COVID-19 is bringing new challenges for the marketing industry in 2020, and the predicted economic recession will hit brands hard. Now more than ever, it’s vital to get the proper foundations in place, not only to weather the coming storm but to think ahead toward future growth.

Christian Polman advises that Brand and marketing metrics must be properly aligned to overall business objectives, and consistently communicated across internal and external partners. Alongside a measurement framework that blend econometrics and attribution, Christian advises that brands should create a ‘test and learn’ culture to create a ‘gold standard’ of what works and what doesn’t, an approach which has been successful for brands such as Direct Line and adidas.

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First featured on 15/04/2020.