Making brands matter in turbulent times
The coronavirus pandemic has presented the world with extraordinary challenges with life being flipped on its head, personally and professionally. Drawing on its long experience in Asia, both from the evolution of Covid-19 and the 2003 SARS crisis, communications agency Ogilvy conducted a valuable study to help businesses face the ‘new normal’. With the assistance of Ogilvy Singapore, I researched and wrote a 31-page document detailing actionable insights on how brands can be relevant when consumer behaviour has fundamentally changed. Brands who get it right during the tough times can capture competitive share and be best-placed to capitalise on the eventual rebound and beyond.