Brands must build “resilience” into strategies | WARC | The Feed
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Brands must build “resilience” into strategies
The conflict in Ukraine is the latest in a series of events which have demonstrated the importance of brands seeking to build “resilience” into their strategies and scenario planning.
Why it matters
Russia’s invasion of Ukraine has posed challenges to many international brands. To date, more than 400 enterprises have either withdrawn from Russia, suspended trading in the country or scaled back local operations. Following on the heels of the COVID-19 pandemic and political disruption in many nations, this event has shown that brands need to be ready for ethical challenges as much as shifts in demand and supply chain...
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