At a time when brands are trying to connect with shifting customer attitudes, it is important not to lose sight of ourselves. In this week’s Perspectives on Change we discusses the importance of owning a distinctive and authentic positioning.
In the midst of uncertainty there is a fear that life will never be as it was, that business will be forever different. But evidence is pointing towards a future not much changed from the recent past. This week we continue our series Perspectives on Change and find out how revenge shopping and an upward trend in cruise ship bookings indicates that we are creatures of habit. Head to our latest blog to find out more.
While the timing of a crisis is usually unexpected, anticipating a crisis and being prepared to manage it is crucial to avoiding reputational damage. During a crisis, danger, fear and confusion are lurking and decision-making is fraught with challenges.
Good brands are built on more than just products or services. They’re built on easily identifiable (and relatable) values. Patagonia is a good example. Their dedication to sustainability and hardline ethical stance give them an appeal that can’t be replicated.
The world has changed drastically and quickly, so the need to be resilient, resourceful and agile is more important than ever. And the rewards for those who can see opportunities in these challenging times go way beyond survival.
Six things you can do now to help prepare your business for a challenge or crisis.
Brands get lost all the time. They belong in the wilderness, exploring and breaking new territory. Few have tamed them, but when they do they can be marvellous creatures to watch in action.
In February 2020 Enigma joined as a founding member for a new industry association, the Independent Media Agencies of Australia (IMAA), to drive stronger representation alongside the global and regional media agencies.
The word is out: Brands are already missing a key media opportunity in regional Australia. To reach this lucrative market, they’ll also need to rethink what they know about regional consumers.