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A Framework for Brand Reactivation

The strategic priority facing brands is regaining pre-COVID momentum. The keys to regaining momentum come down to reactivation, resynchronization and rescoping. And brands must do all of this in the context of unfolding scenarios that will redefine potential courses of action.

The critical first step for any recovery is reactivating demand. If consumers don’t feel safe and secure, they won’t shop and buy no matter how soon stores, restaurants, and events reopen. Hygienic safety and security must be signaled. Just like the establishment of TSA following 9/11, a perimeter must be staked beyond which normal life can resume.

In this special COVID-19 webinar, Senior Partner Don Abraham and Chief Knowledge Officer J. Walker Smith outline a comprehensive framework for recovery.

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