Brand success in the Emerging Post-COVID World

This article looks at the challenges that brands have had to face during 2020 and provides examples of how some of them have successfully pivoted to engage with consumers during the pandemic.

UK advertising had been projected to grow by 5% but now, more than halfway through the year, it is expected to see a 16% decline. Change is, of course, the constant, but no one could have predicted the unprecedented COVID lockdown. We witnessed one extreme where essential businesses like supermarkets faced demand surges followed by crippling supply chain issues. At the other extreme, brick-and-mortar brands, like retailers and restaurants, have closed or continued limited operations while watching their cash flows dwindle. At long last, most businesses in the UK have reopened under government guidance and the country is...

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