What resilience means for brands right now

What does brand resiliency mean in a polycrisis? Fast Venture's Wade Eagar shares a four-phase framework for marketers to navigate geopolitical and economic uncertainty with astute crisis planning. Hosted by WARC's Catherine Driscoll.

Guests:
Wade Eagar, Chief Strategy Officer, FAST Ventures
Catherine Driscoll, EMEA Commissioning Editor, WARC

Chapters:
00:00 – Intro: How to navigate crisis - a four step framework
01:38 – Why stopping advertising in a crisis is a strategic mistake
03:37 – The hidden cost of going dark on market share and brand salience
05:22 – Why crisis marketing in the Middle East is different
07:43 – Pressures on CMOs: uneven impact and the HENRY consumer split
11:41 – Lessons from COVID: Talabat and Careem resilience case studies
14:31 – Phase 1: ASSESS – What to do in the first 24–48 hours of a crisis
18:36 – Phase 2: ADAPT – Fixing tone, messaging and usefulness to consumers
24:50 – Phase 3: ACT – Maintaining brand presence, not just volume
27:11 – Phase 4: ACCELERATE – Leading indicators to invest ahead of recovery
28:49 – B2B vs B2C, the CMO’s remit and one action to build resilience today

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