In the pursuit of new innovative ideas, many corporates have set up ways to bring start-ups into their ecosystem. For DBS Bank, working with start-ups is about its commitment to its brand purpose.
The DBS story is particularly pertinent as the world accelerates plans to pivot digitally during the outbreak of the coronavirus. Working with start-ups that are born from agile business models is useful for larger, more traditional businesses, but the need for a strong link to brand purpose has never been more important than during tough times for people, from a health and economic perspective.
Source: The Drum
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