Brand Strategy For Accelerated Uncertainty
Consumer anxiety has been building over the last two years, and it changes the face of optimal marketing and communications strategy. Rampant uncertainty is being nourished by upheaval over what the future looks like, impacting the chemistry of what people want (greater control) while the rules of culture-informed behavior and expectations around them relentlessly shift. Here we provide direction on the two pillars of sound strategy, arriving now at the pinnacle of the consumer’s hunt...