The pandemic has changed the world as we know it and in uncertain times, and when we need to adapt to a new normality, it is more important than ever for businesses to focus on long-term brand building activities, to manage to stand out from the crowd and win the online war in terms of market share and profits. 

In this week’s episode, Sanna Ödmark talks to the awarded author, speaker and researcher Erik Modig about why rethinking and evaluating your brand is more important than ever, how brands find the right balance between long-term strategic brand building and tactical sales activations, and why you should never waste a good crisis. 

 

We cover topics such as: 

What key things do B2C brands need to consider when it comes to brand building activities in a digital world?

What should e-commerce brands do to stand out in the crowded online space?  

How can brands find the right balance between long-term strategic brand building and tactical short-term activations?

 

About Erik Modig:

Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He's also an awarded author and a demanded speaker at organizations and conferences, where he holds lectures within his field of research. Erik’s research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth.