We unpack how COVID-19 will impact a brand’s current realities and planning for your new world of marketing post COVID-19. Exploring likely questions brands need to start asking themselves to ensure they are ready for post COVID-19 world. To some brands, it would have changed not just their marketing landscape but also their business model, while other brands might have a minimal change to their marketing landscape and business model.

1. Post Covid-19:
Marketing and Brand Building
In a New World
June 2020

3. June 2020
Post Covid-19: Marketing and Brand Building
Times of crisis reveal brand character
and leadership, more than create it.
How will you lead?

4. The Covid-19 Marketing Landscape
• Controlled operations
• Accepted products / services
• Predictable levels of change
• A well understood audience
• Achievable objectives
• A defined and appropriate proposition
and market positioning
• New rules of competing
• Smaller budgets
• Evolved consumer sentiment
• Increased expectations on
brands
• Business as unusual
• Innovation and creativity over
stability and repetition
• Change not limited to narrow bounds
• Tomorrow promises surprises
• Outlier outcomes are now expected
• Characteristics of chaos
• What you thought you knew must be
questioned
PRIOR BRAND EQUILIBRIUM
Understanding your brand’s current realities and planning for your new world of work,
require making sense of 3 distinct phases:
CRISIS REALITIES EMERGENT EQUILIBRIUM
The prior equilibrium no longer
exists.
The focus now should be on
adaptation to the crisis state, and
preparation for the new equilibrium.
A new equilibrium will emerge and
may resemble the old equilibrium
but will be fundamentally different.
June 2020
Post Covid-19: Marketing and Brand Building

5. Changing attitudes
Source: BCG Henderson Institute
Previous crises demonstrate that attitudinal shifts will drive behavioural changes across
policies, process and preference:
June 2020
Post Covid-19: Marketing and Brand Building

6. Five Likely Consumer Preference Trends
Source: Accenture
1
The cost of
confidence
2
The virtual
century
3
Every business
is a health
business
4
Cocooning
5
The reinvention
of authority
The erosion of
confidence will make
trust way more
important than ever
before. This will
necessitate actions that
build trust. Focus on
confidence-building
through every channel.
Justified optimism will
sell well. The nature of
hat we define as luxury
may change.
The enforced shift during
the worst of the
pandemic to virtual
working, consuming and
socialising will fuel a
massive and further shift
to virtual activity for
anything. Anything that
can be done virtually will
be. Winners will be those
who test and explore all
of the associated creative
possibilities.
The concerns about
health amplified during
the crisis will not ebb
after it is over. Rather,
health will dominate. A
health economy will
emerge with
opportunities. Every
brand will need to
understand how it can be
part of a new health
ecosystem that will
dominate citizen thinking.
Desire for cocooning,
along with opportunities
for those with creative
strategies to enable it,
will move center stage for
the same reason.
Winners will be those
who zero their sights on
the home. After the virus,
the stay at home pattern
will endure with
meaningfulness and
comfort carrying a price
premium.
A reinvention of authority is
likely after the effect of
travel limitations, self-
isolation and lockdown.
Probably the trickiest of the
five human implications. Its
impact could go one of two
ways. If governments get
their handling of the crisis
broadly right, expect top-
down control to be back in
fashion; if not, the reverse.
This is likely to vary by
geography. What role will
companies play?
June 2020
Post Covid-19: Marketing and Brand Building

7. Evolving your business model to
survive and thrive post Covid.
5 areas of brand focus.
June 2020
Post Covid-19: Marketing and Brand Building

8. 5 Areas Requiring Brand Focus
June 2020
Post Covid-19: Marketing and Brand Building
Revisiting the
strength of your
brand foundation
Auditing,
assessment and
reformulating
objectives
Budget
optimisation
Industry insight
and trend
analysis
Ideation and
innovation

9. June 2020
Post Covid-19: Marketing and Brand Building
Brand foundations
• Is your proposition still suitable?
• What are your customers looking for?
• How are your competitors likely to be changing the game?

10. Is your proposition still suitable?
‘That’s cute — but don’t tell anyone about it.’
Don’t have a Kodak moment.
Kodak believed they were too far ahead in the
game. They thought that film would sustain. They
didn’t anticipate the rapid growth and enthusiasm for
the digital camera and failed to stay relevant in the
market.
June 2020
Post Covid-19: Marketing and Brand Building

11. What are your customers looking for?
1. Apply intelligent customer engagement
2. Create more robust buyer personas
3. Generate data from customer analytics
4. Anticipate, predict and plan for the future
5. Traverse your customer’s path
https://neilpatel.com/
June 2020
Post Covid-19: Marketing and Brand Building

12. How are your competitors changing
the game?
AirBnB
• Empowered by a depressed economy
• Fought the assumption that premium, standardised
accommodation is always preferred
• Created an entirely new ‘room category’
Netflix
• Saw a gap in delivering less sought after DVDs to film
buffs
• Was brave enough to disrupt its own business model
and move to streaming product
• Delivering true blue ocean value
Uber (API)
• Cabs or apps not a new service
• Innovation lies in smart innovation in combining multiple
APIs to provide a seamless experience. Not only do
they not have cars… they also do not have much tech
June 2020
Post Covid-19: Marketing and Brand Building

13. June 2020
Post Covid-19: Marketing and Brand Building
Objectives and goal audit
• Are your goals still relevant in this changed landscape?
• How do you reformulate these to survive and thrive in a changing world?

