IIM Sambalpur, in collaboration with NSE Academy, hosted a roundtable on December 16, 2024, titled “Beyond the Brand: Rethinking Strategies in the Era of Technology-Driven Disruption”. The discussion explored how AI, digitalisation, and emerging technologies are reshaping branding strategies, customer relations, and market positioning. Panelists, including industry leaders from major firms, focused on digitalisation, sustainability, and inclusivity as key drivers of innovation. The event reinforced the importance of technology in building future-ready, purpose-driven brands.