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But why brand and why now in the middle of a once in a generation pandemic?
As Walter Landor memorably stated, “products are made in the factory, but brands are created in the mind.”
It’s a quote from last century but never more relevant than today.
The minds of your customers have undergone rapid reshaping in 2020, rendering many “pre-COVID” brand strategies in need of a reboot.
From positioning to personas, value propositions to audience behaviours and attitudes, the need to re-set the course in fast and cost-efficient ways has never been more critical to creating sustainable success.
All well and good, but understanding your ‘new’ consumer is challenging when you’re being kept socially distanced from them.
So here’s two fast, invaluable ways to gain COVID-Safe depth and breadth into how to shape your brand through the eyes of your customers.
In a couple of weeks, you can bring fresh and critical insights to your team that help put brand strategy at the heart of your business.
It’s the companies that are maintaining brand awareness and relevance by authentically connecting
their brand strategy and value proposition to their consumer will thrive in this new normal.
Mark Ritson recently urged marketers get out of the tactics side of the discipline and “swim upstream” to strategy.
Research is the cornerstone of effective strategy because it grants you privileged, real world access into how people see and interact with your brand.
With that in mind, here’s three golden rules to help you navigate the COVID-Safe world of research:
The brands that move beyond tactical tinkering to gain a deeper understanding of the forces that are shaping their customer’s world, are those that will reap the benefits in the years to come.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
