

Ÿ

Navigating Global Taxation Obligations The team of industry experts at Immedis work with clients to ensure a holistic compliance with global taxation obligations.

Understanding that this has a bearing on both the short-term and long-term operations of a venture, the experts at Immedis ensure compliance of assignees across various jurisdictions, protecting employer reputation globally. Immedis thus offers the opportunity for businesses to consolidate both global payroll and global tax mobility requirements via one provider.

Treasury Services With Immedis Pay, clients can attain complete control and transparency of their international payments.

Immedis Pay ensures the timely

payment of employees, statutory parties, and local partners, irrespective of their geographical location on the world map! This safe and secured cross-border payment processing method also ensures that your business remains well protected.

Growth-Oriented Partnerships Partnering with some of the world's leading Human Capital Management (HCM) platforms, Immedis helps create a single

source of HR truth for its customers. The bidirectional integration offered by Immedis minimizes the costs of deploying, managing, and integrating payroll solutions while simultaneously enhancing their speed and efficiency quotients.

In order to provide country-specific expertise, Immedis' partners are an essential and indispensable part of its operational framework. They help deliver astute standardization across multi-country payroll obligations, ensuring a compliant, timely, and accurate payroll delivery. Currently, Immedis integrates with UKG, Workday, SAP Success Factors, Oracle, and Ceridian. As a part of its actively growing ecosystem, Immedis is constantly looking for new integration partners who can further simplify its end-to-end solutions.

Fostering a Culture of Growth Crafting a culture that's uniquely different is the much-celebrated hallmark of a Super Brand. Since a

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The 50 Super Brands of 2021

company's culture speaks volumes about its orientation and mission, Immedis works to curate one that's conducive to its overall vision as well as the well-being of its employees. At Immedis, the focus is not solely on curating a culture that's special, but it's also about retaining it as the company grows.

Understanding the strength in diversity principle, the management at Immedis works to celebrate the differences in the capabilities of each team member to create a genuine sense of belonging and trust. By fostering an authentic and content work environment, it aims to help team members maximize their potentials.

Privileging the Needs of the Customer Working on the relentless mission of delivering only the best to its diverse clientele, Immedis has always embodied a customer-first approach. By synthesizing the boons of cutting edge technological tools and the insights of its experts, Immedis focuses on delivering a

“

truly transformative global payroll experience to its clients. Such a noble outlook helps clients gain from the brand's personalized solutions as well as its years of industry experience.

Customer Accolades By relentlessly fueling the fires of innovation, Immedis strives to maximize the satisfaction of its customers. These words of appreciation from gratified customers are testaments to the Super Brand status of the firm: “With Immedis we can rest assured that our payroll will be handled with efficiency and the necessary security concerns will be addressed with utmost diligence” — Paul Hughes, First Derivatives “The technological brilliance and R&D investments of the firm were unmatched by any other industry player. I see our partnership continuing to grow in the upcoming years” — Jeff Pamplin, Apex Fund Services

Leading the Way Forward In May 2017, Immedis acquired US payroll provider Expaticore to strengthen customer delivery capabilities in the US. Since then, Immedis has seen vast customer growth, as well as extensive geographic expansion. Cementing its legacy as a Super Brand, Immedis has secured €25 million in strategic investment from the venture capital and growth equity firm Scottish Equity Partners (SEP) in 2019. In 2020, the firm announced an additional $50m strategic investment from Lead Edge Capital, a growth-stage investment fund based in New York and California. Conquering one feat after another, Immedis has truly emerged as one of the most valuable Super Brands of the present times. With such a formidable global payroll legacy, Immedis is on the path to expand its basket of offerings even further as well as fortify its stronghold in new markets.

At Immedis we place tax and payroll experts at the heart of our business, ensuring clients remain compliant and have access to the right help as and when they need it.

We work with in country partners in 150 countries worldwide to deliver our global payroll service allowing our Client Delivery team to provide the best service

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possible to our clients

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Company Aadyaa Communications aadyaacommunications.com

Key Person

Chengappa A. D., Founder

Agrando GmbH

Jonathan Bernwieser,

agrando.com

CEO & Co-Founder

Apperian, Inc

Brian Day,

apperian.com

CEO

Banyan Wealth banyanwealth.com

Better Globe betterglobegroup.com

Nicholas Sergio, Founder and Chief Investment Officer Rino Solberg, Founder and Principal Owner

Carter Consulting, Corp.

Nicole Carter,

carterconsultingcorp.com

CEO

Company Description

Aadyaa is a team of ingenious thinkers specializing in providing integrated marketing, branding and communication services.

Agrando is a rapidly growing AgTech company from Munich that’s serving as the most reliable partner for successful agriculture across the world.

Apperian is the leading mobile application management and enterprise app store platform for the secure distribution of critical apps to 100% of users across an organization.

Banyan Wealth is an independent investment planning firm with offices in based in West Palm Beach, providing personalized, creative and comprehensive wealth management and advisory solutions to individuals, families, foundations, and institutions.

Better Globe AS is a Norwegian social enterprise that sells trees and donation packages to counter poverty and corruption in Africa.

Carter Consulting Corp. offers technical assistance, grant writing, capacity building, resource development, and community training to help correct the imbalance of opportunity for at the grassroots level.

Cloverleaf Analytics' end-to-end insurance BI solution improves

Cloverleaf Analytics

Robert Clark,

cloverleafanalytics.com

CEO

an insurance company's profitability and reduces risk by consolidating data across the enterprise for advanced analysis and cutting-edge visualizations.

Continental Automotive Singapore continental.com

Kien Foh Lo, President & CEO

Dairy Queen

Troy Bader,

dairyqueen.com

CEO

Deka Lash

Marcus Slater,

dekalash.com

CMTO

Deltadata

Steven Law,

deltadatamandiri.com

CEO & Founder

Continental Automotive Singapore has been developing pioneering technologies and services for sustainable and connected mobility of people and their goods since 1871.

Dairy Queen is an American chain of soft serve ice cream and fast-food restaurants Deka Lash is a beauty company that specializes in eyelash extension services and products with the goal of making you look and feel your best.

Deltadata is the fastest enterprise digital transformation implementation partner, consulting, and service company that provides effective digital transformation leveraging latest advanced technologies and extraordinary talents to help client enabling digital transformation FAST.

E & J Gallo Winery gallo.com

Joseph Edward Gallo Kelly Conrad(PR), Co- Founders

E & J Gallo Winery is the largest family-owned winery in the world with over 100 unique wine and spirits brands.

Company

Key Person

Elements Global Services

Rick Hammell,

elementsgs.com

CEO & Founder

Embotech embotech.com

Andreas Kyrtatos Alexander Domahidi, Co-Founders

Fogo de Chão

Barry McGowan,

fogodechao.com

CEO Alex Duk, Managing

Harcourts Beverly Hills harcourtsusa.com

Partner; Deanna D'Egidio, Partner; Glen Coutinho, Partner; and Brooke Coutinho, Partner

HARIBO GmbH & Co. KG

Hans-Guido Riegel

haribo.com

Rick LaBerge(COO)

Helmee Imaging Ltd

Mika-Petteri Kuro,

helmee.com

CEO

Igloo Software igloosoftware.com

Company Description Elements owns legal entities in over 150 countries and works with companies to help them expand quickly overseas without the HR and compliance hassles that come with it.

Embotech is a leading developer of cutting-edge decision-making software.

Fogo de Chão is a leading Brazilian steakhouse, or churrascaria, which has specialized for nearly 40 years in fire-roasting high-quality meats utilizing the centuries-old Southern Brazilian cooking technique of churrasco.

Harcourts Beverly Hills is a global full-range real estate services brand that specializes in Residential, Commercial, and Rural Property Sales as well as Property Management Services.

HARIBO is a family company which is now run by the third generation.

HARIBO is the world market leader in the fruit gum segment. In the US, HARIBO is the fastest growing sugar confection company in $ share.

Helmee CSD® (Covered Stereo Deflectometry) is an online sorting and quality inspection unit that gives you full control over your quality.

Mike Gaburo,

Igloo software helps companies move beyond traditional intranets to

CEO & Independent

inspiring digital destinations that improve communication, knowledge

Board Director

sharing, collaboration, and culture.

igloocompany Pte Ltd

Kelvin Ho Anthony

igloohome.co

Chow, Founder

the leading smart access company in Singapore.

IHOP RESTAURANTS LLC

Jay Johns(Prez)

HOP restaurants are franchised and operated by Glendale, California-

ihop.com

Dan Crichton, CEO

igloocompany is the parent company of igloohome and iglooworks,

based International House of Pancakes, LLC and its affiliates.

ImagineSoftware

Sam Khashman,

imagineteam.com

CEO

Immedis

Tara O'Sullivan,

immedis.com

Chief Marketing Officer

In Home Personal Services

Michael Collura,

IHPS is one of the largest home care companies in Illinois, quickly

ihps.com

CEO & President

spreading its influence all over the U.S.

ISU Corp

David Mansilla,

ISU Corp is a high tech company specializing in enterprise software

isucorp.ca

CEO

ImagineSoftware is the leading provider of medical billing automation software and revenue management applications.

Immedis is a global payroll solution provider.

development and consulting

Company Kazakh-Slovenian Business Club ksbc.sigcofbl.org

Key Person

Dejan Stancer, Founder

Letscampout

Abhijeet Mhatre,

letscampout.com

Founder

MapR

CEO, Co-Founder &

mapr.com

Chairman of the

John Schroeder,

Board

Company Description

KSBC aims to develop greater economic cooperation between Slovenia and Kazakhstan, in the B2B segment.

Letscampout is a firm that provides personal and corporate camping and trekking packages to help people reconnect with nature without the hassle of carrying tents and other camping gear.

MapR was a business software company headquartered in Santa Clara, California. MapR software provides access to a variety of data sources from a single computer cluster,

A high-growth global beauty company dedicated to provide

MAV BEAUTY BRANDS

Marc Anthony,

marcanthony.com

CEO

MGN Logistics, Inc

Mathew telesca,

MGN Logistics is an industry leading transportation management

mgnlogistics.com

President & CEO

solutions provider.

premium quality, authentic & differentiated products.

Miratech is a global IT services and consulting company that brings Miratech Valeriy Kutsyy

Stewart Christ,

miratechgroup.com

President & Director

together global enterprise innovation and start-up innovation, the company supports digital transformation for the largest enterprises on the planet.

Amanda Gibson, Press

Mitsubishi Motors UK was a privately owned business established

Mitsubishi Motors in the UK

& Public Relations

in 1974 as part of Mitsubishi Motors' global expansion programme

mitsubishi-cars.co.uk

Manager; Rob Lindley, Managing Director

Moven moven.com

NASGO nasgo.com

Oxi Fresh Carpet Cleaning oxifresh.com

Brett King Rich Radice(CEO) Bryan Clagett(CRO) Eric Tippetts, Steven Chiang, Co- Founders Jonathan Barnett (President); Kris Antolak (CTO); Erin Hogan(DM)

PHOENIX GLOBAL

Larisa B. Miller,

phoenixglobal.co

CEO

Protective Enclosures Company protectiveenclosures.com

Jarad King, CEO & Co-Founder

for the purpose of importing and distributing cars and light commercial vehicles in the United Kingdom.

Moven's APIs and SDKs support a proven digital solution for challenger banks, whether set up by legacy FIs or fintechs.

NASGO is taking Blockchain and making it available to the mass market, globally.

Oxi Fresh is a revolutionary carpet cleaning company that is committed to being green.

Phoenix Global is a US-based global boutique consulting and business development firm catering to clients across 6 continents.

Protective Enclosures Company (PEC) is a privately held, US-based manufacturer of a affordable, lightweight, weatherproof and secure protective enclosures.