14. Are your goals still relevant?
Assessing the goals you set 6 months ago
through a post Covid lens, may appear a bit like
trying to launch a cassette tape in a Spotify era.
What got us here – will not get us there. Brutally
questioning what you seek to achieve is required:
Increased revenues?
Increased customer loyalty?
A greater share of wallet?
New customers?
June 2020
Post Covid-19: Marketing and Brand Building

15. How can we reformulate these in a
changing world?
Cleaning behind our fridge, our garden shed, the
top shelf of our cupboards.
Decluttering our linen cupboard, the utensils
drawer, the filing cabinet.
Exercising more.
Deeper one-to-one connections.
Less pollution, few traffic accidents, less time on
the roads.
https://www.staceybarr.com/
June 2020
Post Covid-19: Marketing and Brand Building

16. June 2020
Post Covid-19: Marketing and Brand Building
Budget Optimisation
• Optimising budgets to do more with less
• Innovative use of budgets to create stronger leverage

17. Doing more with less
While marketers hope that budgets will not be
slashed – the reality is that business will be
under huge cost pressure.
The marketers that can learn to:
• Do more with less
• Push budgets harder
• Innovate
• Seek opportunities in unconventional places
will win.
June 2020
Post Covid-19: Marketing and Brand Building

18. Budget innovation for stronger leverage
McDonalds have been planting golden arch symbols
on the sides of California’s freeways using the state
national flower, making it illegal to pick or remove.
June 2020
Post Covid-19: Marketing and Brand Building

19. June 2020
Post Covid-19: Marketing and Brand Building
Industry insights and trends
• Shifts in your industry?
• How are you gathering and learning from insight?
• How are you using this to adapt?

20. Understanding likely marketing shifts
1.No to budget cuts
2.Strong brand strong recovery
3.Think long not short
4.Spend it right
5.Celebrate micro moments
6.Same same but not the same
June 2020
Post Covid-19: Marketing and Brand Building

21. How are you gathering and learning
from insight?
June 2020
Post Covid-19: Marketing and Brand Building
Synthesis
Cross
sectional
trends and
learnings
Analysis of
internal
convictions
& capabilities
Qualitative
customer and
market
analysis
A finger on the
pulse of industry
movement and
trends

22. How are you using this to adapt?
1. Fluidity for now has become the normal – re-
evaluate every day
2. Assess consumers needs – Long term and short
term
3. Embrace digital transformation it will make up a
large part of the new normal in marketing
4. Focus on your customers’ wellbeing
June 2020
Post Covid-19: Marketing and Brand Building

23. June 2020
Post Covid-19: Marketing and Brand Building
Ideation and Innovation
• Crises: a driver of innovation
• Where are your future revenue streams likely to come from?
• How are you thinking creatively and laterally to uncover
opportunities?

24. Crises – a driver of innovation
The Black Death in the 1300s
The deep economic recession
of the 1600s
The SARS pandemic of
2002-2004
The financial crises of 2008
June 2020
Post Covid-19: Marketing and Brand Building

25. How to gain ground on your competitors
Get to the heart
Understand how your customer has transformed throughout
this pandemic.
Think and act local
Understanding and focusing on local efforts is vital. Actively
support with meaningful value and actions.
Encourage creativity
Enable your customers to get creative with your brand in their
own homes using the resources they have on hand.
Deliver experience value beyond
What will your value-add be post-lockdown? It must go
beyond the normal % discounts and 2 for 1 specials.
People-first sustainability
Frame your commitment to sustainability through the lens of
supporting people to do the right thing.
June 2020
Post Covid-19: Marketing and Brand Building

26. Where are your future revenue streams
likely to come from?
June 2020
Post Covid-19: Marketing and Brand Building
Technology
Digital Tactics
Partnerships
Data/AI Marketing

27. v
Outcomes
New Growth Engines
Reduced innovation risk
Higher return on R&D
Company designed for the future Retention of innovative talent
Behaviours
Acting on evidence not opinion
Starting with cheap experiments
Testing before executing
Testing problems then solutions
Rewarding experiments
Leadership & management support
Celebrating learning from failure
Execution & innovation collaborate
People who choose
innovation as a career path
Enables /
Blockers
Legitimacy and power
Leadership support
Resource allocation
Lean start up champions
Lean start up rituals
Agile processes
Bridge to core biz
Skills development
Structure and reward system
Leadership
Systems and
processes
Organisation
design
Thinking creatively and laterally to uncover opportunities - innovation culture map
June 2020
Post Covid-19: Marketing and Brand Building

28. Consider This A Strategic Timeout
While we’re still facing the crisis phase of Covid-19,
marketers face the challenge of how to respond
tactically during the next six months. But, says Mark
Ritson. “You’re going to get a strategic time-out – a
time to think, to ponder what your longer-term
strategy should be.”
Make the most of this time.
June 2020
Post Covid-19: Marketing and Brand Building

29. June 2020
Post Covid-19: Marketing and Brand Building
How Idea Foundry can help?
Working with clients to
emerge stronger.

30. June 2020
Post Covid-19: Marketing and Brand Building

31. June 2020
Post Covid-19: Marketing and Brand Building

32. Idea Foundry Covid-focused solutions

33. June 2020
Post Covid-19: Marketing and Brand Building
Q&A

34. Thank you
email us on info@ideafoundry.co.za