Why it matters
Coming out of lockdown isn’t the end of the pandemic; brands must consider that there may be recurring outbreaks of COVID-19 and further government reactions to those. There’s no more business as usual.
- Brands cutting their marketing expenditure will have to spend more in the long term than they save now to recover lost revenue.
- Consumers are happy to hear from brands – but brands’ messaging needs to be alert to developments in the real world.
- A mantra of ‘help, adapt, survive’ could usefully inform strategy and even boost equity strength in unexpected areas.