Brand Strategy. Thoughts in vogue. Episode 2: The New Normal

It's change. The only constant. But this is not just change. This is a jolt. We are witnessing a very quick unfurling of what everyone is humbly surrendering to as "the new normal". The landscape has never been more challenging. 

Even Bob Dylan, when he sang, "you better start swimming or you will sink like a stone" was referring to the inter-generational transitions that slowly creep in on us when we are not looking. Nonetheless, this statement rung true then. It undeniably rings true now. We better start swimming.  

And we all are. Like a 6 month old baby in water - yes they automatically swim and stay afloat. 

The auto instinctive swimming will help us stay alive, but what we need to do now is to understand the nature of the water and develop technique to get ahead.  

What is the nature of the new normal? Let's look at two aspects of it - business and people 

The new normal Business: 

1) Leveraging technology to the fullest:  

We already had the technology in place. What has changed is that we got forced into actually using it. We heard the initial grumbles but now we are realizing this opens doors to limitless possibilities. Such as accessing the ever-elusive mirage called "work life balance". Will it become normal for everyone to don multiple hats? For the industry, that would means a never before richness in multi-faceted thinking - better creativity! 

2) Getting distance-agnostic : 

We have witnessed how we don't have to wait for all to be in the same place to get things done. Not even to have a wedding, much less to pitch for new business! Makes us all the more un-stoppable. It means getting more done, using lesser time and resources. That kind of efficiency can only be profitable, right?  

The new normal People: 

1) Abundance of opportunity leading to generosity:  

There has been a tremendous surge in online searches and saving of recipes, crafts and other creative skills. There has also been a surge in people starting their own channels/pages on various apps to showcase, share and teach their skills. Making everyone creative. Today there is room for it. It may serve Brands well to acknowledge the creativity in everyone and enable people to explore and expand individual creativity and skill. '

2) The democratization of leadership: 

Millions of tiny change-makers have sprung up across the world who influence and change the lives and lifestyles of their immediate ecosystems - with the tools to collaborate with other like-minded ecosystems across the world. Brands, perhaps need to join in and either be collaborators or enable collaborations.  

Some alternative narratives in the new normal: 

For brands that influence how we move as a society, there have been some unexpected bonuses too: 

1) It has forced us to acknowledge our privilege and also take notice of the unfair disparity that exists. There is a sense of guilt and helplessness. How can brands help alleviate this guilt?  

2) At the same time we have realized that no matter how tall the fortresses we have built are, everyone is equally vulnerable. We are a tad unsettled and insecure. Can brands believably reinforce a sense of assurance?  

3) Being forced to take up household chores. A minuscule section of society is shedding their deep-rooted baggage of patriarchy, feudalism, casteism, classism. Can a brand stand to gain by rallying around one of these alternative narratives? 

The landscape has never been more challenging. And there have never been more opportunities.