How brands can respond to the new normal

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We live in unprecedented times. And with everything that’s already happened around the world in 2020, it’s easy to forget that we’re almost at the end of the year. But one thing that has remained constant is truer today than ever: the need for advertisers to deliver actionable change.

Brands can no longer use traditional media as vehicles to simply exist in the marketplace. Instead, brands must evolve to live and act on their values ​​within these platforms.


Brands must consider, absorb and reflect the real-world experiences and events around them.


What this means is simple: brands must consider, vp administration email database absorb and reflect the real-world experiences and events around them. This requires brands to continually evolve and respond to the new normal through actions based on the values ​​they stand for, promote and support.

Where can brands start?


Step 1: “Clean House” Project

Most global brands have a multitude of advertising and marketing campaigns that they recycle year after year. But that's no longer the point of effective advertising and marketing. Instead, brands need to evaluate what their portfolio of offerings represents:

Are you in tune with what is happening globally?
Does it reinforce or conflict with our brand values?

This can’t be an annual, quarterly, or even monthly exercise. It should be a daily effort to uncover actionable change opportunities to shift the way a brand goes to market.


Below are some quick tips and resources on how brands can make this happen.

Daily actions to uncover opportunities for change

4 illustrated icons with captions, Evaluate, Eliminate, Listen, and Say, that illustrate the 4 bullet points below.
Continually evaluate brand image ,collateral, communications, and core, internal and external objectives.

Delete content that doesn't reflect your brand well or has become outdated due to external events. (Yes, even if you've had that brand for a long time.)

Listen to feedback from your consumers and employees. Digital media provides a wealth of raw, instant feedback as a timely indicator of how your brand is perceived. These insights are just a scroll or swipe away.

Say what you mean. Act on what you say. Any brand can claim to live its values, but how are you putting them into practice? Using the current movement for racial justice as an example, the question is simple: allow people equal treatment and opportunities regardless of their race.