Covid-19 has given us all a collective purpose and has turned a spotlight on the social resolve of every business. The 1990s term ‘purpose before profits’ is back in vogue as the pandemic tests our humanity and values. And, according to Gartner’s CMO Spend Survey 2020, 33% of chief marketing officers cite brand strategy as their most vital competency, up from the near bottom of the list in 2019.
As brands try to build trust without handshakes, it’s the character and values of their core brand that are now being looked at in new terms. Empathy, compassion and understanding are in. Read full story ›
Source: The Drum
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