Being Resilient: Navigating the Challenges of a Liquid World in the Face of the Covid-19 Crisis
In this insightful interview with Christophe Manceau, Director of Strategic Planning at the Media Division of the Kantar Institute, the concept of a “liquid world” and the principles of “resilient branding” are explored in the context of the current Covid-19 crisis. Manceau explains that the idea of a liquid world refers to a society characterized by constant movement and rapid change, where actions evolve faster than they can become routine.
The Covid-19 crisis has not only accelerated this liquidity phenomenon but has also exacerbated it by immediately destabilizing Western societies and the everyday lives of individuals. As uncertainty prevails, societies, companies, and individuals are forced to adapt and react as the crisis unfolds. Even now, with the pandemic still evolving, most countries continue to navigate through uncertainty, making it impossible to establish habits and routines.
Manceau emphasizes that the current crisis is likely to have devastating effects on certain sectors, and instability is expected to persist in the coming months. This new normal of uncertainty requires businesses to reconsider their role in society and question the foundations upon which they were built. Resilience, in this context, refers to the psychological phenomenon of acknowledging and rebuilding oneself after a traumatic event. The crisis we are currently experiencing can be seen as a collective trauma, and it is crucial to approach the vast amount of information and consumer attitudes during this period with discernment.
To achieve resilient branding, companies must engage in self-analysis to understand their role in the pre-pandemic world and define their purpose in the future. By aligning all elements of their organization, as defined by the McKinsey 7-S framework – Strategy, Structure, Systems, Style, Staff, Skills, and Shared values – companies can build a credible and resilient brand. This alignment allows for adaptation through a combination of reflection and action, enabling companies to navigate any context.
The interview concludes by raising important questions about the strategic phases of the crisis, the significance of timely action, and the potential backlash that influence may face in a post-Covid-19 world. To delve deeper into these topics, the full interview with Christophe Manceau can be found on the Salon du Luxe Paris 2020 platform.
To further explore the concepts discussed in this interview, here are two useful links:
1. McKinsey – The Hard S’s to Achieve Strategic Success
2. Kantar Institute – Insights and Research
