Will COVID19 force brands to get back to their core?

Looking back to the world prior COVID19 feels like a long time, most markets were growing and the economy was doing just fine. Companies focused on growth, and usually, that meant expanding the line with new products, trying to target different segments or purchasing companies.

Now when thew world has literally come to a standstill things have changed. And they have changed a lot.

The one thing that happens during every crisis is that both companies and people get back to focus on what is really important. For companies, this means going back to what made them memorable in the first place. All the activities beyond the core start to become the subject for discussion.

At my company, Monday Brand we have gone through a self-evaluation process as well. When we started back in 2012 the focus was on Brand Positioning and optimizing Brand Architectures. To facilitate brand ownership of positioning and architecture within client companies we started offering very successful In-Company Activation programs. Because after all, it is the people that need to make it happen!

And then it happened… our clients asked for more, which is a very natural thing when you like what someone does for you. And so we added Brand Identity Strategy to our services, helping our clients to translate the positioning into an authentic brand expression. In some sense it was perhaps one step too far, bringing us closer to full-service agencies and therefore undermining what we truly stand for.

So, today we decided to go back to the core and focus only on three services: Positioning, Brand Architecture and Company Activation.

In January we started thoroughly reviewing our services, and since then we made updates to incorporate the very latest thinking and approaches allowing us to be even more effective. As we work mainly internationally, one of the guiding principles has always been that everything we do has to work fully through ZOOM.

When COVID19 happened we were prepared – we are more focused on our core and in these times of physical distancing we will continue to work through ZOOM serving our clients globally.

In case you recognize as well the need to focus on your core within your company or personally and want to discuss more, then please contact me at michiel at mondaybrand.com.

Stay safe, stay healthy!

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