7We live in extraordinary economic times - volatile, uncertain, complex and ambiguous. In the service sector, many traditional approaches are no longer relevant and the landscape of brand identity, employee engagement and customer experience is changing. Organizations no longer own their own brand, while customers' expectations are increasing. Brands are now co-owned by all stakeholders - employees, service partners, local communities, investors and customers. This book explores the idea that a new 'values economy' is emerging. The successful organizations of tomorrow will establish a shared consensus of values between stakeholders - providing transparent communications and inclusivity. It then offers a practical enabling methodology: the SERVICEBRAND approach, combining brand identity, employee engagement and customer experience. The SERVICEBRAND approach will redefine the nature of business: one ecosystem of values-driven service for multiple stakeholders driving sustained organizational performance and authentic business success.