Taking steps into a richer future

Taking steps into a richer future So what should brands remember as they make plans for 2021 and beyond? Clearly, brands still hold huge influence – but no one should be feeling like they have the post-pandemic world fully mapped and charted. Remember …

Loyalty matters – but the terms are still evolving and shifting

Different types of consumers are moving ahead at different paces

Risk is welcome, so keep innovating and evolving

Engaging with the world is a must – but don’t overestimate the license consumers have given you to speak out and act up

Measure more often – be attuned to unfamiliar signals from groups you might feel you had figured out a long time ago

"The way to stay most relevant is to keep your ear to the ground in real time, more than ever. Yes, this is going to make things more complicated; but the reality is, we are 330 million people, and the closer we can get to a 330-million-individual strategy is one of the key learnings coming out of the pandemic."
– Eric Wagatha

"I would say, widen your lens and figure out how you can really evolve and have a rebirth, in a way that allows you to speak to more people – that's really differentiated from maybe who we were as a brand and how people knew us. I think our ability to differentiate is also a way to continue evolving our brand from a consumer perspective."
– Amy Wills

"It is essential to both actively listen and learn about consumers’ aspirations and concerns while simultaneously measuring the impact of your marketing activities on your brand perception on an ongoing basis. Integrating these core brand actions is essential for market relevance as we move forward from the pandemic."
– Natasha Stevens

Brands matter. Brands are emotional responses between a corporation and a consumer. Yes, there are challenges to that. It really is incumbent on the brand – just like you would have a relationship with someone in your life, how do you keep that spark alive? That's where communications and marketing strategies come into play."

– Eric Wagatha

Meet GfK’s experts

Natasha Stevens is GfK’s EVP of Strategy & Product Innovation for North America, leading partnerships with key players in the digital space.

Eric Wagatha is Head of GfK Consumer Life in North America, helping global brands leverage consumer trend insights to set strategy and prepare for the future.

Amy Wills is VP of Marketing Effectiveness at GfK, helping to guide brand strategy engagements with companies in a variety of sectors.