Company

Key Person

Company Description A powerful combination of AI technology, open-source data and human

Regulatory DataCorp

Thomas Obermaier,

rdc.com

CEO

Shiftco shipping & logistics India Pvt. Ltd. shiftcoship.com Solution Based Treatment and Detox sbtandd.com

Ajith Kumar, Founder & Director

Scott Brown, CEO

Target Robotics

Luis Villalon,

targetrobotics.com

Operations Manager

TAUR

Architectural Technologist;

taur.com

Dannie Harris, Professional

Richard Adey, Director &

The University of Texas at Dallas utdallas.edu

Actor

Dr. Bhavani Thuraisingham

TimeXtender

Heine Krog

timextender.com

Iversen, CEO

Trility Consulting LLC℠

Matthew D Edwards,

trility.io

President & CEO

Trouw Nutrition India

Suresh Sambu, Director;

trouwnutritionasia

Dr. Saurabh Shekhar,

pacific.com

General Manager

UroGen Pharma, Inc.

Elizabeth (Liz) Barrett

urogen.com

Peter Maruszewski(VP)

USRobotics usr.com

Corry S. Hong, Founder, President and CEO

WOLFSPEED, INC.

Gregg A.

wolfspeed.com

Lowe, CEO

Women In Cloud Network

Gretchen O'Hara,

womenincloud.com

Vice President

intervention powers RDC's risk intelligence which is trusted by customers as an essential part of their anti-money laundering (AML), customer due diligence (CDD), vendor screening, anti-corruption and risk management programs.

Shiftco Shipping is a freight forwarding and logistics company in India that's geared towards pioneering logistic solutions around the world.

SBT offers a diverse array of substance abuse treatment services to recovering addicts.

TARGET Robotics, specializing in programation, installation, supervision and support of robotics systems.

Since early 2019, TAUR has been working to produce a truly roadworthy electric scooter, and not just one that's great to ride but for the entire lifestyle that goes with owning one.

The University of Texas at Dallas is a public research university in Richardson, Texas. It is the largest public university in the Dallas area and the northernmost institution of the University of Texas system.

TimeXtender is successfully distributed and implemented by an ecosystem of 180+ partners.

Trility simplifies, automates, and secures each iteration and has a proven history of reliable delivery results.

Trouw Nutrition specializes in the development of innovative feed specialties, premixes and nutritional services for the animal nutrition industry.

UroGen Pharma Ltd. operates as a clinical stage biopharmaceutical company. The Company focuses on developing novel therapies designed to change the standard of care.

U.S. Robotics Corporation, often called USR, is a company that produces USRobotics computer modems and related products.

Wolfspeed, Inc. is a developer of wide bandgap semiconductors, focused on silicon carbide and gallium nitride materials and devices for power and radio frequency applications.

Women in Cloud is an organization that creates opportunities for female entrepreneurs to have access to capital to create businesses and build sustainable business models.

Aadyaa Communications The Branding & Marketing Super Brand Realigning Industry Standards

A

uthentic branding strategies are quite a rarity in the market today. While most branding and marketing firms are more inclined towards embracing the bandwagon theory, Aadyaa Communications is one rear gem that has dared to be different. Over the last 8 years, Aadyaa Communications has crafted an unparalleled legacy in providing integrated marketing, branding, and communication services to its clients. As an ingenious end-to-end branding solution partner with over 3000 hours of expertise in creating marketing and branding content for all kinds of media channels, Aadyaa Communications has effectively revolutionized the domain of digital marketing as we know it.

Meeting the Man behind the Venture Aadyaa Communications is the brain child of Mr, Chengappa A.D., its ingenious Founder and Business Head. Choosing a path less travelled, Chengappa has paved the path of success for the brand.

Before pursuing his dream of becoming an entrepreneur par excellence, Chengappa had a brief stint at Infosys. His expertise in the field of marketing and branding also stems from his experience of

| 26 |

The 50 Super Brands of 2021

serving in the fields of marketing, sales and public relations in various other organizations.

When possible, Chengappa tries to impart the expertise he has gained from his years of working as a creative designer to those aspiring to join the field, through guest lectures at reputed institutions like St. Joseph's College, Tent School of Cinema, St. Loyola College, and others.

Listen, Process, and Implement Building a reliable brand image hinges on the uniqueness of a firm's approach to the way it handles its clients. At Aadyaa Communications, branding and marketing solutions are tailored to fit the specific needs and vision of the client. Abandoning the generic cookie-cutter approach, the firm believes in holistically understanding the client's outlook, aims, and thought-process, before venturing into ideating solutions to eliminate their business problems.

This is an important piece of the customer satisfaction puzzle, according to the firm. The heterogeneity of clients, their perspectives, and visions are key when looking to formulate solutions that will effectively meet their needs. Over the course of its

8-year long journey, Aadyaa Communications has honed its skills of listening intently to its client's ideas and demands. This helps the firm get valuable insights into the core of what is demanded from their suite of solutions.

A Comprehensive Service Suite As one of the leading marketing and branding companies in the market, Aadyaa Communications offers a comprehensive suite of services to its clients. Some of the services offered by the firm include: 1. Communication DesignUnderstanding that branding begins from the moment you extend your business card to an individual, the firm specializes in curating innovative logos, business cards, letterheads, etc. as per its client's requirements.

This helps them make a definitive statement and a formidable first impression.

2. Web DevelopmentSpecializing in custom web design and software development solutions, the team at Aadyaa Communications works to make your website as alluring and innovative as possible.

3. Packaging Design- An interesting packaging design

A Steadfast Work Ethic Aadyaa Communications has soared to reach novel feats of success owing to its relentless dedication to the needs of the client and its commitment to an astute timely delivery of services. The team believes that the prompt execution of plans can make a significant difference in the quality of results its clients receive. This makes them persevere to

outperform their set standards each time they ideate and implement solutions for clients. In order to deliver such timely services, the firm is ready to take on consultations and telephonic brainstorming sessions even when the time crunch of the client does allow for in-person meetings. This diligence of the firm has made it a preferred one-stop branding and marketing destination for companies like PlanetCare, Kaladhar Granites, Geek Creative Agency, Indiana Hospital and Heart Institute, and many others. Aadyaa Communications has also worked with the Future Group, ITC, Taj, Oracle, Bullseye Media, and Muliya Jewels.

Future Prospects After conquering one feat after the other, Aadyaa Communications has pioneered a new age of branding in the Indian market. With such a stellar list of clients, the firm now seeks to expand its sphere of influence further and is eyeing to venture into the international markets to add to its excellent service legacy. The brand has already made inroads into the international market by working with clients like Miseror (Germany) and George Town Dentistry (Canada).

“

Success in the digital world is a direct result of the branding and marketing efforts you put into building the base of your venture - Chengappa A.D. Founder

“

can help boost the appeal of a brand quite exponentially. To this end, the firm helps retail businesses launch their new products in a creative way.

4. Video Ads & Film MarketingVisual marketing has proven to be more effective than the usual avenues of reaching your target audience. To this end, the firm offers its ace video ads services to efficiently boost your brand recall value. Moreover, since team members at Aadyaa Communications have also worked closely with film stars from the Kannada industry, the firm has quite a range of expertise in the field of film marketing as well.

5. Content Writing- The ingenious of a strong marketing strategy lies in the way a brand can creatively present its ideas and offerings to its target audience base. Aadyaa Communications achieves just that. With the ability to transform the thoughts and articulations of the client into optimized creative pieces of content, the firm aces the domain of curating engaging content and effectively marketing it to the target audience of the client.

www.theleadersglobe.com

| 27 |

Brand 5Awareness Tips

to Ace

Campaigns and Become

Super Brands

B

rand awareness is invariably important for a company that aims to attain the 'Super Brand' tag. Cultivating a well-respected reputation for your products and services is not as easy a task as most believe it to be! In order to ace this domain, leaders have to take certain definitive calls that work to set the enterprise apart from its market competition, while simultaneously establishing its USP.

| 28 |

The 50 Super Brands of 2021

At face value, brand awareness is all about building recognition for your brand. Steps that ensure your brand is known and loved are essential parts of such good awareness campaigns. However, to be more precise, brand awareness is about zeroing in on a set of pivotal factors including the brand's messaging campaigns, its social media presence, advertisement designs, etc. Although the yardsticks of brand awareness measurement may vary from one industry to another, the importance of undertaking

BUSINESS

its cultivation can hardly be contested. Thus, we've listed the top 5 tips that will help you optimize your brand awareness quotient, leading you to the celebrated 'Super Brand' title:

should opt for it. Since most hyperlinks about your brand will guide the reader back to your own website, having this section perfectly prepared will do more good than harm.

1. Identify 'Your' Market Edge The first step in building strong brand awareness demands that you recognize what makes your brand different from the rest of its market competitors. In other words, you need to ascertain the USP of your brand. A blended approach may be fruitful in this domain. While you need to spend time introspecting, trying to identify the unique offerings of your brand, you also need to interrogate your competitor's branding strategies. Finding ways to define yourself is as important as finding how your competitors don't define themselves. If you can locate a lacuna in the existing market for your services or products, use it to brand yourself. This will clearly set you apart from the rest.

4. Using Your Brand Logo and Message This one's a no-brainer because it's listed as one of the baseline strategies for brand awareness in all business manuals, catalogs, and blogs. What we want to add is that you should spend time thinking about presenting the essence of your brand through its logo or message. If customers can gauge what your brand is all about with a single glance at its logo, 90% of your work is done. Try to make your logo and message obvious, yet creatively different. Mesmerizing customers with a bit of wit and wordplay may also be a prudent option. Remember that customers want to be intrigued but not worn out when reading a brand message or looking at its logo!

2. Optimism Goes A Long Way Given the perpetual gloominess around us, we all like to opt for the very few brands that showcase positivity and optimism. For some brands, such positivity may be about being environmentally friendly, while for some others it may relate to aesthetically pleasing imageries. This little note can be incorporated into your branding strategy in a variety of ways. Whatever be the optimismindicating element in your strategy, make sure it's your own. Allow yourself the space to explore it interpretively and intuitively. The baseline is: people want to feel good. If your brand strategy makes them feel good, you'll be set on a steady path to becoming a Super Brand in no time!

5. Consistent Branding Does the Trick As another seminal brand awareness-building pillar, this one is just too unavoidable! As the leader of a growing brand, your task is to be as consistent with your branding campaigns as possible. Remember that most customers don't like changes in their favorite brands. While you can and must revamp your branding every once in a while, doing so far too often may lead to issues.

Moreover, you must also ensure that your brand's messaging tone, text, and essence are the same across all its channels of branding. This helps create a quasi-drip campaign that enhances your brand's recall value significantly.

3. Tell Your Story This is a very under-appreciated tip that most brands seem to avoid, but it does have the potential to make all the difference. When writing your brand's bios on various social media portals, make sure you add an 'About Us' or 'Our Story' section.

Retell your brand-building story here. This space offers you an opportunity to tell your audience how and why your brand is different and why they

Brand awareness may seem like simply posting ten to twenty pictures daily on the various social media platforms, in reality, it is much more complicated than just that! In order to blossom into a Super Brand, you must keep these 5 key tips in mind when planning and executing branding strategies.

Over time, these tips -when sufficiently incorporated- can create a niche for your brand in the market, securing its path to the coveted Super Brand status.

www.theleadersglobe.com

| 29 |

Carter Consulting Corp.

The Brand Making Equal Opportunities a Reality

W

hile many leaders may talk about the need to have equal access to opportunities, very few work towards making this utopia real.

Ms. Nicole Carter is one such phenomenal leader, who's working persistently to bridge this opportunity gap. Her commitment to this goal is exemplified through her venture, Carter Consulting Corp. Ms. Carter established Carter Consulting with an avowed mission to support non-profits, government entities and faith-based organizations confront inequalities and the imbalance of opportunities head-on. Under her auspices, the company offers technical assistance, grant writing, capacity building, resource development, and community training. She is also the founder and Executive Director of the nationally renowned 502 (c) (3) and federally funded The Institute CYFS. Source of Inspiration Nicole's upbringing helped mold her into the woman she is today.

Since childhood, she had witness the need, importance, and joy of helping others as the firstborn

daughter of a pastor. This sowed the seeds of a strong communityoriented personality and outlook into the heart and mind of Nicole.

Witnessing the selfless devotion of her grant-writing father and RN mom, Nicole grew up with a similar desire to extend an arm of aid to those in need. Moreover, since she was a student of Alabama A&M and a regular community volunteer, she was already wellaware of the needs of a minority community and why grassroots agencies need to be preserved.

