Designing through ambiguity: Building resilient brands amid tech disruption

In the last 25 years, three seismic waves of technological disruption have shattered industries—and the latest one has businesses hanging by a thread, caught between blind optimism, sheer panic, and a crushing lack of readiness.

First came the rise of the web in 1997, driving the creation of websites. Then, in 2007, smart mobility ushered in the app revolution. In 2023, generative AI arrived, leaving us to ask: What actually is next? Does this mark the dawn of generative interfaces?

Meanwhile, C-suites across regions remain divided, each with starkly different views on the looming realities and an uncertain future ahead. While some leaders embrace innovation, others seem content to tread water. According to PWC, only 53% of CEOs globally—and 63% across Asia-Pacific—believe their businesses are viable over the next decade. And in Australia, 85% of CEOs are more optimistic, despite mounting evidence that complacency could be their downfall.

Doubling down on design in a downturn

Doubling down - Gif

The harsh reality? The speed of change is merciless, even in markets like Asia, where an entrepreneurial mindset drives rapid evolution. And legacy brands are cracking under pressure. Homegrown Australian names like Rex Airlines, Dion Lee, and Booktopia have disappeared almost overnight. In Japan, Toys "R" Us crumbled under the e-commerce surge, and Korea’s Daewoo Motors failed to keep pace with automotive trends. Meanwhile, nimble brands and companies are seizing the opportunity, sensing the vulnerability of legacy brands that are too slow to adapt and capitalise on the shifting landscape.

The numbers don’t lie: more than 10,000 companies across APAC are expected to enter external administration by the end of 2024—a level of corporate failure not seen in over a decade. The urgency is clear: adapt or disappear in this unforgiving age of ambiguity.

The harsh reality?

Legacy brands: Are you playing it too safe?

In conversations with big brands, there’s a pattern: during downturns, there’s a tendency to default to defensive strategies – cut costs, limit risks, and hope for stability. But hope isn’t a strategy. Legacy businesses are holding back, playing it safe while nimble new players are launching products and moving faster and smarter. The result? Market share is eaten away at the lunch table of incumbents too afraid to adapt.

Ask yourself: Are you stuck in your blind spots? Are you too hesitant to pioneer real change? It’s time to shift from cautious defense to bold offense. The playbook that worked in a thriving economy won’t save you in a downturn. Instead, think back to the pandemic: the companies that thrived were those that tore up the rulebook, reimagined what was possible, and adapted at speed.

A new playbook for
reinvention

To stay relevant, businesses must intentionally design for the new. Taking bigger risks isn’t reckless – it’s necessary. In times of uncertainty, the real danger lies in playing it safe.

And when you innovate, don't forget about design. It’s not just a functional element, but a catalyst for change and a signifier of transformation. Great design signals to your team, customers, and competitors that your brand is evolving, setting the tone for what’s next.

It starts with building a team that dares to think differently – one equipped with a healthy dose of lateral thinking and creative vision. By weaving design, technology, and purpose into your strategy, you create the foundation for transformation, positioning your brand not just to adapt, but to lead.

A new playbook for reinvention

Operate at two speeds

In the current climate, businesses need to balance short-term priorities like profitability and brand awareness with long-term survival. It’s the classic innovator’s dilemma: if you don’t innovate, nimble startups or more agile incumbents, will outpace and outmanoeuvre you. Innovation isn’t just about flashy new ideas. This means adopting a maker mindset and using existing technology in smart new ways: make, test, fail, learn, and repeat. The 2020 pandemic taught us that the companies that thrived were those that proactively embraced changed, adapted at speed and maintained a resilient, forward-thinking approach.

Design as a strategic differentiator and catalyst for change

Design-related industries in the Asia-Pacific region are a powerhouse, yet their full potential often remains untapped. For example, in Australia alone, design industries contributed AU$67.5 billion annually to the GDP by 2018, representing over 3.5% of the economy—on par with the construction sector. Despite this, Australia’s world-class design capabilities remain underutilized, echoing a broader trend across APAC where design’s strategic value is often overlooked. With the region poised for significant economic growth and innovation, harnessing the potential of design could unlock unprecedented opportunities for resilience and transformation. By integrating design into strategy, businesses can gain a competitive edge, drive national prosperity, and emerge stronger from crises. Design not only signals a company’s intentions and capabilities through branding, systems, and product development, but also acts as a powerful catalyst for transformation. It plays a critical role in signaling innovation, even when product or experience enhancements are still in progress.

In a world of disruption, design serves as both a compass and a driver of innovation. When paired with technology, it empowers businesses to navigate uncertainty by making sense of data, anticipate change by spotting patterns, making it readily actionable to and align with shifts such as evolving consumer behaviors or market dynamics. Resilient organizations view design as a strategic tool central to adapting, seizing opportunities, and turning challenges into growth. By leveraging emerging channels, tools, and software, companies can innovate, create compelling brands, and position themselves for long-term success. Design drives profitability, exports, job creation, and ultimately shapes the future of industries.

