Innovating in a crisis and the impact on brand growth
Brands that continued to innovate during the pandemic saw growth. Discover four ways brands have driven growth through successful innovation.
Many brands are struggling with the changing context. The rise in ecommerce, a fragmented media landscape, changing consumer tensions and an increasing demand for sustainable products are just a few of the challenges that brands are facing.
The big question is: what did successful brands do, and what should they do now to continue to grow?
We know from BrandZ data that companies that continued to innovate during the last recession were 9 times more likely to survive. Turn the clock forward to 2020 and the pattern is the same. Brands that continued to innovate during the pandemic continued to see growth.