We have a new time stamp: Before Corona and After Corona. Covid-19 has created fundamental changes to the way we live, work and think. Two significant implications come to mind for brands in this new era: a requirement to drive purpose-led organisations, and accelerated digital transformation.

Humanity has just been dealt a body blow, leaving us feeling vulnerable and anxious, questioning the very core of our personal existence. This creates an opportunity for brands to step up and provide utility, assurance and hope. It is done through aligning an organisation with an ambition beyond profit to one that creates shared value by also making the world a better place. This builds customer trust, which is in deficit at the moment...

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