Community collaborations are essential to Nicole. She is an ardent believer in the fact that such collaborations with the community, local, and federal government stakeholders can help alleviate the issues faced by the most marginalized segments of the populace. “Such an approach can help meet the needs of those who are most affected by the social and economic gaps of empowerment,” asserts Nicole.

A Noble Vision Carter Consulting, Corp has emerged as a truly noteworthy market disruptor under the

“

I believe in spearheading projects that help improve the lives of community members as well as counter the imbalance of opportunities –Nicole Carter

“

| 30 |

The 50 Super Brands of 2021

guidance of its proud owner and CEO Nicole Carter, SHM. With her experience of 22 years, Nicole has crafted a Consulting firm like no other. Nicole is dedicated to helping others succeed in the corporate and community market.

She specializes in fund identification, grant-writing, contract bidding, program implementation, building capacity, organizational development, compliance and monitoring/evaluation.

Nicole has pioneered a legacy that's unmatched by any other. She created Carter Consulting with a specific vision in mind. This was a vision of real tangible change. To this end, Carter Consulting specializes in grant writing, bidding, program compliance and grant/bid management. Right from planning to execution, the Carter Consulting team is with their clients every step of the way. The goal of each team member remains to posit a well-researched and optimized strategy to its community clients to help them achieve their goals. Today, the firm has emerged as a true force to be reckoned with owing to its invincible spirit of excellence and undying fire of innovation. As a federally and state recognized Women Owned Minority Business with SBA 8(a) and HUBZone certification, the company is dedicated to the ideation of accessible and flexible solutions for its community-based operations and minority clients.

Services that Help Communities Prosper Led by Nicole's unwavering commitment to common good, Carter Consulting offers a plethora of services to its clients. The firm aims to improve efficiency of the project implementation by controlling different aspects such as: budgets, personnel management, training, development options, contract compliance and work scope. The team strives to ensure its clients get the best services at lucrative prices points.

The global grant services provided by the Consulting firm focus on identifying funding options that suit the needs of the clients or the community involved and proposal/contract development.

Giving Back Remaining true to the belief of social equity, Nicole and her team also have a Nonprofit Technical Assistance Program. The chief aim of this program is to help community organizations grow. It also provides them with access to more sustainable support services and resources. In this program, Carter Consulting will visit the client's site and conduct an analysis on their design and implementation strategies covering all aspects including: Incorporation and TaxExemption, Board Development, Funding Sources, Budgeting, Networking, Community Collaborations, Staffing & Volunteers, Capital Campaigns & Fund-Raising, Technology & Social Media, Event Planning, Program Implementation and Rural Access.

The Road So Far By leveraging her expansive experience and impeccable skillset, Nicole has successfully led the team at Carter Consulting Corp. to serve a diverse national and international clientele. Under her astute leadership, the firm has secured nearly 10 million dollars in state, Local, and Federal funding over the course of the bygone year.

Nicole's hands-on role in establishing 32 grassroots-based organizations is another testament to her dedicated approach to the cause. She has also initiated more than 50 Housing and Economic Development programs, including programs dedicated to education and employment, crisis intervention, job training, counseling, emergency food assistance, recreational, housing

“

We aim to help meet the needs of those who are most affected by the social and economic gaps of empowerment –Nicole Carter Owner and CEO

“

Myriad Achievements As an individual dedicated to the betterment of the community, Nicole believes in spearheading projects that help improve the lives of community members. She has held several important responsibilities over the last 22 years of her career including serving as project director for HUD, DHHS, Dept of Commerce, Dept of Education, and some of additional Federal and State Programs nationally. She has also worked with the State of Tennessee's Department of Military in providing compliance on Federal Contracts and serves as peer chairperson and peer reviewer for some of federal and state grant approvals. Moreover, she has also played a pivotal role in implementing several essential programs for social service agencies nationwide; from California to Mississippi.

and rehab, elderly, healthcare, domestic violence, and family development.

Future Calling Building a market legacy is not an easy task. To help achieve this, Nicole relentlessly works to cement the position of the brand in the competitive market space. In the coming days, the team at Carter Consulting, Corp. aims at developing more housing units and securing federal and state contracts in administrative services. www.theleadersglobe.com

| 31 |

The Global Expansion Genie

W

hile global expansion may be a top aspiration for most brands, attaining this feat is not an easy task, given the complexities involved in the process of expansion. From global onboarding of employees to managing compliance and payroll issues, expanding one's business on a global platform is quite an arduous process. Elements Global Services was established in 2015 to help assuage these issues. Created with the goal of assisting firms in achieving their global expansion dreams, Elements Global Services works to eliminate the delay and processing incongruences created by local third-party service providers. To this end, Elements owns 150 legal entities across the world and works with clients to help boost their expansion plans

sans the hassles of compliance and tax issues.

The Man behind the Venture Elements Global Services has blossomed into a globally revered Super Brand under the auspices of its Founder and CEO, Rick Hammell. With extensive experience in the field of HR, Hammell had already served in the role of a Director of Human Resources and CEO, before launching his own venture. Apart from a Degree in Business Administration with a focus on HR, Hammell also has an SPHR Certification on his long list of credentials. Hammell dissipates his insights and expertise by being an active participant in several HR organizations including the Society of Human Resource Management (SHRM), Certification Institute & NAPEO. Under his guidance, Elements has flourished into one of the fastest-growing ventures.

Leveraging his years of expertise, Hammell helped pioneer a novel business model for the global employment industry.

The 'Employer of Record' Model Filling in an important lacuna in the industry, Hammell pioneered a new approach for employee onboarding and payroll management on a global scale. Crafting a new business model -dubbed as the Direct Employer of Record ModelHammell aimed to empower companies across the world on their quest of international expansion and employee onboarding, with Elements serving as their legal employer. Talking about the inspiration behind the venture Hammell asserts, “I had knowledge of the industry from the perspectives of both the service provider and the client. I wanted to leverage that experience to develop a concept that would provide clients with the best HR services and support possible while

“

We own and operate every entity with which we do business in every country. We do all the upfront work.

That way we can give our clients a cost-effective speed to market solution

| 34 |

The 50 Super Brands of 2021

“

- Rick Hammell, Founder & CEO

USP of the Brand Securing a unique market niche is one of the most pivotal parts of a firm's journey toward becoming a Super Brand. The ingenuity of Elements lies in its astute ability to simplify global expansions. By acknowledging how costly and arduous this process can be for firms, Elements works to ensure that its clients have an opportunity to explore global markets in a costeffective manner, prior to launching a full-scale operation in these markets. When firms partner with Elements, they get to enjoy a streamlined expansion process, one that reduces cost overheads, while simultaneously ensuring that they get to operationalize their overseas ventures as early as possible.

Moreover, Elements also manages the foreign labor and tax regulation compliance issues, so that its clients can focus on business growth and development rather than be caught up in the nitty-gritty of such issues.

Tech Platforms Developed by the Brand Super Brands attain ace market positions by virtue of their ingenuity. Perceptive implementation of technological boons helps them attain an incomparable edge in the market.

The same is true for Elements. By leveraging technological tools of

the modern age, this brand has achieved one accolade after the other. In 2020, Elements developed and launched two proprietary HR technology platforms that were crafted to further simplify the experience of its customers.

Talking about the role of both these tech platforms in pioneering change Hammell asserts, “Our technology has disrupted the marketplace.”

ApprovPay- Ideated as a global human capital management and payroll platform, ApprovPay makes the process of onboarding and payment generation swift and streamlined. By allowing customers to onboard and pay employees within merely three days, ApprovPay rationalizes the process of global expansion.

Expandopedia- Designed as a business intelligence platform, Expandopedia handles compliance issues. By collecting HR, tax, and regulatory compliance information from over 150 countries, the platform ensures that companies remain compliant with the standards of their operational locations.

Conquering One Feat after Another The growth trajectory of a firm has a significant bearing on its potential of attaining the coveted Super Brand status. Elements has successfully achieved this feat by recording an annual revenue growth rate of 100%. During the trying times of the pandemic, the company managed to record a revenue growth rate of over 45%.

Remaining on the path of impeccable growth, Elements now braces itself to triple its revenue records by the end of this year.

“

We own and operate every entity with which we do business in every country. We do all the upfront work. That way we can give our clients a cost-effective speed to market solution - Rick Hammell

“

simplifying their ability to expand globally.” This ingeniously novel model eliminates the need for thirdparty providers and streamlines the process of global expansion by offering global benefits on an astutely designed technology platform.

Carrying the Legacy Forward Mapping the client and employee base of Elements illustrates the extensive sphere of influence the firm has in the global market. With more than 250 employees scattered around the global -58 of whom are stationed in the Chicagoland area, where the firm is headquarteredthe company plans to further extend its employee base in the upcoming months. Over the last 6 years, Elements has successfully managed over 3000 worksite employees across the world on behalf of its customers. Currently, this global Super Brand has 3 offices in the US and 10 offices overseas and plans on perpetually fueling this fire of expansion in the upcoming days of 2022. Talking about the future, Hammell asserts that he aims for Elements to hit the $7 billion market evaluation mark within the next 3 to 5 years- mainly through acquisitions. www.theleadersglobe.com

| 35 |

7 Global

Super Brands & Their Sustainability Efforts

B

rands that have achieved the 'Super Brand' status have done so by embracing the constant need to adapt and change with the perpetually evolving market landscape. The climate change pressure remains a prominent force forcing brands to innovate and change with the present times. Most existing Super Brands have already flared the banner of sustainability in terms of making their business processes more streamlined and environmentally conscious.

Setting the market standards quite high, these brands have worked relentlessly to safeguard the environment. By incorporating the boons of modern technological advancements, such Super Brands have responsibly optimized their practices. To take a leaf out of their handbooks will help serve other aspiring brands to ace this arena. Thus, to help achieve this goal, we've listed some of the ways in which these global Super Brands have embraced the era of sustainability: PUMA As one of the most famous and sought-after brands in the world, PUMA has answered the need for sustainability by ideating some innovative strategies and programmes. The brand's Faster Forever strategy has been curated to foster positive change in the industry. Beginning almost a decade back, in 2011, PUMA started 'The Clever Little Bag' campaign when it redesigned the packaging of its shoes. The

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The 50 Super Brands of 2021

Editor's Choice

packaging now being used for PUMA shoes, i.e. its shoe bag, is made of cornstarch. This means that it's easy to naturally decompose within a period of 3 months. By forgoing the use of paper or plastic, PUMA pioneered a legacy sustainable change. This has also helped reduce the carbon emissions of the company by 10000 tons and reduced its paper consumption by 65%.

IKEA We all know IKEA as a leader in the furnishing and home décor industry, but very few people are aware of the green initiatives taken by this industry giant. By sourcing half of its wood from sustainable foresters, IKEA has helped reduce deforestation and unchecked lumbering of trees. Moreover, all IKEA cotton products are made from cotton that's sourced from farms that adhere to the Better Cotton Standards. The brand has also shifted to more sustainable ways of powering its stores by switching to solar panels. With more than 700,000 solar panels powering its stores, IKEA has become one of the most energy-efficient Super Brands in the world. To help reduce the carbon footprint of its employees, the brand has also gifted them bikes.

Procter & Gamble For the uninitiated, Procter & Gamble is the parent firm for companies like Tide, Febreze, Head & Shoulder, Vicks, and others. This global Super Brand has done its fair share to infuse environmental consciousness into the operations of its in-house brands and ventures. The water from the HVAC systems of the firm's Saudi Arabia plant is used to irrigate land and top off fire tankers. Moreover, this Super Brand has fine-tuned its processes to the extent that 70% of its global production sites are sending no waste to the landfills. Procter & Gamble has also shifted to the use of windmill energy instead of fossil fuel-driven energy sources. Moreover, 'The Holy Grail' project of the firm manufactures products that come with 90% recyclable packaging.

