Re-evaluating iconic brand assets in a post-pandemic world

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Why it matters

In an era when people and places now carry an invisible threat, brains dealing with the resulting stress and anxiety must prioritise assets that are easy to process. Brand marketers need to take stock of their brand assets and reassess the distinctions that make them stand out in an increasingly crowded digital milieu.


  • Brand assets can be perceived differently across different markets, are malleable and can shift over a relatively short timeframe.
  • In prioritising the promotion of certain brand assets over others, marketers must consider that consumers are more likely to identify with brands that reflect...
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