Idea Foundry hosted a webinar on Marketing and brand building in a new world. Where we explored 5 Ke areas for brand focus that we see that will impact brands and their marketing in the "new world" We have been asked if there is a more detailed presentation so we decided to make a more detailed presentation available in a 5 part e-book series. Here is part 2 and the second of the 5 Key focus areas for brands, enjoy and look out for parts 3 - 5 being uploaded soon

1. Post Covid-19: Marketing and Brand Building In a New World - Part 2June 2020
the idea engineers
Post Covid-19:
Marketing and Brand Building In a New World
Part 2

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June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2
a return to narmalcy awaits us.
but what will the new normal be?
What does this new normal
look like? As marketers and
brands, you need to swiftly
begin evolving to cope
with this new normal and
the unknowns ahead. One
thing for sure is that it will be
winding and tricky path…
Post Covid-19: Marketing and Brand Building In a New World - Part 2

3. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2
5 KEY areas of focus
Evolving your brand and marketing
strategy and communications plan
to survive and thrive post COVID.
June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2

4. June 2020 Post Covid-19: Marketing and Brand Building In a New World- Part 2
5 Areas Requiring Brand Focus
Revisiting
the strength
of your
brand
foundation
Auditing,
assessment
reformulating
objectives
Budget
optimisation
Industry
insight
and trend
analysis
Ideation
innovation

5. 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?
June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2

6. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2
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? The only certainty
we can expect is pressure on revenue
Unless we can disrupt and innovate.
Increased customer loyalty?
Vitally important right now – but what
do customers need right now to remain
loyal?
A greater share of wallet? Are your
customers likely to spend more? If so,
on what?
New customers? What purchases are
top of mind for consumers? How can
you cater to these?
Increased revenues?
A greater share of wallet?
Increased customer loyalty?
New customers?

7. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2
How can we
reformulate
these in a
changing
world?
Cleaning behind our fridge, our garden shed, the top shelf of our cupboards.
Organisational Equivalent: Eliminate or reduce waste from business operations, like
bureaucratic hoops, inventory and low-value tasks.
Prompts to Set New Goals:
• What are the obvious areas of wasted time in your organisation?
• What tasks or processes are done that aren’t necessary for surviving through and
thriving beyond the crisis?
Decluttering our linen cupboard, the utensils drawer, the filing cabinet.
Organisational Equivalent: Stop whatever is not core business, draw attention and
focus to core business as the priority.
Prompts to Set New Goals:
• What is the core business implied by your organisation’s mission?
• Which business processes deliver your core products or services to customers?
• Which business processes directly support and enable your core business?
Exercising more.
Organisational Equivalent: Work on the business (not just in it).
Prompts to Set New Goals:
• Which change projects are vital to survive through and thrive beyond the crisis?
• What are the most vital, and observable, results these change projects must deliver?
Source: https://www.staceybarr.com/

8. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 2
Deeper one-to-one connections.
Organisational Equivalent: More personalized customer care.
Prompts to Set New Goals:
• Who are your most important (e.g. most loyal or most profitable)
customers?
• What impact or results do they now most need from your organisation’s
services or products?
• What is the best way you can support your most important customers,
even if they’re not buying from you right now?
Less pollution, few traffic accidents, less time on the roads.
Organisational Equivalent: Reduce unwanted impact on people and the
planet.
Prompts to Set New Goals:
• How can you tell (or find out) if working from home is more or less
productive than working in the office?
• What are the results that are most important for employees to deliver on,
and how can you know they are being delivered?
• How much can CO2 emissions reduce from continuing remote working
practices in your organisation?
• How engaged are people in working remotely?
How can we
reformulate
these in a
changing
world?
Source: https://www.staceybarr.com/

9. Thank you
For more information please email jacques@ideafoundry.asia
the idea engineers