Here are five challenger-brand behaviours you can adopt to see you through to the other side.

There’s no denying it — as marketers, we’ve entered a new normal. Lockdowns have altered physical touch points, making out of home and shelf stand-out less relevant. Increased psychological uncertainty has shifted consumer purchase drivers from wants to needs. And social-distancing measures have threatened the very existence of the booming experience economy.

No longer able to rely on traditional brand building, COVID-19 is ushering in an era where all businesses must act like disruptors to survive. Here are five challenger-brand behaviours you can adopt to see you through to the other side.

1. Integrate purpose into your proposition

Brands like…