Episode 5

Published on:

27th Apr 2020

Why flying blind is a bad idea

Strategic research has a vital role to play in navigating us out of the current crisis, so why are brands cutting research projects?

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

  1. Identifying new consumer needs/preferences
  2. Getting your tone of voice right
  3. Reviewing and revising media plans
  4. Thinking about what your brand stands for
  5. Combining behaviours and communications

Positives coming out of the crisis

  • Positivity and human nature
  • Leveraging our intuitive gifts
  • Innovation and experimentation
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About the Podcast

The Total Experience Podcast
A podcast about brand experience - what it is, how it works and how we can all do it better. Edited and hosted by Richard Cable.
Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

About your host

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Tribal London

We've been Tribal since 1995. Worldwide since 2000. Experts in experience since always. We build experience ecosystems that build better businesses. We call this Total Experience.