After an extraordinary period of enforced distancing between brands and consumers, the next year marks a challenging period for brand owners to re-establish relationships and relevance. Marketing consultant Martin Hayward advises as deep a dialogue with customers as there can possibly be.

Why it matters

With consumer choices limited by lockdowns, planning for customer retention becomes increasingly challenging, especially when data may be less reliable and shopping behaviours are changing.

• Ideally, businesses in a position to do so should continue investing in brand building activity to stay top of mind with consumers – even if their purchase choices are...