Fit for growth beyond COVID: Is your brand ready for zero-based re-habiting?

The spell of consumption amnesia brought about by extensive COVID-19 lockdowns means we may be facing a similar approach to rebuilding brand growth from the bottom-up.
  • As we edge tentatively out of the acute phase of the crisis, and plan for recovery and renewed growth, it is clear we will be operating in a state of flux for some time.
  • Some things will return to normal, but the ‘forced abstinence’ of such extensive lockdowns has created a whole new challenge for marketers: Zero-Based Re-Habiting.
  • This is the need to re-activate consuming instincts, habits and brand affinities, fast, and in some cases from a zero base....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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