Corona created a new sense for “contingency”, meaning, suddenly we realize: actually this is not the “end of history” that Francis Fukuyama predicted: the world is not on a irreversible path lead by globalization, automatization and algorithms. Unthinkable things (like a global pandemic) can still happen. Our health is not for sure, but maybe also climate change or social injustice are not without alternative.
If you imagine your brand as a religion: what post-corona promise is it offering? And do you maybe even need to adapt your brand strategy (or at least the tonality and appeal of it)?
Within this new setting in mind: what thoughts and concepts of humanity is your brand offering?