Crisis calls for creativity: Real examples of resilient brands chasing growth
Nature’s strategy director, Aliya Hasan, speaks to continuing marketing momentum in uncertain times, the 4 P’s (namely price) and includes a strong list of real-world lessons from brands.
We’re about to farewell another rollercoaster year. A year in which a cinematic ride into to the danger zone thrilled us, but also a year with its own real danger zone: the increasingly unsettling cost of living crisis, where businesses are being forced to interrogate their marketing strategies and rethink their growth ambitions.
In such an environment, it makes sense that many voices are hailing price as the most critical marketing lever. But is it the only option to stay afloat in these choppy waters?
While trading down might be rife, the fact remains that in several categories, people are coming off autopilot. Habits are being broken, routines are being rewired and perceptions being reframed. This creates receptivity towards new associations and, most importantly, signals a backdrop for brand connection.
