A matter of principle: Reassessing your strategy in today’s environment

VAB report that reassesses ten principles from November 2019 about driving business and brand growth, looking through the lens of COVID-19, racial unrest and economic uncertainty.
  • To build awareness, the original report advised that marketers balance broad-based reach with hyper-targeting; in the wake of COVID-19, the heightened interest in both it and Black Lives Matter has meant all demographic groups are turning to video.
  • The pre-recession advice on how marketers can build consideration was that brand-building leads to long-term growth.
  • In the current context, marketers should remember not only that maintaining share of voice costs less over the long-term, but also that investing in marketing across cultures typically results in positive financial returns.
  • In terms of driving purchase, the earlier report said that success needs to...

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