Nike This sports shoe brand has only but recently started working to achieve sustainability in its production processes as well as finished goods. However, it's always better to start in the present rather than wait for a time when there will be no future. Nike has recently

launched an app where its customers can compare the environmental footprint of the different shoe fabrics the brand sells. They've also started using postconsumer recycled products in their goods to reduce the waste output levels.

Apple As a world-renowned Super Brand, Apple too has embraced sustainability as an essential stepping stone to the future. Back in 2015, Apple signed a $1 billion deal with First Solar to use renewable power sources for its California offices, warehouses, headquarters, and data centers. The Apple Renew Program also allows customers to trade in their old Apple devices for a gift card. They can also have them recycled for free at an Apple Store. Apple has also ensured that environmentally harmful PVC is removed from its power cords, and earphones to make them safer.

Amazon Amazon's solar rooftop project is well-documented as one of the largest sustainability moves by a Super Brand, owing to the magnanimity of the brand's reach and demand. The brand is guided by a '24/7 policy of eco-consciousness and awareness'. Amazon has invested in 10 renewable energy farms with windmill turbines to leverage the boons of clean energy. It also works with its listed manufacturers to reduce waste outputs quite significantly.

Google Apart from these Super Brands, Google has also worked extremely hard to transform its environmentally-conscious policies into tangible reality. By investing $2.5 billion in renewable energy projects like ones mapping forest loss, tracking illegal fishing, poaching, etc. the brand has soared high on the sustainability radar. One of the biggest sustainability achievements of the brand remains its search engine's 100% transition to renewable energy sources.

Thus, by following in the footsteps of these global Super Brands, aspiring and budding ones can also make a difference. Sustainability is important to customers because they too are increasingly environmentally conscious and want to side with brands that mirror their philosophical standpoints. www.theleadersglobe.com

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The Ground-Breaking Home Care Super Brand

W

ith the ever-augmenting home care needs in the community, finding the right service partner can be an arduous task. In Home Personal Services was founded in January 2004, keeping this caveat in mind.

Operating with a core desire to make home care affordable and accessible to all, In Home Personal Services has today blossomed into a true Super Brand operating within this arena. By leveraging the boons of technology, In Home Personal Services has been relentlessly serving the community over the last 17 years.

Meeting the Selfless Leader Crafted under the astute guidance

of its President and CEO, Mr. Michael A. Collura, In Home Personal Services has grown to achieve one feat of success after the next. As a successful entrepreneur and versatile leader, Michael has extensive experience in the field of business development and marketing. Apart from helming the reigns of In Home Personal Services, Michael also spearheads Bowes In Home Care, Inc. as its CEO. Although Michael has introduced and successfully incorporated several business development concepts and authentic growth ideas that have shaped and changed the kind of care provided by the

company, he still believes that he is “the least important person in the room”. Modest to the core, Michael believes that his contribution in making the venture a success has been close to negligible. As a truly dignified leader, he accords the growth of the enterprise to the collective effort of the In Home Personal Services team that has dedicated its heart and soul to making the brand what it is today.

Underpinning Tenets of the Enterprise In Home Personal Services is guided on its noble journey by the mission that clients and their families must be able to enjoy topnotch quality home care services.

“

The Company has only approached the business in one way, to have a genuine desire to care for the elderly. It is in every fiber of everything we do. Not just a clever tag line, a true meaning in the nature of what they do every day

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The 50 Super Brands of 2021

“

– Michael Collura President and CEO

Michael crafted the venture with an astute understanding of the core issues facing seniors living at home. He asserts, “We understood early on the challenges facing many seniors and their families when it came to aging and the desire to maintain a safe and independent lifestyle in the comfort of one's familiar surroundings.”

Through his relentless zeal and perseverance, the venture has now blossomed into a notable Super Brand that's made a mark for itself not just in its native state of Illinois, but also the rest of the US. In the course of the last 17 years of its existence, In Home Personal Services has touched many lives and made a notable difference in the care routines of hundreds of community members. The gratification derived by the IHPS team from its years of incomparable service motivates it to further improve the already optimized care solutions provided by the brand.

USP of this Super Brand In Home Personal Services has secured the Super Brand status by virtue of its unmatched diligence to the satisfaction of customers. With a plethora of home care offerings that are tailored to the needs of the customer, In Home Personal Services makes sure the requirements of its clients are prioritized over any other considerations. Providing only the care that's needed, In Home Personal Services has no long-term contracts or commitments. This helps safeguards clients from any future surprises like hourly minimums and others. Even after earning several accolades for its years of service, In Home Personal

Services still values the feedback and happiness of its clients over everything else!

Cutting-Edge Home Care Services Since challenges are a part of every Super Brand's journey to success, In Home Personal Services too had to encounter its own share of roadblocks. However, thanks to its visionary leadership, In Home Personal Services was able to transform all these obstacles into opportunities with great ingenuity.

Moving away from the standard 'cookie cutter' approach, In Home Personal Services embraced the calling to be better than the rest! To this end the company's list of services include the following: 1. Round-the-Clock Flex CareServices included in the segment vigilantly cover everything from morning care rituals to evening care ones.

2. Hygiene Care- From safe showers to dressing assistance, In Home Personal Services provides it all under this service segment.

3. Lifestyle Care-Services under this broad lifestyle segment include everything from meal care to light housekeeping and pet TLC. 4. Specialty Services- These services include specially crafted care protocols for diseases and conditions like Alzheimer's, CHF, Diabetes, Dementia, Cancer, and others.

5. Movement and Exercise Assistance- exercising and daily movement can be important to maintain a well-balanced healthy lifestyle. To this end, In Home Personal Services offers active exercise and shopping assistance, so that its clients can run errands as smoothly as possible.

Apart from these services, In Home Personal Services also offers a diverse and extensive plethora of home care services to its clients.

Fighting the Pandemic and Mapping a Future During the pandemic, In Home Personal Services workers exemplified the zeal of frontline soldiers who refused to take time off even after knowing the risks associated with the pandemic. Even after knowing the dangers associated with the pandemic, they chose to prioritize the trust of the clients who had selected In Home Personal Services as their service provider. This helped the entire team at IHPS learn a whole new level of resilience and strength making them more prepared to deal with any obstacle or crisis that may arise in the future.

The Covid-19 pandemic exposed the need to embrace a new approach to healthcare services.

With rigorous new training protocols, In Home Personal Services has already ins tuted ways of priori zing the safety of those it cares for. The company has designed a novel Acute Home Care program to deliver care that meets the new pandemic standards for safety and infec on control. While con nuing to put its best foot forward, In Home Personal Services also aims to expand in the upcoming days of 2022. Looking towards a hopeful future, In Home Personal Services now wants to focus on its franchise chain that is spreading the mission of the venture far and wide across the country.

www.theleadersglobe.com | 39 |

6 Predictions for the

Fute

of

Speech-Recognition

Tech in 2022

O

ne of the greatest boons of living in a highfueled tech era is that we get the first-hand experience of the myriad changes it brings into the world around us. Speech recognition has been one such seminal innovation that has helped shape the world around us decisively over the course of the last decade.

When speech recognition tech emerged back in 2011 with Apple's Siri, no one could have predicted its formidable role in the path of innovation. Today, speech recognition tech has become much more than a conduit for voice assistance, it has grown to be a significant driver of novelty in the industry. From the healthcare to the banking sector, speech recognition tools and software programmes have come to dominate the market!

Shedding light on the future of such an invaluable tool, we've listed some of the most important predictions for the tool in the upcoming days of 2022: 1. Change in Search Behaviors- one of the most salient predictions for the upcoming year is that voice assistants and speech recognition software programmes will play an important role in changing the way we search for information online.

Although we can already witness this shift, it's bound to be more pronounced with the progression of days. This is because as search behavior

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The 50 Super Brands of 2021

preferences of customers change, brands are also experiencing a change in their touch points. The augmenting importance of 'listening points' is a direct consequence of this shift. This will also pave the path for new modalities of marketing that help brands connect with their customers who prefer voice search over the manual one.

2. Voice Cloning- with the increasing levels of innovation in the market, we are not too far away from voice cloning. With ML software solutions, the recorded voice of an individual can be tweaked to perfection. Such ingenious voice conversion technology will be largely beneficial to marketers, filmmakers, game developers, and many others. Once we reach the full potential of voice cloning, there's not much that remains beyond our grasp. The leaps and bounds of innovation in the world of tech have now made it possible to clone voices by capturing the intonation and speed of speech. Deep learning software programmes have made machine-made speech seem uncannily human!

3. Voice-tech in Healthcare- in the course of the pandemic years, we've already witnessed the widespread use of voice tech in the domain of healthcare. This rise in its adaptation is projected to keep increasing over the course of the next year.

From providing streamlined virtual assistance to handling emergency issues with utmost precision, the AI-empowered voice-tech chatbots used in the medical industry have proved to be true gamechangers.

Future Talk

4. Bidding Adieu to Switches- Since we've already been enjoying the benefits of textfree searches, it won't be long before we can relish in a remote-free world. Although this tech has also developed in most sectors, what remains is its universal launch and adaptation. With the augmenting popularity of speech-recognition tools, we are not far away from the days when we can operate TVs, ACs, and other household appliances sans remotes!

5. Augmented Security- with the more widespread use of speech-recognition software, we can imagine a near future when the safety of our gadgets and data will be further enhanced. Since most voice assistants now come with improved in-built safety features, you can relish the boons of this novel innovation without worrying about data leaks and privacy breaches.

6. Fine-tuning Chatbots- voice-tech enabled chatbots are the customer assistants of the modern age. While most industrial verticals have adopted some form of these chatbots, we can expect their functionality to further improve in the upcoming months of 2022, owing to the rapid developments in the field of ML and AI. With deep learning algorithms these chatbots will be better able to assist customers.

While the future of humanity definitely seems to be one that's guided by the tenets of speech recognition programmes, it is important to understand how we can diversify their usage.

After the set goals of this novel innovation are fulfilled, what remains is to see how it can be creatively incorporated into the fabric of our daily lives to improve it further. This is because the ingenious of developing outstanding tools does not lie in ideating them, but rather lies in using them for purposes other than their avowed ones! What remains to be seen is how the industry embraces this seminal tool, while also remaining open to its unrestrained and creative implementation in all walks of life!

www.theleadersglobe.com

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KSBC The Organization Encouraging Cooperative Growth in the B2B Segment

R

esilience and hard work are the cornerstones of success.

This is definitely the core truth for fine entrepreneurs and leaders like Mr. Dejan Stancer. As the CEO of the Kazakh-Slovenian Business Club or KSBC, Stancer has pioneered an incomparable legacy of fostering cooperative growth in the industry. Established in 2013, under the guidance and astute vision of Stancer, the KSBC aims to develop greater economic cooperation between Slovenia and Kazakhstan. Stancer was one of its central founding members and continues to guide the venture as its CEO. Becoming a Passionate Leader Stancer began his career as a 20year-old entrepreneur in Slovenia, the northern-most part of Yugoslavia. With Slovenia gaining independence from Yugoslavia in 1991 and the consequent to a free market economy meant a new challenge for new entrepreneurs.

Stancer was among one the firsttime entrepreneurs in the country who were tasked with building a wide spectrum of enterprises right from ones dedicated to automobile distribution, provision of legal and financial services to tourism.

Stancer has many years of international business experience

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The 50 Super Brands of 2021

and rich entrepreneurial experience including that as an advisor to the European Union and various global entities and renowned business leaders. Over his three-decade long career, Stancer has crafted an impeccable reputation as an ingenious industry leader. In 2020, Stancer was appointed as the CEO of GCBL as well as a Senior Advisor for the largest technology investment project in the Balkans Skopje Technology Park (STP).

Crafting a Legacy KSBC was curated by a group of passionate entrepreneurs who wanted to see tangible change in the way economic cooperation and cross-border collaboration was envisioned. To this end, under the auspices of Stancer, the KSBC focused on the B2B segment. Since this segment represented an unexploited arena with untapped potential, the Business Club focuses on ways of building trust and cooperation between the two countries by emphasizing on it.

KSBC's success today is hidden in the way Stancer and his colleagues chartered the course of the Business Club. Stancer asserts, “We did a lot of things for the first time and probably differently from past practices, which made all the difference from the existing one

and shot KSBC out of the average.”

