How Brands Are Evolving In The New Normal?

Through these unprecedented times, many extraordinary measures have been enforced in companies to protect their people and maintain operation. Through these measures, it has caused significant impacts on the stability and growth of businesses. For instance, in the current environment, old business models may not be relevant anymore. Thus, there is a need for companies to relook into their business models. But, during the crisis, not all business models were affected. One of the main influences of sustaining in pandemic times would be the company’s sector. For instance, sectors such as healthcare and technology showed higher resilience in times of the pandemic. On the other hand, sectors such as consumer cyclical and consumer defensive showed a decline in progress. But one thing has remained constant and is more true today, is the need for an organization to deliver actionable changes. 

Amid changing times and consumer preferences, brands can no longer incorporate traditional media as their primary marketing strategy. Instead, brands should evolve, absorb and reflect the real-world experiences and events surrounding them to continuously stay agile and respond to the new normal through actions grounded in the values they stand behind. 

We have identified and put together examples of how brands are evolving and thriving in the new normal.



Despite the challenges faced during the pandemic, sportswear appears to be a resilient 

category in the post-Covid-19 era. The companies managed to gain the connection between their customers through digital engagement. For instance, with the introduction of the Jordan Breakfast Club, it serves users with daily reminders each morning for 30 days with personalized workout regimes designed by world-class athletes. This creates value for consumers as it allows consumers to have the opportunity to train aside professional athletics, increasing its customer experience.  

Digital sales now comprise over 30% of Nike’s sales. For instance, the Nike mobile application. To reduce its reliance on department stores for sporting goods, Nike introduced a mobile application that allows users to have a seamless buying journey. Through this, it reduces the need for customers to flood the department stores. Especially during the pandemic times, where many department stores were closed, the mobile application allows the customer to retain the same buying experience.

Thus, the ability to communicate directly to their consumers without any physical footprint, drive engagement and place more efforts to grow their operations led to the successful transition between the pandemic times and the post-Covid-19 era.



In most sports, fans are still not allowed to enter the arena to catch their favourite team in action. With fewer crowds in stadiums, how can brands keep their audiences engaged? NBA leverages Microsoft Teams’ new Together mode, which has virtual-reality features, that allow players and fans to interact in real-time via video screens. The online platform includes interactive features such as live cheers and jeers, resulting in engagements even with the absence of live crowd excitement. Through these initiatives, the company saw no loss of subscriptions and viewerships, but instead a steady increase. 

You may think that a badly hit industry like the sports industry, will recover slowly in the post-Covid-19 era. Take a look at the NBA. With the introduction of digital technologies in its business model, the NBA managed to retain its customer base. It also led to an increase in viewerships and subscriptions.  They did salvage the dismality of it all.



Starbucks recently launched its ad campaign (a video showcasing the ordering process), welcoming its users back to the post-Covid-19 era. With the introduction of its digital ordering service, consumers can easily order & pay through the Starbucks mobile application. Did you know there are currently around 10 million active users, and almost 20% of the US transactions are made through mobile payment? 

It was an inspiring campaign, filled with positive sentiments because it signifies that consumers can trustfully shop from Starbucks during the post-Covid-19 era. Besides, the strategy creates and delivers value to consumers, leading to the enhanced customer experience through new technologies. Additionally, this strategy enhances the safety of customers as it prevents any forms of physical interaction. This results in a safe and efficient buying experience which could not have been materialised or made sense pre- COVID. 

As society comes together to withstand this period, we recognize how quickly customers have digitally embraced journeys and experiences. Brands must continue to strengthen their brand, making sure they are trustworthy and operate in new ways. Especially during these uncertain times, customers value brand authenticity more than any other factors. Hence, any actions made by the business must not be superficial.

Hence, are you looking to grow your business professionally in the post-Covid-19 era?  De Mellows has the solution for you with our revolutionary Brand MarTech success-proven blueprint to grow brands that matter. Kindly email us at for a free consultation on branding and marketing.


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