When the economy starts up post-coronavirus, many brands will need to be reenergized. Plan now for post-coronavirus revitalization. According to consultancy McKinsey (“How marketing leaders can both manage the coronavirus crisis and plan for the future”), “In a crisis, it’s natural to focus only on the near-term business results and adopt a pure survival strategy. But that could mean winning the battle but losing the war.”
The Coronavirus crisis has seen some incredible corporate responses. Google has pledged $800 million in ads and loans to help businesses and crisis response efforts. Unilever is donating €100 million of food and sanitizer, and guaranteeing the jobs of all of its 155,000 workers – including contractors as well as employees.
Generation Z, the cohort aged 13-22, is the first generation to grow up surrounded by mature technology and platforms (social and entrepreneurial). Their foundation of digital capabilities and hyper-connectedness is unleashing tremendously fluid and vibrant creative expressions. In the US alone, a report from Mintel in 2013 estimated the purchasing power of Gen Z to be $44 billion. Tapping into that market means brands have to understand what this generation means when they say “be...
Shopping online is increasing as we practice social distancing and self-quarantine against coronavirus. As we make our selections for Instacart or Amazon Prime, we buy brands that we know. We buy these brands not just because we have used them in the past, not just because we understand their benefits and not just because we trust them. We buy these brands because they make decision-making simpler. Familiar brands such as Tide, Kleenex and Lysol are...
Every year authors and publishers send me hundreds of brand and business books to review. Collectively they cover the most important concepts shaping the business world today. With help from my colleagues at The Blake Project, I dive in and take a close look at each of them. The most useful quickly emerge and those books are read in their entirety.