He also lauds the role played by the Kazakhstan and Slovenian government and their officials in helping support the aims of this venture.

KSBC's Domain of Operation Ÿ The business centers on the KSBC premises in each country presents entrepreneurs from either side of the Club adequate space to showcase their products and services. Ÿ The KSBC also aims to provide companies with assistance as per their individual requirements. Whether it comes to finding business partners or concluding concrete deals, the KSBC is geared towards providing all forms of assistance to entrepreneurs seeking support. Ÿ KSBC also provides precise advice to entrepreneurs who are preparing to set up a business in either of the countries. From procedural guidelines to finding business opportunities in dependent nearby markets, KSBC ensures entrepreneurs are well-informed before they venture out into setting up a business in either of the two countries.

Overcoming Roadblocks In the creation of ingenuity, one is always likely to encounter obstacles. The same was true for KSBC. Stancer proposes, “Without obstacles, there would be no experience,” highlighting the expertise he gained from all these trials and obstacles, while running both the KSBC and the GCBL. Remaining true to his zeal for hard work and diligence, Stancer spends 20 hours a day working to fine-tune these organizations. To him this is an uncommon opportunity that's he's fortunate enough to experience. “I'm happy to have the daily opportunity to be connected to all corners of the world, to be connected to people I might otherwise never have had the opportunity to meet, while still learning new things. Believe me, it's an invaluable experience,” mentions Stancer.

much, but in reality, the changes are huge. The instruction to maintain physical distance, connected people differently than they could have ever imagined.

People connected virtually, made new friendships, organized virtual events; in short, everything moved to another sphere.” He also added that KSBC's work was put on halt as a result of the pandemic, but with the easing of restrictions and reopening borders, things seem to be back on track for a new normal.

In such turbulent times, Stancer asserts, “A good leader is someone who knows how to motivate colleagues in these times, encourage them and thus support them.” Adjusting to the new normal is therefore hinged on astute planning as much as caring for the needs of others.

“

It is important to be open-minded for the new. Being flexible and responsive in these changing times is needed, and of course, remaining connected and looking for opportunities even where you felt they didn't exist yesterday is pivotal.

“

Leading the GCBL Stancer is also currently dispensing the responsibilities of the Chairman at the Global Chamber of Business Leaders (GCBL), that's a coalition of governmental leaders, CEOs and executives, entrepreneurs, investors and business and industry leaders who share the vision of building a sustainable business model.

“GCBL brings together the best global leaders at its core, and seeks and offers solutions to overcome health, social and economic crisis, which in many fields has already grown into a strong crisis of values,” propounds Stancer.

- Dejan Stancer CEO

Adjusting to the New Normal Talking about the changes induced by the pandemic, Stancer asserts, “Outwardly, it may not seem that www.theleadersglobe.com | 43 |

Living

the

Digital Nomad

Lifestyle, Digital

P

Empowering

Fluency

andemic showed us a new way of living. In the rat race of budding businesses, companies at their best position struggled to survive among their rivals. Making a digital transition smoothly while marking the product distinctively is becoming imperative these days. As more businesses entered the online marketplace, the rivalry for traffic became even greater. Dynamos like Amazon, Walmart, and Target dived higher, whereas smaller brands faced challenges and few became gamechangers.

For all developing countries, corona outbreak urged to prepare for a period of deep and speedy technological transformation that dramatically changed markets and societies to embrace the automated world. For international cooperation enhancement, countries facilitated investment in new and upcoming technologies, which turned into the seizing opportunities in digital sectors, and majorly contributed to sustainable development.

About

e Au

Dr. Sonal Burghate is Editor at TLG Media LLP and associate editor & publisher of IJCAMS (International journal of Commerce and Management Studies) journal. She has over a decade of experience in Technology and Training sector. Her area of interest is Technology, Commerce and Management. In her prior work experience, she was responsible for leading, managing and developing multiple departments to ensure they achieve the highest possible standards of excellence in all its activities. She has published several national and international research papers in reputed journals and attended various national and international conferences.

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The 50 Super Brands of 2021

Leader's Perspective

The internet has been a real boon to us during the trying times of the pandemic. A study conducted last year suggests that the number of people using the internet grew from 4.6 billion to 4.9 billion in 2021.

This means more people had access to the myriad boons of the internet.

While the internet and its allied tools helped open up new avenues of learning and working, AI-driven tools helped the nitty-gritty of the pandemic. From the development of a vaccine to the holistic distribution of knowledge about the ailment, precautions, and consequences, AI-driven tools changed the entire health narrative for the better.

Astounding Impact on Worldwide Education The pandemic affected the educational trajectories of about 320 million school and university learners in India- according to a UNESCO report. The response to this crisis was developed by swiftly transitioning into the virtual mode of learning. This digitization of education has been a result of collective efforts. By leveraging the opportunities that tech tools have to offer, they changed the way we perceive education in the conventional sense of the term.

The benefit of using this virtual learning tool is not solely hidden in the fact that it can be accessed from anywhere but is rather secretly stored in the way this multimedia approach helps improve student engagement levels and boost interaction across learning bandwidths.

Talking about the future of education, it's critical to strengthen

and implement student-centered learning. Learning flexibility is the motto that oversees the future trend of providing great education to students. With the variety of choices available and skills honed, students will benefit immensely from flexible learning forms in the future.

Adoption of e-Medicine Globally E-medicine or telemedicine has been an effective tool in covering the spread of COVID-19. The increased use of video conferencing and digital monitoring globally lessen direct contact. When it comes to treating patients during a pandemic, careful implementation of virtual care can increase healthcare access and can help us lead a healthy life.

Despite the fears, the pandemic has exposed that there is an imperative responsibility today to use technology to make healthcare accessible to anywhere and anybody. It can be designed to support at an early stage so that the diagnosis of a disease can take place earlier or help patients with chronic diseases manage their condition.

A COVID-19 pandemic is an unsettling event in our history.

Even though the current pandemic outbreak has had a negative impact on the earth, it has given the challenge to our scientists, engineers, and innovators, and inspiration to create solutions to the problem. Human being survived with their innovations, creativity, and ability to create new solutions digitally.

With the technological

developments, advanced manufacturing, quick prototyping, robotics, and high-tech tools and techniques, now MedTech innovators can provide much faster, more efficient, safe, and effective solutions to medical conditions in the upcoming years.

Impacting the Travel Industry The influence of the digital world is reflected in the way our lives have become intertwined with the tech tools of modern living. According to a Pew Research survey conducted last year, by 2025, algorithms, remote working protocols, and digitized tools of interaction, work, leisure, and communication will dominate our everyday lives.

These tech tools also provide us with a glimmer of hope for the future of the travel industry. AIdriven tools, facial recognitionenabled passports, and real-time translation devices will make travel safer than what it is today. Even though the pandemic and data breach issues are yet to be diffused, there is hope in the industry recovering by instrumentalizing these tech tools.

We are standing at the cusp of the third wave of COVID-19, where the emergence of the Omicron variant has hit 77 countries as per WHO reports, which said Omicron is spreading at an unprecedented rate we have not seen with any previous variant. Though the situation is never predictable and can be demanding more advancements in the upcoming days. I'd say, we are rapidly moving towards the data-driven global network society. www.theleadersglobe.com

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The Brand Reinvigorating Our Love for the Outdoors

B

eing one with nature is an art we as a species seem to have long forgotten.

Enthralled by the hustle and bustle of our busy city lives, we often forget the need to reconnect with Mother Nature and experience the thrill and adventure of the outdoors.

Moreover, the hassle of carrying tents and trekking gear adds as a further deterrent for those of us who may want to embrace the quite of the outdoors. However, with brands like Letscampout, outdoor camping activities are simplified beyond one's imagination!

This Mumbai-based brand was conceived to reimagine the camping experience, one trip at a time. Built around the concept of 'camp outsourcing', Letscampout helps people enjoy their camping trips without the hassle of carrying tents and sleeping bags. Each camping site is equipped with comfy beds, adequate lighting, and well-functioning toilets to help make your outdoor experience as seamless as possible.

“

Meeting the Architect Letscampout is the brainchild of its Founder, Mr. Abhijeet Mhatre.

Born out of his astute vision and molded under his perceptive guidance, today the brand stands as one of the most well-known and successful outdoor camping ventures. Letscampout is a byproduct of Abhijeet's childhood desire to create a venture that promotes outdoor adventure and activity. However, initially he did not set out to be an entrepreneur.

After beginning his career at ICICI bank, Abhijeet continued to work with various fortune 500 companies including CITI, AVAYA, and HSBC. As an ardent nature lover and adventure seeker, he finally made the decision to start this camping startup. By leveraging over 10 years of empirical experience in the field camping and event camping, Abhijeet founded Letscampout.

Plethora of Offerings Apart from personal packages for treks, camping, picnics, and

Our franchise program helps budding village entrepreneurs to set up a campsite that they run as per Letscampout standards -Abhijeet Mhatre

The 50 Super Brands of 2021

“

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kayaking in the most scenic sites, one can also opt for packages with firewalks, jungle paintball, and rope-based activities. Letscampout also offers premium corporate outbound packages that are great for team-building exercises and retreats whilst enjoying the beauty of nature. Each package is uniquely created to help fulfill the client's requirements.

Overcoming Challenges Since at the time, the world of camping was relatively underexplored in the Indian context, building a brand from scratch and no industry precedence in the country required courage and determination. However, Abhijeet and his team were able to seize this opportunity to create one of the most trusted brands within the event camping space. According to Abhijeet, “Having a company started when there were very few players copying us around gave us a sense of accomplishment.”

Owing to this zeal and passion, over the course of the last decade, Letscampout has blossomed into a popular adventure hub catering to ardent campers in and around Maharashtra.

Sustainable Innovations Innovation is the driving force behind any formidable brand. The same is true for Letscampout. By leveraging the boons of technological advancements, the

Building the Local Community Since its inception in 2010, the company and its incisive team of experts are working to fuel the fire of innovation while simultaneously empowering local communities.

The brand has secured an ace market position by virtue of fostering inclusive and sustainable 'rural tourism' practices that help empower local residents as well as contribute towards building the rural economy. Abhijeet propounds, "Our whole idea is to empower locals in the village to lead a selfsustainable lifestyle. Our franchise program helps budding village entrepreneurs to set up a campsite that they run as per Letscampout standards. This enables us to grow as well as partner with the locals.”

Customer-First Approach Letscampout has carved a distinct space in the market owing to its unique approach to understanding client requirements. The

organization has designed its package according to the specific needs of its clients. Since all client segments are different, each Letscampout package is also different. Letscampout has attained a definitive market edge because it understands the client's requirements as holistically as their areas of concern. Each program at Letscampout is designed after thoroughly consulting with trainers and clients. Planning is key to the endeavor. The Letscampout team believes in planning ahead and communicating all the steps of the proposed package well in advance with its clients and stakeholders. It takes pride in planning and executive each package with utmost care and precision.

Feedback-Based Growth Feedback incorporation is key to the growth of the organization. The team at Letscampout believes in updating its offerings by integrating what its clients have to say about their experiences. They welcome both applaud and criticism with open arms as each has a lesson in store. Such a commitment to feedback has ensured that the firm remains dynamic over its years of operation and continues to deliver quality services while also pursuing innovation.

“

Having a company started when there were very few players around gave us a sense of accomplishme nt when these same players copied us and our photos

“

enterprise has tried to innovate for a cause. The firm has tried to ideate innovative and sustainable ways of waste management for its camping activities. Waste management is a significant cause of concern especially because most camping sites are located in the heart of nature and must be kept pristine. To this end, Abhijeet and his team came up with a cost-effective as well as environmentally conscious solution. Letscampout started making pallet wood toilets with recyclable waste wood to pioneer change. It has also filed a patent for the same. Abhijeet asserts, “Our portable wooden toilets have been well accepted and lauded by our entire client base. Sanitation was a major concern in the outdoor industry and we have fixed it.”

