Chief Marketing Officers and brand leaders have always had to consistently deliver and innovate for their organisations in today’s rapidly changing environment.
COVID-19 impacts have made organisations acutely aware of their brand value and importance, but the challenge comes in understanding where best to direct investment to focus on building a resilient brand.
Many organisations will be looking to reposition in market, communicating this change, working through regulatory analysis and the complaints process and having the correct brand infrastructure will be key issues executives need to tackle.
The resilience of the brand will depend on a clearly defined strategy, purpose and values that align to customer demand. COVID-19 has caused supply and demand curves to alter and only when these changes are fully understood can technology, product and marketing plans be put in place to ensure a truly resilient brand.