Innovation through downturns

While we can’t control economic downturns, we can control our approach to innovation. Economic headwinds are an opportunity for reinvention. The rule of the downcycle is simple: move or be moved. R/GA’s Gen One Report emphasises that now is the time for bold moves and not just incremental tweaks. Hedonic design, paired with stronger emotional engagement, delivers a much much-needed antidote to digital sameness. To truly innovate, we need to embrace a fresh perspective – reimagining from scratch rather than being constrained by legacy mindsets. These outdated ways of thinking often limit our potential, prioritising incremental improvements over transformative change. Instead, we should reimagine experiences from the ground up.

Take design evolution as an example: the focus has shifted to creating tools that adapt seamlessly to human needs, eliminating the friction of users conforming to technological constraints. Consider generative interfaces that dynamically evolve based on context or platform, brands that personalise and respond in real time while retaining their core distinctive features, or AI innovation labs developing customised content and solutions at scale. These advancements illustrate the power of rethinking – not just refining – how we approach challenges and opportunities.


Prioritise “human” in digital transformation

As we integrate AI, the focus must remain on digital empathy—not just efficiency. Designing with human expectations, attention spans, and diversity in mind makes technology more accessible, inclusive, and innovative.

In the realm of AI, businesses must now also operate at two distinct speeds:


• Practical: Using technologies from emerging AI leaders, like OpenAI, as well as AI tools from existing platforms, like, Google, NVIDIA and Microsoft to optimize costs, uncover latent data, and improve efficiencies

•Transformational: Pioneering next-generation interfaces with cutting-edge technologies like Anthropic’s AI models, DeepSeek, tools like Stable Diffusion (open source), Google’s Imagen 3 (closed source), and Runway for video creation. These advancements position us at the forefront of innovation, showcasing our technical expertise and strong partnerships in generative visuals, redefining how brands and humans interact.


The concept of “AI for good” underscores the ethical responsibility of corporations to consider the impact of their decisions and adopt a more human-centred approach. By aligning technological innovation with ethical considerations, including respect for creators and authorship, brands can help shape a future where technology enhances, rather than diminishes, the human experience. With legislators often steps behind the rapid pace of change, proactive brand leadership is essential in building a more human future.

Industries are racing to secure AI talent to build and execute strategic roadmaps. For CMOs, the pressure to deliver immediate AI-driven results alongside long-term value has never been greater. Expert partners and fractional leaders are crucial to navigating this complex landscape.

At R/GA, we view AI as a catalyst for holistic transformation—boosting revenue, elevating customer experiences, and fueling innovation. Our tailored strategies help businesses stay competitive and agile in a constantly evolving market. Brands need adaptive operating systems that evolve as fast as the market does, all while preserving the essence of what makes them distinctive and authentic.

This new era demands upskilling, lifelong learning, and ethical leadership. As demand for thoughtful AI adoption grows, proactive brands must lead—embedding empathy and ethics into their strategies to ensure technology amplifies the human experience.

Embrace the reinvention imperative

Some brands see innovation through the lens of acquisition, but fail to focus specifically on core business reinvention. This raises critical questions: Are they truly on a transformation journey, or just addressing surface-level issues? Regulation and competing operational priorities are major barriers to reinvention. CEOs face immense pressure to deliver short-term results, which often conflicts with the long-term need to transform. The struggle to balance innovation with compliance and immediate profitability is a recurring theme in the region.

Steps brands can take include regularly evaluating their core business to ensure it meets evolving customer needs while identifying opportunities for reinvention. Balance immediate wins with long-term transformation by aligning innovation with compliance and profitability. Foster a culture of adaptability by implementing agile practices, enabling teams to pivot swiftly in response to market changes. Finally, invest in lifelong learning, equipping teams with the skills needed to navigate change and empowering them to drive reinvention from within.

Proactive mindset: The importance of A players

Hybrid working isn’t going anywhere (and that’s a good thing). But it does mean that attitudes and mindsets need to change. The diversity and brilliance of your team is critical, and a proactive mindset is an imperative. The best companies are built on trust, and in today's new economy, trust has never been more vital. It’s earned by consistently staying one step ahead, anticipating challenges, spotting opportunities others miss, and thinking differently and forward. This mindset isn’t just for customers; it’s also for your colleagues, growing a culture of innovation, collaboration and resilience. We also need to design future pathways for life-long learning as traditional roles evolve or disappear. With tools like AI Assistants, individuals can now take ownership of their learning—simplifying complex information or synthesizing insights from multiple sources. In an era of rapid change, a proactive mindset is critical. Embracing adaptability and investing in ongoing upskilling are essential to staying relevant and resilient in a world of shifting demands.

Here are six steps to create a new playbook for today’s challenges:

Invest in creative innovation

We’re a quarter into a new century. In 1925, the broadcasting boom revolutionised communication, connecting brands and audiences in real time. The Harlem Renaissance reshaped art and literature, led by visionaries like Langston Hughes. Hollywood soared with films like The Gold Rush, blending storytelling and technology to captivate the world. Visionaries were rewriting the rules and setting the stage for modern innovation. This is your moment to do the same.

Double down on your brand. Build a new playbook for reinvention that turns a downturn into an opportunity. Invest in design, technology, and bold creative thinking to drive your future forward. Because the biggest risk isn’t failing – it’s staying the same.

R/GA, Marketing Agency

Designing through ambiguity: Building resilient brands amid tech disruption