'Everyone has a plan, until they're punched in the face'

Brands must take a crash course in appealing to new post-pandemic consumer rituals and a shifting value system if they are to survive this year and beyond…

There were high hopes for 2020. A new decade. The year when many companies held themselves to account on their climate change goals. A period of brand activism like we’ve never witnessed before. This was the year to ‘get it done’. 

Fast-forward to autumn and comms professionals have had the fight of their lives as they’ve tried to rewire their brand campaigns because the rules of the game have fundamentally changed. So, as I ponder what the final months of this roller-coaster year may look like for us, I feel oddly… hopeful. 

But stakes are higher and the margin for error significantly lower. Brands will be judged on the spot. Brand loyalty is no longer a safety net. Comms professionals will need to think differently about what consumers will think, feel, say and do. So, what are the perils and possibilities for the season ahead? 

Read full article from Alicia, our Deputy Managing Director, Brand here