Conclusion and Recommendations:
This is an unprecedented time in history of mankind. Never before has such a situation arisen in the past 50 years. Viral pandemics have been around for long but never before has such a scale of devastation in the form of huge loss of life and economic destruction been seen.
Based upon the interactions with the webinar participants, Intellectus Consulting would like to propose a few conclusions and recommendations going forward:
- The first priority to be undertaken on an immediate basis is to provide the brand management function a high level of empathy, understanding and sensitivity. While this may not be applicable to all companies and some of them may have already taken measures, this is not the case for the majority. Most companies are yet to figure out the ramifications of the overworked brand teams and take concrete steps immediately. There is a pretty high risk of burn-out and attrition going ahead.
- Brand Managers need emotional security. Their fears, concerns and anxieties are real and need to be addressed right away. Senior Leadership and HR folks need to take note. These fears may be unstated but most certainly exist. They get unearthed when you unwind them. A possible action area could be to address concerns in a virtual town hall or maybe even group calls over Zoom/Microsoft Meetings.
- Brand Management is the lifeline of all marketing operations of our industry. They are the profit-centre. They need emotional nourishment especially in these pretty stressful times. Social Isolation experienced by many colleagues may be true for the industry majority. Besides virtual group activities, it may be worthwhile to connect with them on one-to-one basis on certain specified time slots of every week. This call could get set up over Zoom with HR/BU Head/ SVP on the call as well. This would provide a great degree of emotional reinforcement and stability to the colleagues.
- A Digital Rewards and Recognition Program could be initiated for recognising the efforts of top brand teams in going beyond their call of duty and making that big stretch. This could be in form of gift vouchers, certificates, Swiggy home-delivered dessert surprises. Many such options could be thought of.
To conclude, we at Intellectus Consulting believe that the Covid situation will continue till end of 2020. Living with Covid and yet carrying on with the routine with precautions may be the new normal. Even if the restrictions are lifted, it is going to take a long while for life to return to normal. People will prefer the new normal of WFH with modifications in their routines to beat the insecurity of venturing outside. In such a case, Digital will be the driver going ahead. Brand teams will need to be protected and nourished so as to drive maximum productivity gains in this reset environment.