This is where brand creation and brand building come in. Investing instead of saving is the motto. Brands must be prepared for the changing demands of customers. Are the target groups still those of the past? Do they still have the same needs? And how has their purchasing behavior changed? Ask the right agency and re-adjust the personality of your brand. Adapt your brand to the personal context of your customers. And sharpen your profile. It has rarely paid off more than it does today.
For companies, this means finding the right balance in the context of pandemics, climate change and war: between image building and value proposition, between investing in the future and responsible restraint. The worst option is to be like a rabbit caught in the headlights -frozen, because that’s how, in the worst case, your own brand ends up in a crisis.
