This document discusses marketing and brand building strategies in a post-Covid world. It outlines 5 key areas of focus: revisiting brand foundations, auditing objectives, budget optimization, industry trend analysis, and ideation/innovation. Crises can drive innovation, and the pandemic offers an opportunity to gain ground on competitors through understanding customer transformations, thinking locally, encouraging creativity, delivering new experiences, and focusing on sustainability. Future revenue streams may come from technology, data/AI marketing, digital tactics, and partnerships. Marketers face short-term tactical challenges but should also take strategic timeouts to rethink longer-term strategies.

1. Post Covid-19: Marketing and Brand Building In a New World - Part 5June 2020
the idea engineers
Post Covid-19:
Marketing and Brand Building In a New World
Part 5

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

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

4. June 2020 Post Covid-19: Marketing and Brand Building In a New World- Part 5
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. Ideation and
Innovation
Crises: a driver of innovation
Where are your future revenue streams likely to come from?
How are you thinking creatively and laterally to uncover
opportunities?
June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5

6. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5
Crises – a
driver of
innovation
The Black Death in the 1300s
Broke the long-ingrained feudal system in Europe and replaced it with the
modern employment contract.
The deep economic recession of the 1600s
Thanks to a 100-year war — kick-started major innovation that radically
improved agricultural productivity.
The SARS pandemic of 2002-2004
Catalysed the meteoric growth of a then-small ecommerce company
called Ali Baba and helped establish it at the forefront of retail in Asia.
The financial crises of 2008 The financial crises of 2008
Saw Airbnb and Uber shoot up in popularity across the west as the
subprime crises meant lower savings and income for the masses, forcing
people to share assets in the form of spare rooms and car rides in order to
cover for the deficit.
Crises are often a major opportunity
for innovation – let’s understand how
you can change up your industry and
make use of this opportunity to get
ahead.

7. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5
How to gain
ground on your
competitors
Since we have an opportunity to
innovate If we use it right, we also
have an opportunity to gain ground
on our competitors. But this requires
focusing on specific areas and striving
for innovation – it will not happen on
its own.
Get to the heart
Understand how your customer has transformed throughout this
pandemic.
Think and act local
Understanding and focusing on local efforts is vital. Actively support with
meaningful value and actions.
Encourage creativity
Enable your customers to get creative with your brand in their own homes
using the resources they have on hand.
Deliver experience value beyond
What will your value-add be post-lockdown? It must go beyond the
normal % discounts and 2 for 1 specials.
People-first sustainability
Frame your commitment to sustainability through the lens of supporting
people to do the right thing.

8. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5
Where are
your future
revenue
streams
likely to
come from?
Technology
Utilise live formats like Facebook, TikTok, Instagram/Snapchat for live
and online sampling and eCommerce partnership for product trial and
driving to purchase.
Data/AI Marketing
Use data and AI to be more intuitive, predict consumer purchases
before they do and alert them. E.g. Shopping app using purchase
history to remind a consumer they need to order a specific or range of
products based on their previous purchase data.
Digital Tactics
Use DCO, Localization Ads and Mobile Campaigns to support
consumers on their journeys to purchase. E.g. provide address for
closest store to their location
Partnerships
Joint promotion, campaign co-creations and leverage each other’s
strengths. E.g. Sentosa Resorts partnering with video game Animal
crossing, or Louis Vuitton and Supreme partnership.

9. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5
Thinking creatively
and laterally to
uncover opportunities
- innovation culture
map
Embed a sense of optimism and
opportunity in your marketing team
– necessity breeds innovation
Culture and innovation map – thinking
laterally and creatively is a strong
practice to follow when seeking
innovation and new ways of doing
things but it does not happen by
accident. Here we look at the
innovation culture map tool that
highlights enables, behaviours and
outcomes across 3 areas of a business
to shape a culture of innovation.
Outcomes
New Growth Engines
Reduced innovation risk
Higher return on RD
Company designed for the
future
Retention of innovative talent
Behaviours
Acting on evidence not
opinion
Starting with cheap
experiments
Testing before executing
Testing problems then
solutions
Rewarding experiments
Leadership management
support
Celebrating learning from
failure
Execution innovation
collaborate
People who choose
innovation as a career path
Enables /
Blockers
Legitimacy and power
Leadership support
Resource allocation
Lean start up champions
Lean start up rituals
Agile processes
Bridge to core biz
Skills development
Structure and reward system
Leadership Systems and processes Organisation design

10. June 2020 Post Covid-19: Marketing and Brand Building In a New World - Part 5
Consider
This A
Strategic
Timeout
While we’re still facing the crisis
phase of Covid-19, marketers face the
challenge of how to respond tactically
during the next six months. But, says
Mark Ritson.
“You’re going to get a strategic time-
out – a time to think, to ponder what
your longer-term strategy should be.”
Make the most of this time.

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