This is the presentation from a TMRS webinar 24 July 2020 on the long-term impact of the global pandemic on brand planning. Craig Griffin and I share seven cultural trends that have been triggered or accelerated by events in the first half of 2020.

1. 7 Ways Covid-19 Will Shape the Future of Brands
Building Brand Resilience in a Changing World
Craig Griffin
Neil Gains

2. Covid-19 will continue to have a huge impact

3. What does it mean?
Brand Fundamentals
Emerging Need States
Customer Experience

4. > Desk analysis
> Case studies
> Google search intents
> Newspaper articles
> Secondary data
- (including trend and futurology research from
around the globe)
> Daily updated content on
- Social media
- News (TV, web, paper)
- Field observation and cultural decoding in each
country
Beyond Covid-19: A global desk-research study

5. 1. Corporate
Responsibility
& Brand
Purpose

6. “Only when the tide
goes out do you
discover who's been
swimming naked.”
(Warren Buffett)
What Has Covid-19 Revealed About Brands?

7. We All
Instinctively
Dislike
Unfairness

8. Integrity is
More
Important
than Getting
the Job Done
Source: Edelman Trust Barometer 2020

9. “A brand is
simply trust.”
(Steve Jobs)

10. Why Does
This Matter
for Brands?
• Brands need to reflect on their core values
and their relevance to a changing world
• And they need to act on those values.
Consistently
• Transparency, authenticity, and practical
help have never been more appreciated

11. 2. Sustainability Redefined

13. Forbes
The Economist Bangkok Post

14. Sustainability:
society,
economy and
planet

15. Why does this
matter for
brands?
1. Covid disruption has highlighted strong
interdependency on foreign trade –
initial responses suggest a move
towards greater economic self-reliance
2. Many vulnerable people - more will be
expected from brands in terms of
having a net positive impact to society
3. Longer term business models based on
redefined sustainability principles will
be key

16. 3. Simple
Pleasures

17. Humanity is
having a ‘dark
night of the
soul’

20. Why does this
matter for
brands?
1. Brands comms that talk to aspirations
need to adapt to current moods and
mindsets
2. People need to feel a sense of progress
in challenging times – how can your
brand help?
3. With uncertain futures, finding joy in
the moment is important. What can
your brand do to bring fun and joy?

21. 4. Holistic Health
Every brand is now a healthcare brand

22. First Line of
Defence:
Avoid Virus Contact

23. 23
Hygiene is
Multidimensional
and Codes are
Changing
HYGIENE
Clean Comfort
Proximity
Power
Protection
ScienceHarmony
Purity
War
Medical

24. Last Line of
Defence:
Underlying Health
& Immunity

25. The ‘Silent
Pandemic’
may have the
greatest
impact

26. Why does this
matter for
brands?
1. If we view health holistically, all
brands are now healthcare brands
2. Many opportunities to innovate to
address emerging physical and
mental health needs
3. New emerging meanings for health
and hygiene might call for a review
of communications in some
categories

27. 5. Global
Pandemic,
Local Solutions

28. The “Pantry
of Sharing”

29. Local brands are building community ties

30. People are
reaching
out to
embrace
local
businesses

31. Why Does
This Matter
for Brands?
• Brands that have generated goodwill during
the crisis can build on this legacy to create
more resilient businesses
• Global brands should consider how they can
better customize their offerings and
messages to local markets
• Local brands should continue to strengthen
their local ties and become a more
integrated part of the community

32. 6.
Personalization
versus Privacy

33. Is
somebody
always
watching
you?

34. More data,
less privacy?

35. Are Thais
checking
out?

36. Thais are (were) Generally Trusting of Brands
Use of Data, but Concerns are Increasing
0%
10%
20%
30%
40%
50%
60%
Trust
Do you have concerns about the amount of your personal data that brands have?
Australia Global average Thailand
Source: Kantar Connected Life report 2017

37. Why Does
This Matter
for Brands?
• With customers increasingly online and
contactless, there are clear opportunities for
personalization
• At the same time, there are huge risks for
brands that abuse trust and lack
transparency
• Be clear on how and why you use customer
data to improve services, and use that
privilege to build trust

38. 7. Accelerating Digitalisation

39. “Recent data shows that we have vaulted
five years forward in consumer and digital
adoption in a matter of around eight weeks”
McKinsey, May 14th 2020
“During 2020, digital advertising will
have a 52% share of media captured
here, up from 48% in 2019 and 44% in
2018.”
Group M, June 2020

40. No immediate return to ‘normal’

41. Businesses innovate to survive and be future proof

42. Online marketplaces
introduce elements of fun,
discovery and adventure

43. Variety of retail formats
in Thailand meet a
variety of needs

44. Why does this
matter for
brands?
1. Accelerating digital adoption is
changing the way in which people
experience your brand.
2. Digital experiences are getting
better – but cannot meet the full
range of needstates that people
have (especially social)
3. It’s important to understand the
needs a channel meets and deliver
best in class experiences in that
channel

45. Successful brands
stay culturally
relevant
Corporate Responsibility & Brand Purpose
Sustainability Redefined
Simple Pleasures
Holistic Health
Global Pandemic, Local Solutions
Personalisation vs. Privacy
Accelerating Digitalisation
www.culture.kitchen

46. 46
neil@tapestry.works
craig@fuelwithinsight.com
Neil: +66 (0)96 040 5703
Craig: +66 (0)92 495 2662
www.culture.kitchen
Craig GriffinNeil Gains
www.culture.kitchen
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