Kantar’s brave new reality for brands

Research agency Kantar believes there is an opportunity for brands as countries emerge from lockdown.

Why it matters

Coming out of lockdown isn’t the end of the pandemic; brands must consider that there may be recurring outbreaks of COVID-19 and further government reactions to those. There’s no more business as usual.

Takeaways

  • Brands cutting their marketing expenditure will have to spend more in the long term than they save now to recover lost revenue.
  • Consumers are happy to hear from brands – but brands’ messaging needs to be alert to developments in the real world.
  • A mantra of ‘help, adapt, survive’ could usefully inform strategy and even boost equity strength in unexpected areas.

As countries...

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