-Abhijeet Mhatre Founder

Future Calling While Letscampout hopes to continue polishing and diversifying its existing experiential training programs, expansion is also very much on the horizon for the firm.

Becoming synonymous with camping is the ultimate objective for the brand. It aims to soon cater to the camping needs for adventure seekers all across the country.

www.theleadersglobe.com | 49 |

6 Managers

Skills Brand

Transform Brands into Must Ace to

Super Brands

S

uper brands are products of prolonged dedication and hard work. There are no shortcuts to achieving this coveted and revered 'Super Brand' title. Entrepreneurs have to work relentlessly to earn it as well as maintain its integrity. Apart from the other nuanced aspects of this journey, branding is an essential part of it.

Brand management work tirelessly to make the brand a success in the market, ensuring that it doesn't drown in the crowd of existing competitors.

Thus, brand managers play an important role in fostering a coherent and formidable brand image.

They also contribute towards the development of a brand's culture. This means they have to possess a set of diverse skills to ace in this arena. Listed below are some of the most notable skills brand managers can hone and polish to become better leaders for their brands.

1. A Well-Balanced Managerial View Much like any other leader, brand managers are required to have a broad spectrum managerial outlook. Brand managers who are able to strike an equilibrium between the tone of internal messaging as well as the external communications of a brand, succeed at achieving an enviable level of brand consistency. Leaders acting as brand managers have

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The 50 Super Brands of 2021

Leadership

to work towards developing this skill as it does not come naturally to most. Treating customers and employees with the same level of integrity and respect is definitely a tough skill to master! However, once they've invested time and effort in building trust within the team as well as crafting healthy customer relations, brand awareness is well within their reach.

2. Building a Company Culture Brand managers help set the tone of the overall company repertoire that pervades the offices of the brand. They play a key role in fine-tuning the team to the extent that they start performing like a cohesive unit. Fostering inter-team discussions can help build rapport that outlasts the courteous, but often underwhelming conversations about projects.

Moreover, such discussions and close-up assessments of the team members also help brand managers know the strengths and weaknesses of the individuals. This can be kept in mind for the future, sidelining unnecessary frustration when a task one is not good at is assigned to the individual because the brand manager doesn't know the person well!

3. Adaptable to Pressure Since most managerial responsibilities involve a significant degree of pressure, brand managers must always be prepared to change themselves, when the situation gets tough. Adaptability is one of the greatest gifts of humankind. The fact that we can cognize alternative response strategies to any given situation is commendable. However, this is only possible and comes naturally to those who have imbibed this virtue as an essential part of their lives.

Brand managers must be able to handle pressure and change strategies on short notices if at all the need arises. Moreover, since your team follows your lead, as a leader you must try to remain calm and composed when dealing with a high-pressure situation. If you panic, your team is bound to follow suit!

4. Embody a Solution-Oriented Outlook Another skill that's linked to the previous one is that

brand managers also need to be problem solvers.

They do not have the luxury to sit back and complain about the way things have panned out.

They must deal with the problems or issues that might have happened as a result of a branding campaign with the same gusto as the praise that follows a successful campaign. Looking for a solution even during the toughest of times is a sign of a true leader.

5. Creative Thinkers Brand managers have to tap into their creative side each time a new branding campaign for the brand goes up. However, they also have to embody a certain sense of perpetual creativity that guides the team throughout the year and not just during the campaign brainstorming days. As we all know, branding is no longer an annual activity, with festive campaigns being released twice a year, it is now more about what your brand holistically stands for. Thus, brand managers must constantly find creative ways of differentiating the brand and making its market presence as unique as possible.

6. Media Savvy Much like creativity, this is a core skill requirement for brand managers before they can assume such important leadership roles in a company. Brand managers have to be media experts and more importantly, people experts. They must be able to gauge the kind of response the brand will get from one media channel over the other. This response variance helps guide specific channel-oriented strategies. For instance, what works on social media may not work for print media. But at the same time, they must ensure overall uniformity in the message of the brand to ensure its success.

Brand managers play a seminal role in elevating brands to the 'Super Brand' level. Without their leadership contributions, brands would not be able to climb this ladder of growth and accolades.

However, as humans, brand managers also need to brush up on their skill sets to ensure all-round excellence.

www.theleadersglobe.com

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Phoenix

Global

The Super Brand Making Sustainable Business Growth a Reality

B

ecoming a Super Brand requires strong commitment to a certain set of ideals that guide and define the brand's future course of action.

With the umbrella of influence a Super Brand possesses, it is important to have a fruitful message of operation that helps bring about a change in the way business is imagined. Phoenix Global is one such Super Brand that's working to weave the ideals of sustainability into the fabric of businesses across the world.

Phoenix Global is a US-based global boutique consulting and business development firm catering to clients across 6 continents.

Phoenix Global has attained a distinctive market position owing to its ability of driving market development and expansion on behalf of its clients. This Super Brand excels at facilitating clients' projects and accelerating their business ventures while simultaneously keeping the goals of sustainability close to heart.

As a truly global Super Brand, Phoenix Global maintains an operational footprint of working on projects and expediting investments in North America, South America, Africa, Asia, and Europe. The firm works relentlessly to help optimize the business potentials of clients,

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The 50 Super Brands of 2021

by creating growth opportunities for them in both the established and emerging markets across the world.

Meeting the Leader Phoenix Global is led on its path of excellence under the guidance of its ingenious CEO, Larisa Miller. With a Political Science Degree from Rutgers University, New Jersey, and an Organizational Leadership Degree from the prestigious Penn State University, Larisa started her career by working for the Commonwealth of Pennsylvania.

While initially, she worked for the Secretary and Deputy Secretary of Agriculture, Larisa quickly went on to work for the Pennsylvania Governor, Tom Ridge, with a focus on public policy. She then spent several years working as a personal advisor and head of business development at the Royal Family in Abu Dhabi, United Arab Emirates, with a focus on investment in sustainable development, technology, energy, and agriculture.

Larisa also helmed pivotal responsibilities as the head of the Royal Family's large non-profit foundation, Circle of Hope, which focused on women, youth, literacy, and education. It was through her work with this UAE-based foundation that Larisa got to spend considerable time working with women and children in refugee

camps in the Middle East and Africa. In February 2020, Larisa was named as the Ambassador of the State of the African Diaspora by Prime Minister Louis-Georges Tin. Larisa's contribution to the field of business has been recognized time and again by several sources. She was recently named one of the World's Top 100 People in Finance

by Top 100 Magazine. Last year, Larisa was named as one of the 10 Most Influential Business Leaders of 2020 by Exeleon Magazine. She was also named as one of the 100 Global Women of Excellence by Sovereign Magazine, Top 10 Most Influential Friends of Africa by For Business in Africa Magazine, and the 2020 Personality of the Year by Powerhouse Magazine.

Areas of Proficiency Phoenix Global offers a plethora of variegated services to deliver excellence to its clients. Some of its areas of expertise include: Ÿ Cybersecurity & Physical security Ÿ Transportation & Capital Projects Ÿ Blockchain Ÿ Business Development, Management and Leadership Consulting Ÿ Global Market Development & Expansion

“

As an ambassador, I am committed to be the voice for these unheard and often unseen people who are the backbone of society - Larisa Miller CEO

“

Securing a Market Edge Phoenix Global has secured a unique market niche by offering customized consulting solutions to its clients. By working one-on-one with them, the team at Phoenix Global ensures that their approach remains grounded in the specific needs of the clients. Such an ingenious outlook helps overcome the problems of a traditional 'cookie cutter approach' whereby firms may try to force fit a solution irrespective of the specific requirements of the client. Larisa asserts, “I spend a great deal of time crafting unique strategies, business models and, way-forward for our clients to build their growth, resiliency, and profitability while making them leaders in the market space.” This commitment of the brand has helped it secure an unparalleled market niche.

Focus that Defines this Super Brand's Legacy Since Super Brands cement their legacies by being embodiments of their values and beliefs, attaining this coveted status is quite a litmus test for most brands. For Phoenix Global, the core value that runs through each of its business endeavors remains sustainability.

As a consultancy, the team at Phoenix Global works with governments and companies around the world to synthesize growth strategies that are effective as well as sustainable. While the firm is guided by the objective of helping clients attain a higher level of operational efficiency, they are equally dedicated to chartering routes to this goal that have positive societal and environmental impacts.

GCBL Partnership Remaining true to its ideals of sustainability, Phoenix Global is a proud partner of the Global Chamber of Business Leaders (GCBL) that is a coalition of Csuite executives, entrepreneurs, investors, governmental, and industry leaders who share in the common vision of promoting a viable business environment to attain sustainable business growth.

By promoting UN's declared Sustainable Development Goals (SDG), the GCBL works towards the incorporation of these goals in the blueprint of future business ventures. As the CEO of Phoenix Global, Larisa works relentlessly to ensure that all its business ventures, investments, and projects exemplify this commitment of the Super Brand. www.theleadersglobe.com

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Shiftco Shipping The Logistic Genie Transforming the Global Markets

D

ubbed as the cornerstone of the supply chain process, logistics is undoubtedly one of the key drivers of the industrial landscape. Securing a market edge in this competitive era depends on finding the most reliable logistic partner. Shiftco Shipping is one such logistic solution provider that's disrupting the market one shipment at a time.

Embodying the spirit of proactivity, alacrity, and a solicitous attitude, the company has crafted a niche like no other. The foundations of this novel venture were laid 7 years ago in an attempt to design and create opportunities for people who are passionate about the industry.

Known for its ingenious logistic solutions, today the company stands tall as a pioneering figure in the Indian market as well as overseas.

Meeting the Leader Under the guidance of its esteemed Founder and Director, Mr. Ajith Kumar, Shiftco Shipping has grown

“

to achieve novel heights of success. As an original thinker, Ajith is always looking to innovate ways of pioneering change in the world of logistics –an arena he has mastered over the course of the last few decades.

Modest at heart, Ajith believes in remaining humble even when he has attained unparalleled success in an industry. He has crafted Shiftco Shipping as a mirror image of this ideology. Ajith believes in channeling his passion for logistics into providing clients with best-in-class services. While he is proud of the logistic solutions Shiftco provides, he also believes in the theory of perpetual growth and evolution.

For Ajith, it is only by effectively processing feedback and criticism that a firm can grow and succeed.

He has incorporated this philosophy into the operation matrix of the brand.

Securing an Edge Shiftco has achieved an

Your unique approach to handling adversities makes you an effective leader - Ajith Kumar

The 50 Super Brands of 2021

“

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unparalleled edge in the logistics industry owing to its ingenious supply chain process that's both efficacious as well as resistant to global market changes. This coupled with the regular R&D activities of the firm makes sure that it remains in tune with latest developments in the industry to facilitate easy shipping and truncate transit times. Shiftco Shipping caters to a plethora of sectors like the Automobile, Telecom, Pharmaceuticals, FMCG, and Engineering sectors. By leveraging the boons of their cost-effective solutions, Shiftco was also able to transform its OEM associations into long-term business relationships. Shiftco Shipping has thus built a global clientele by virtue of its visionary logistic solutions.

Guiding Principles Ajith's dedicated work ethic is reflected in each project he undertakes. He believes in disrupting the existing spectrum of innovation for something that's most novel and authentic. For him, creatively handling challenges in the logistic sector have been the secret to the success Shiftco has achieved ever since its inception.

According to Ajith, agility is the key to becoming a great leader in the modern industry. With the constantly altering industrial landscape, remaining a step ahead of the curve is essential. He

Customer Satisfaction as the Key Driver Embodying a customer-centric approach, Shiftco Shipping has always prioritized its quality deliverance promise over costs. The company has sustained impeccable client relationships by upholding the integrity of its superior standards. Aversive to cutting corners, Shiftco's unwavering commitment to quality irrespective of cost has at times caused the firm to pay double their quotation to get the job done. Elevating the standards of industry discipline, Shiftco paid the excess cost on their own without burdening the clients.

Embracing Change The brilliance of Shiftco is hidden in its relentless drive to mine the ingenious. Fueling the fire of innovation has been a significant achievement for the firm. Ajith believes in adapting to the constantly changing nature of the business environment. According to him, it is only through proactively embracing change that we can stay relevant in the modern world. This translates to the use of various digital tools by the brand to remain abreast with the changing times.

