Dr. Steve Rapier Authors Article on How Brands Can Rebuild Relationships with Consumers for Marketing Magnified
COVID has dramatically changed the way we all live, work, and shop. Steve Rapier shares his expertise with Marketing Magnified, Chief Marketing Officer (CMO) Council’s monthly eJournal, on how brands must also adapt and evolve to survive the pandemic and beyond. Consumer behavior has changed during the pandemic and thanks to many consumers coping with a variety of potential traumatic losses, their purchase behavior has also evolved. According to a PwC survey, 50% of respondents are trying new brands/products, 28% are picking up new hobbies, and 51% are spending significantly more time watching entertainment/media.
As consumers adjust to their new work- and life- style, brands must understand and meet today’s modern customer’s demand, in addition to ensuring messaging is flexible for long after the pandemic. Today brands have an opportunity to rebuild or create new relationships with consumers that delight and meet their new demands. By seeking to understand the significant aspects of the customer’s brand relationships that harken back to the once-cherish brand experience, businesses can innovate outside the book, market test innovative concepts, and continually assess the customer’s perspective of their brand.
The full article can be viewed here.