As the third wave of the Covid pandemic sweeps SA, brands are scrambling to get the attention of increasingly discerning and hyper-aware consumers. How have some brands remained resilient in the face of uncertainty? What do resilient brands get right, allowing them to not only stand their ground in tough times, but to emerge stronger?
According to Diana Springer, managing partner at Black & White, an M&C Saatchi Group SA company, and Robert Grace, founding partner and head of strategy at M&C Saatchi Group SA, clarity is what ultimately drives resilient brands’ positioning, builds their equity and gets customers converting faster. ..
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