Thus, by leveraging the myriad tech boons the company has soared from one height of success to the next.

Learning from Adversities While the Covid-19 pandemic has been a period of trials and

tribulations for all, Shiftco has managed to adapt to the new normal urged in by the pandemic.

By embracing an agile outlook to the pandemic situation, Shiftco modified its operations to improve its functionality vis-à-vis the changing market landscape.

Exemplifying an unparalleled business resilience, Shiftco continued to innovate its problem-solving approaches to meet the challenges of the pandemic head-on.

Caring for the Team Since the strength of an organization is equivalent to the abilities of its team members, Shiftco takes extra care of their well-being and development.

From organizing regular teambuilding exercises to input sessions, Shiftco tries to invest in the holistic satisfaction and development of its team members just as dedicatedly as that of its venture. Shiftco believes in growth through active learning and to this end it conducts various beneficial mentorship programs where staff members get to approach their senior executives for insights, and advice.

Chartering the Future Course of Action In the 7 years of its existence, the firm has not only been able to include top airlines and shipping lines within its service umbrella but has also blossomed into the preferred logistics partner for global associations. While the firm has carved a niche in the field of Aero Space and Critical shipping solutions, it plans to

“

Innovation is the key to survival in the perpetually changing industrial landscape of the modern world.

Without novelty, you can't hope to sustain your venture in the present market context

“

proposes that by infusing agility into the business operations and making well-informed, perceptive decisions, this feat can be achieved.

- Ajith Kumar Founder & Director

continue growing and tackling new challenges. The goal of the firm remains to be a formidable logistical force in the global market and to this end its expansion plans are being implemented in full swing. With fully operational overseas offices in Sri Lanka and Bangladesh, the company is now in the process of establishing 2 other overseas offices.

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Market Relevance as

Key

Sup to the

Brand Status

A

ll the brands that have traversed through a difficult path to attain their goal of becoming Super Brands, share one thing in common: market relevance. It is impossible to become a Super Brand without achieving a certain level of market relevance. Both building a customer base as well as retaining it is hinged on the powers of a brand to remain relevant.

With the constantly changing customer needs and expectations, brands are kept on their toes to differentiate their products from their competitors, while simultaneously meeting these new customer demands. The struggle at the heart of the issue remains about maintaining the existing credibility of the venture as well as preserving its image.

How Do Super Brands Maintain Market Relevance?

Since Super Brands are known to be market disruptors and game-changers, they ensure that their approach to market relevance is also equally unique and different. While the pressure of adapting to the changing customer landscape remains prominent

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The 50 Super Brands of 2021

Opinion

for Super Brands, they often choose to use this pressure fruitfully.

Instead of developing strategies with short-term goals in mind, these brands opt for those that can make a difference in the long run. This far-sighted vision of most Super Brands helps make them the stalwarts they are today. These brands try disrupting the market with strategies that make them pioneers in whole new subcategories of products or services. By leveraging the boons of technology as well as marketing, these Super Brands create new categories of purchasechanging the very way customers approach a purchase. This hidden talent of ideating ways to not only remain relevant but also craft a new relevance standard makes Super Brands stay in the game for the long haul!

Thumb Rules for Super Brand-Level Relevance Aspiring brands can take a page out of this playbook and achieve a similar level of market relevance by focusing on the following key areas: 1. Customer-Centric Approach This one's a no-brainer, as all brands that hope to be permanent players in the market must adopt a customer-centric approach, at all costs! There are no two ways about this core principle. Everything that the brand creates, markets, or sells in the market must be in-tune with customer requirements. In other words, brands have to keep their clientele in mind when ideating products and services as well as marketing them. Super Brands have mastered this approach because they have reached a level where they are able to gauge the needs of the customers even before the customers themselves realize it! Aspiring brands can attain at least a part of this astute outlook by simply analyzing the purchase patterns of their clienteles to derive insights.

2. Amplify Your Differences Brands that are aspiring for the Super Brand status must constantly try to amplify how and why they

are different from the rest of their market competitors. Although achieving market relevance in the short run by focusing on following an imitation policy may seem tempting, in the long run, this strategy can prove to be detrimental. This is simply because your customers will deem your products or services to be easily replaceable. To avoid being dispensable, you must stop jumping on the bandwagon and try to establish your market edge. As mentioned earlier, Super Brands do so by inventing new categories of sales to sway customers to their side. Although this same strategy might not work for aspiring brands, they can definitely use a version of this plan to charter a distinctive course to market relevance.

3. Experience is Key In the current market space, customer experience is undoubtedly the final deciding factor that separates successfully relevant brands from those that have amazing products but are unable to remain viable in the market. Super Brands make sure their touch points remain optimized. They work to ensure that their levels of customer engagement remain high, but at the same time, it also remains interesting and fruitful. Making customer experiences engaging is vital as most customers are likely to return to your brand only if they feel at home when interacting with it. Try to create a holistic experience, while also maintaining an overall level of consistency in your approach. This can help maximize your relevancy quotient!

Apart from these key factors, brands also have to remain innovative and creative, as without innovation, no brand can hope to attain a market edge. While stroking the fire of innovation, you must also try to make your brand decisions as authentic as possible, as this will help align your business model with the long-term goal of relevance. If these pointers are followed diligently, aspiring brands can surely attain the Super Brand status!

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Consulting The Super Brand Streamlining Digital Transformations

W

by-design cloud platforms, custom development, and nearly every IoT device in the US and EU markets.

ith the rapid onslaught of digitization, expanding into the digital space is a prerequisite for firms that want to succeed in the current market space. As a digital consulting firm, Trility Consulting excels at helping its clients achieve predictable, repeatable, and auditable results. The Super Brand helps businesses overcome their digital expansion and growth issues with methodical technological and technical solutions.

Trility Consulting molds its offerings to make the process of aggregating devices from their points of origination into consolidated platforms more streamlined and efficient. This systematic and coherent representation of data helps boost the decision-making abilities of the client.

Becoming a Super Brand Trility Consulting has carved out a distinctive market niche as a Super Brand owing to its unmatched business and technology solutions.

The firm is changing the market landscape of the IoT industry with its impeccable lineup of products and services. The Urbandale, Iowabased firm has unparalleled expertise in the domain of security-

Meeting the Curator Trility Consulting was established under the seasoned watchful eyes of its Founder and CEO, Mr. Matthew D. Edwards in 2017.

Donning multiple hats, Matthew excels at being an international developer, business and technical consultant, researcher, technology investment analyst, writer, and speaker. Trility has flourished under

“

When you help a customer understand what they want and how you are going to effectively take them there, the result is a happy customer, excited to work with you again and again.

- Matthew D. Edwards

“

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The 50 Super Brands of 2021

Matthew's decades of experiencespanning across multiple countries and industries- in the fields of technology and business. His vision when laying the foundation of the firm was to help companies discover, define, implement, and evolve their projects, teams, and operations to achieve their desired outcomes.

Matthew also founded Teach People as an international NGO in 2016 to help meet the basic fundamental needs. Currently, the NGO is working in Zimbabwe, Africa to bring clean drinking water to the villagers in the region.

Understanding the Process Trility Consulting helps its clients achieve a streamlined path to the vision they have for their ventures.

With the astute expertise of this Super Brand, its clients can understand how to approach the growth and success they aim to attain. Trility Consulting uses a 4step process to holistically distill the issues and solutions for each client. Ÿ Discovery- the first step involves introspection and review. This helps the client and the firm identify the core issues and begin to device a potential solution for it. Ÿ Definition- in the next step,

success.” This helps make success a guaranteed outcome when companies partner with the firm.

Moreover, since the firm embodies a clientfirst approach, each set of solutions is uniquely crafted and tweaked according to the needs of the client.

A Diverse Portfolio Apart from its extensive list of services like Cloud and Infrastructure, Data Strategy, Product Design and Development, Operational Modernization, Information Security, and others, Trility Consulting has also ideated a novel path to digital solutions by pioneering its unique IronBench line of products. IronBench products are built to provide expert solutions to common challenges clients face every day, from cloud adoption to compliance.

The Team behind the Venture Trility Consulting has soared to the coveted position of a Super Brand by leveraging the unmatched brilliance of its team of experts.

With extensive experience in areas like secure cloud adoption, custom development, IoT, information security, performance engineering, development, and data management, the team at Trility is one of the most perceptively curated teams in the industry.

A Unique Approach Trility Consulting has blossomed as a formidable market disrupting force by virtue of its impeccable approach to the way business is conducted. The entrenched teamspirit in the firm allows its experts to approach each client session methodically. As Matthew asserts, “when a team engages with a client, every person has a role and set of responsibilities which helps the team operate quickly, effectively and completely.

However, any person on the team will do any and all work necessary to help the client experience

Future Mappings Guided by the philosophy of perpetual change, Trility Consulting believes in evolving with the changing times. To this end, the firm is constantly trying to reinvent itself to satiate the everchanging demands of the clients.

Trility Consulting is currently looking to expand its team to serve its expansive national as well as international clientele. Building on its Super Brand status, Trility is looking to further enhance its stronghold in the market as a consulting firm that specializes in formulating tailored business and technology solutions.

“

When our team engages with a client, every person has a role and set of responsibilities which helps the team operate quickly, effectively and completely. However, any person on the team will do any and all work necessary to help the client experience success - Matthew D. Edwards Founder and CEO

“

clients are encouraged to put forward their opinions about the issues and how to solve it. Ÿ Implementation: After the right course of action has been identified, Trility works with its clients to effectively implement the solution. Ÿ Evolution- Trility offers its hosted, managed services in public and private cloud combination.

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Bringing Sustainable Innovative Solutions for Animal Nutrition

L

imited resources and accelerating demand for protein across the world have consequently boosted the requirement of sustainable and quality animal nutrition solutions.

The Indian livestock industry has also witnessed a similar growth spurt in the bygone years, lodging an average annual growth rate of 78%. Trouw Nutrition, a Nutreco company, has the purpose of

Feeding the Future and aims to address the existing challenges in the Industry by supporting farmers, feed millers and integrators with its innovative solutions. Based on the cornerstones of quality, innovation, and sustainability, Trouw Nutrition has been optimizing animal nutrition through integrated solutions for a period of over 90 years.

Trouw Nutrition, the animal nutrition division of Dutch global company Nutreco is headquartered in the Netherlands, while its Indian operations are headed from Hyderabad. Trouw Nutrition India brings an integrated approach of Feed-Farm-Health to support efficient feed mill operations, help raise healthy animals and bring better nutrition for maximum productivity and profitability. With a broad portfolio that includes feed

“

By combining the merits of technological knowledge with our passion for delivering the very best to customers, we ideate the most ingenious products and solutions for them that effectively eliminate the myriad challenges of production

“

- Dr. Saurabh Shekhar General Manager | 62 |

The 50 Super Brands of 2021

additives for mycotoxin management, feed safety, gut health optimization, trace mineral nutrition, vitamin and mineral premixes, and backed by unique and innovative models and services, Trouw Nutrition India is a one-stop solution provider for their customers.

Meeting the Transformational Leader Trouw Nutrition India has grown significantly over the past few years under the leadership of General Manager – Nutreco South Asia, Dr. Saurabh Shekhar. A veterinarian by profession, he joined Trouw Nutrition in 2017 bringing extensive experience having led various teams earlier.

Dr. Saurabh while mentioning about the journey says, “Trouw Nutrition brings along with it a very noble purpose and strong values to mark a difference in the animal nutrition industry. Our focus in India has been to maximize the potential of India market through our products, services, and people who are subject-matter specialists.

We are grateful that our customers have recognized us for our efforts and have supported us throughout the journey despite the pandemic challenges.”

