New Normal.


If we have learned anything as businesses the last couple of years it’s that we have to account for the new normal. And by new normal I mean pandemic and war. Jamie Dimon, CEO of JPMorgan Chase, “padded” and stockpiled money in the face of this new normal, setting aside $902 million dollars in a so-called “rainy day fund.” How many small and mid-size businesses can say the same?

As a brand strategist who designs business-building guidelines for product, experience and messaging, I understand the importance of accounting for the new normal. Brand strategy informs how a company deals with and responds to the new normal. It goes beyond setting money aside, it provides a framework for action plans and change management plans – all of which are on-brand.

Brand strategy provides a security blanket in tough times. A place of comfort from which to make difficult decisions.