The Total Experience Podcast

Why flying blind is a bad idea


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Strategic research has a vital role to play in navigating brands out of the current crisis, but not if we're not doing any. One for the strategists, with planners extraordinaire, Roger McKerr and Darren Savage.
In this episode:
Roger McKerr, founder of insight and strategy agency Davies McKerr, and Darren Savage, chief strategy officer at Tribal London and lecturer at the Oxford Business School, discuss the crucial role of research in shaping brand strategy as we emerge from the Covid 19 crisis.
How the world has changed
- Ever-shifting points of reference
- Doing the unthinkable
- Forget getting back to 'normal'
Imposed behaviour change and new social norms
- Imposed behaviours
- Forming new rituals and habits
- How crisis exposes differences
- Challenges to strategy
- A much more complex audience profile
How brands have responded to the crisis
- Shutting down 'non-essential' activity
- The IPA Bellweather Report
- Halting strategic research
The dangers of strategic short-termism
- Paralysis through lack of analysis
- Brands that are doing well
- Nike's integrated brand experience
- Brands that are doing badly
- Primark's devastating lack of ecommerce
Insight as an enabler of action
- Building new insight
- Creating confidence
What brands should do next
The 5 point plan
- Identifying new consumer needs/preferences
- Getting your tone of voice right
- Reviewing and revising media plans
- Thinking about what your brand stands for
- Combining behaviours and communications
Positives coming out of the crisis
- Positivity and human nature
- Leveraging our intuitive gifts
- Innovation and experimentation
...more
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The Total Experience PodcastBy Tribal London