Driven by Innovation With a focused approach to develop innovations that can lead the way for next 10 years, the aim of Trouw Nutrition is to significantly impact

the entire livestock ecosystem for better productivity and profitability to double farmer's income in a sustainable way. This is well supported by the six research centres located in the Netherlands, Canada, and Spain that cover research across all species. Trouw Nutrition has the following key innovation pillars that bring an integrated approach of feed-farmhealth: Early Life Nutrition: Aims to maximizing the genetic potential of production animals by investing in the young animal and preparturition period. Innovations like ChickCare, are not just antibioticfree but also have a profound impact on animal's potential and life-long performance.

Healthy Life: Trouw Nutrition remains equally dedicated to the animal health and welfare while also preserving the environmental and public health. As part of a healthy life, the product offerings of Selacid GG and Selko pH helps to maintain good gut health and hence overall health of animals while also efficiently reducing the reliance on antimicrobials.

Precision Nutrition: Ambitions to harness the power of digital tool and big data to sustainably improve feeding and farming practices while also meeting production objectives.

Utilizing digital innovations like NutriOpt to deliver integrated

solutions to support sustainable precision farming.

Feed Safety & Quality: Trouw Nutrition's focus on sustainability is heavily supported by their programme on feed safety. They have been delivering advanced diagnostics and technological solutions that focus on improving the safety and sustainability of the feed supply chain. Products like Toxo-MX, Toxo-XL, Fylax range help to control both mycotoxin and mould challenge.

Trouw Nutrition India has further established a Customer Service Laboratory called TrouwLab in Hyderabad, part of MasterLab-the largest network of laboratories globally, to conduct analysis of various parameters to support their customers. In addition, their stateof-the-art production facility in Jadcherla, Hyderabad is one of its kind premix and feed safety solutions production facility that brings unique features like automation from material handling to bagging so the final products remain completely untouched by human hands, cold storage facility for heat sensitive materials, sustainability initiatives like recycling of liquid waste and rainwater harvesting.

Tested and Validated – Quality at Heart As a pioneering leader in the animal nutrition and livestock

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Quality is another USP of the organization which they maintain through Nutrace, the Nutreco-wide quality and traceability programme.

Their dedication to quality is visible through the fact that even

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The 50 Super Brands of 2021

the raw material and ingredient suppliers are assessed as per the strict measures to ensure end-toend tracking and traceability.

The Dawn of a Brighter Tomorrow Sustainability is not simply a policy decision but a way of operation for Trouw Nutrition. The company recognizes that the future requires sustainable production and development and is thus proud to be committed to United Nations' Sustainability Development Goals (SDGs). Currently, Trouw Nutrition India wishes to continue innovating for a cause while simultaneously focusing on expanding in the B2F segment of the Indian market.

“

Trouw Nutrition is reconfiguring the future of the livestock industry with its unique approach to curating optimized animal feeds and performanceenhancing solutions

“

industry, the contribution of Trouw Nutrition India can hardly be contested. While innovations help the company to remain close to their customers, it is the testing and validation of these innovations that make them suitable to each of the different markets. Trouw Nutrition has an impressive 100+ collaborations with top universities, research institutions and customers including India wherein all the products are locally validated before final release to customers.

- Dr. Saurabh Shekhar General Manager

5 Help Brand Ways AI

Can

Evolve into

Super Brands

Creating super brands is based on the power of firms to leverage the myriad boons of the current technological era. Since the onslaught of the technological revolution, AI has been one of the foremost forces shaping the landscape of the digital world. Its cutting-edge benefits cannot be negated when one thinks about building a formidable brand with expansive recognition.

Thus, today we are witnessing firms all around the world leveraging the myriad boons of AI to build their legacies and achieve unparalleled market dominance. From reducing costs to optimizing business processes, AI tools are at the core of most modern business blueprints. Listed below are some of the ways in which brands can incorporate the benefits of AI into their business models to achieve the coveted 'Super Brand' status:

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The 50 Super Brands of 2021

1. Delivering a Personalized Customer Experience In order to become a super brand, enterprises need to deliver experiences that are different from the rest of the market offerings. Personalization is key to achieving distinction in the currently overcrowded market space. It's about communicating relevant and timely information to enhance the experience of customers. With AI, firms have the ability to process large datasets with little to no extra effort. This helps in unveiling the nuanced insights about a customer's purchase trends, preferences, and patterns, which then helps the brand embody a more focused approach towards its customers. Marketing messages can be tailored using AI, thanks to its assessing capabilities that interrogate past customer behavior, purchase history, etc. Thus, a brand can make its way to the Super Brand status simply by leveraging the personalization capabilities of AI tools to deliver better user experiences to its clients!

2. Chatbot Communication AI's role in revolutionizing the business-to-client communication channel is not unknown to most of us. Thanks to AI chatbots, brands can effectively resolve customer issues, concerns, and complaints.

As of last year, 80% of businesses around the world

Technology used some form of AI-based communication tool to streamline their customer relations. This form of marketing and communication automation helps brands be perpetually prepared to deal with customer issues and problems. AI is also the preferred avenue for companies because customers demand a rapid response. They expect responses –or at least an acknowledgement- within 60 minutes of posting the query. Such a rapid response rate that is simultaneously accurate is quite difficult to achieve manually. AI has thus been the uncrowned savior of the business world when it comes to meeting such demands. Moreover, a more responsive brand that offers valuable aid when needed is preferred over those that seldom respond to their clients.

3. Efficiency Boost Brands can elevate themselves to the 'Super Brand' category only if they can augment their overall efficiency indexes. This is important because Super Brands need to be equally adept at handling the enhanced customer demand for their products or services. This makes automation inevitable for brands. Without using AI tools to automate different aspects of the business process, brands cannot soar to the 'Super Brand' title. From manufacturing to customer retention, AI-empowered devices help attain maximum efficiency in all domains of an operation. Moreover, AI tools can also help boost the overall productivity of the employees. By shifting monotonous tasks to AI tools, businesses can free up manpower for more engaging and creative tasks. This results in much better utilization of human resources than the general overhaul of unnecessary tedious tasks being dumped on employees. Therefore, AI is changing the way work is perceived and performed rather than the common misconception that it's replacing human workers with robotic ones! When both your staff and customers are happy, you will inevitably be closer to achieving the 'Super Brand' status.

4. Error-Free Performance Super Brands are brands that perform optimally without an inch of error. Meeting such a high standard of operation is truly a daunting task. This is where AI becomes handy. By leveraging the astutely designed AI tools, brands can effectively reduce their margin of errors and enhance precision levels. Whether it is reporting and assessing datasets or marketing campaigns, AI tools can achieve an unmatched level of accuracy in all these endeavors, making the brand well-poised for its entry into the 'Super Brands' segment!

5. Smarter Decision-Making Making perceptive decisions is important when trying to secure an edge in the market. Brands can use the boons of AI to study the market trends more closely to make decisions that will produce the most fruitful outcomes. AI's predictive analysis abilities help brands understand the landscape of the market in a timely manner. This helps them make decisions that are scalable as well as actionable before the time gap for this measure expires. A certain sense of preparedness is injected into firms when they begin incorporating AI into their business models!

While becoming a Super Brand surely takes more than just automation, its significance in the process cannot be negated. Brands that have achieved this status are ones that have strived to create a legacy that's based on technology innovations that change the enterprise for the better, making it more prepared for the future.

Women in Cloud Fostering Inclusivity in the World of Tech

P

assion is the key driver of change. Leaders who are passionate enough to break the conventional norm are rare gems who have the potential to disrupt the market landscape, one project at a time. Women in Cloud Co-Founder and Microsoft VP, U.S. AI and Sustainability, Gretchen O'Hara is one such leader. Drawn by the world of possibilities the tech universe has to offer, Gretchen always had a strong affinity and interest for this industry segment.

While at Microsoft, she works to make sustainable AI solutions accessible to all, Gretchen's goal

with Women in Cloud is to bridge the gender bias gap that exists in the field of tech.

Mapping Legacies After beginning her career at IBM, Gretchen served as the Vice President of Marketing for a publicly traded independent software vendor. Before joining Microsoft, she Co-Founded her own startup. Gretchen's approach to leadership has been shaped by her expansive experience in working with the diverse sub-fields within an organization including developers, CIOs, business leaders and the end-user. Learning from her past experiences, Gretchen has developed a uniquely crafted business outlook that's based on prioritizing the customers. She has helped enrich Microsoft with all these experiences.

Facing Challenges As a woman, owning your own space within the overtly maledominated tech world is a difficult task. Quite early on in her career, Gretchen had to deal with the dearth of peer and female leaders as role models or mentors.

- Gretchen O'Hara

Co-Founder

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The 50 Super Brands of 2021

The gender bias of the tech world also became visible when it was time to make strides in her career.

Being overqualified for a role in order to compete with men in the industry, became the norm for Gretchen. However, remaining true to her ideals, Gretchen learnt the values of grit and dedication when trying to overcome all these monumental challenges. Owing to her unabashed courage and strong will power, Gretchen kept pursuing the opportunities she desired without letting these obstacles block her course of progress. She decided to grow in the midst of adversities, making the most of these challenging circumstances.

Inspiration behind the Venture Gretchen's own journey inspired her to work towards making it easier for the women coming into the tech world after her. She achieved this goal by going back into the community and creating female representation through various groups enabling women to engage with each other and lift each other up. To this end, Gretchen Co-Founded Women in Cloud, as an organization that creates opportunities for female entrepreneurs to have access to capital to create businesses and build sustainable business models.

Bridging the Gender Gap Women in Cloud was founded under the astute and passionate leadership of Gretchen O'Hara.

Envisioned as a community-led

economic development organization, with diversity and inclusion as foundational tenets of its fabric, Women in Cloud focuses on getting global leaders, corporations, and policymakers to help women entrepreneurs create a billion dollars of economic access and opportunity by 2030. However, given its inclusive character, the organization is not limited to entrepreneurs. Women in Cloud provides access to community leaders and others that can support the goal of mentorship, connection, and community.

Opportunities to Cherish Since the lack of mentorship can significantly dwarf your future prospects in the world of tech, Women in Cloud works toward women empowerment by providing them with access to mentorship and sponsorship programs. Apart from that, the organization also provides a range of training sessions and classes to help women optimize their potentials. They offer initiatives that allow women to receive free Azure credits, providing access to core platform capabilities along with support for building and deploying solutions in the cloud, free training on how to

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do your business pitch and services to support a strong go-to-market plan. Women in Cloud essentially works to ensure women have support, network and access to resources when stepping into the tech entrepreneurial space.

Empowerment is not solely about skills, it is also about a certain mindset that let's women pursue their dreams. To this end, Gretchen strives to impart knowledge about the dynamics of risk and courageous to these budding women, so that they can cultivate the audacious outlook needed to follow their passion projects.

Fluidity over Balance According to Gretchen, trying to strike a harmonious balance between one's personal and professional life is a futile endeavor as it leads to a constant feeling of dissatisfaction. People are just left wanting more when attempting to establish this balance. Moreover, from a practical standpoint, there will inevitably be times when you'll have to put more time into one of these two domains. Because our priorities are not static, we cannot hope to create a static balance between work and home, according to Gretchen. Instead, she believes in establishing a fluidity between these two domains. She ensures

Seeing this organization move from an initiative to a movement excites me each day and I feel fortunate to be part of something that is truly making a difference and will continue to impact lives in the years to come

that her family understands her need to invest time in work, while simultaneously remaining unapologetic about the time she spends with them. Gretchen chooses to be present in the moment to make the most of it –whether at work or at home!

Finding Purpose and Motivation Gretchen's passion for making a difference in the world of tech –both through Women in Cloud as well as her responsibilities at Microsoft- stems from the wellbeing of her team members. If her team is happy and performing well, Gretchen is motivated to continue pioneering change. Laughter and fun must be incorporated as a part of a firm's daily operations as these are the key motivators of employees. Each member on Gretchen's team is aware of the pioneering consequence of their work on AI and sustainability. This leads to the creation of an astute purpose driven approach, one that is fueled by untainted motivation.

Sphere of Influence With its success in the U.S, Women in Cloud has spread its influence over a total of seven- soon to be twelve- countries. In each of these countries, the organization works to build representation, find mentors, and get access to capital. During the pandemic, the Annual women in Cloud Summit moved to the virtual space, increasing the reach of the organization well-beyond its operational borders.

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