Friday Apr 03, 2026
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Bangladesh Brand Forum and SLBF Founder and Chairman Shariful Islam
SLBF Co-Founder
Rohan Somawansa
By Divya Thotawatte
A platform to help navigate intensifying global uncertainty, the Sri Lanka Brand Forum (SLBF) was launched this week with the key objective of redefining the role of business in national development.
The SLBF, an extension of the Bangladesh-based initiative, is aimed at nurturing a new generation of purpose-driven, resilient, globally competitive businesses. The initiative is aimed at transforming the way businesses operate at a time when traditional models were being challenged by economic volatility, technological disruption, and climate pressures.
Speaking at the launch, Bangladesh Brand Forum and SLBF Founder and Chairman Shariful Islam described today’s rapidly evolving global landscape as a ‘BANI world’ (Brittle, Anxious, Nonlinear, Incomprehensible), where even systems that appeared strong could quickly collapse, while predicting the future was becoming increasingly difficult.
Islam noted that the Forum was related closely to Sri Lanka’s long-term trajectory. With the country approaching its 100th year of independence, the next 10-15 years presented a narrow window to utilise its human capital and remain competitive globally, he said, highlighting that in this context, profitability was not enough, and companies must embed sustainability, social impact, and trust into their core operations.
“In a country like ours, businesses and brands have a much bigger role to play. They have to be a force for good, not merely economic or for mutual benefit. That is the core vision that we try to encapsulate in the SLBF,” he said.
SLBF Co-Founder Rohan Somawansa noted that the challenges that Sri Lanka were currently facing went beyond economic recovery, calling for a fundamental shift in how the country defined its future. “The question before us is not how we recover, but how we redefine our future. What we need now is to harness that potential with strategic intent, meaningful leadership, and collective action.”
Somawansa further emphasised that in today’s global environment, countries were not competing solely on traditional metrics like resources or scale. Instead, perception, credibility, and identity played an increasingly decisive role.
“Countries are now competing on the strength of their brand. We can no longer allow our identity to be shaped by circumstances alone. We must actively build it by reflecting who we are – a nation of potential, creativity, and purpose,” he said.
In this context, the SLBF is designed around four main areas that will guide its year-round initiatives: leadership, innovation, sustainability, and branding. These pillars will be reflected in a mix of initiatives such as conferences, training programs, research platforms, and continuous stakeholder engagement, aimed at helping businesses respond more effectively to current challenges while also building for the long term.
The Forum also positions younger generations as central to driving innovation and challenging outdated systems. As consumer expectations shift, especially among Gen Z and Gen Alpha, trust and accountability were expected to become defining factors for business success. The SLBF will therefore create inclusive platforms to empower young voices to contribute to national brand-building, innovation, and leadership in an effort to ensure that the new generations are not only heard but are actively shaping Sri Lanka’s future.
As part of its inaugural initiatives, the SLBF announced its flagship event, the Leadership Summit, themed ‘Resilience Redefined: Leadership for a New Era.’ Scheduled for 18 May, it will bring together business leaders, innovators, policymakers, and emerging voices to provide actionable insights and frameworks to build purpose-driven, resilient organisations capable of thriving in a BANI World.
Discussions will explore how leadership must evolve in the face of rapid disruption, shifting consumer expectations, and global uncertainty, alongside breakout sessions tailored for business owners, professionals, and emerging leaders. Through keynote sessions, panel discussions, and thought leadership exchanges, it is designed to bridge global perspectives with local realities, organisers said.
The Summit will feature both renowned international and regional experts, including the father of modern branding and UC Berkeley Haas School of Business Professor Emeritus David Aaker, Harvard Business School South Asia Advisory Board Member, Air India and Tata Group Non-Executive Board Member, and Unilever South Asia Former Chairman Sanjiv Mehta, GlaxoSmithKline Chaired Professor for Marketing and INSEAD Leadership Programme for Senior Executives Program Director Paddy Padmanabhan, and National University of Singapore (NUS) Business School Department of Strategy and Policy Head Prof. Kulwant Singh.
Islam stressed that the challenges businesses face today were not temporary, but part of a structural shift globally. “This is not a difficult phase that will simply pass. This is the new normal. Within this reality, we must evolve, as companies, as professionals, and as leaders.”
The SLBF aims to go beyond the conventional norms of branding, encouraging a stronger focus on long-term value, accountability, and relevance in the current global environment. As companies face continuous economic pressure and evolving expectations, the Forum is created as a space to rethink strategy, leadership, and growth in more sustainable ways.
