Monetizing the new path to purchase

Monetizing the new path to purchase

A social distancing sticker at checkout in a Walmart store this past April. Courtesy of Walmart
Thanks to the pandemic, the commerce experience is changing — possibly forever. Prior to the start of the 2010s, the notion of brand power and how to measure its strength was based on how well the brand stuck in people’s minds. Yet despite a rapidly evolving media landscape and the growing ability to reach specific individuals, the foundation of a brand’s strength — engaging shared feelings, beliefs, and values — has remained the same. Still, the great uncertainty wrought by the pandemic has led consumers to look for solutions from sources they can count on more than ever before, adopting new tools, products, and services. Read more…