How brands can plan in the face of uncertainty

As we emerge from the worst of the Covid-19 crisis, it’s unequivocally clear that change is afoot. In this post-pandemic landscape, the challenges are immediate and visceral: consumers face financial uncertainty, brands are under pressure and the future of physical retail remains up in the air. While predictions on our collective future abound, the truth is more prosaic – ultimately, no one knows what is going to happen. For brands, navigating uncharted waters can feel dangerous and uncertain. As research agencies release endless surveys and consultancies share countless resources and reports, information overload is a real concern. To make matters worse, too much data can lead to inertia, since many brands would rather hunker down than rock the boat.

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Written by The Drum

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