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The new framework will help brands navigate and overcome previously unforeseen challenges
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MullenLowe Lintas Group's Restart and Restrat to help marketers explore various recovery paths during the ongoing crisis

The new framework will help brands navigate and overcome previously unforeseen challenges
  • Through this framework, MullenLowe Lintas Group aims to provide a strategic reference for brands in a dynamic business environment.
  • The ‘Restart and Restrat’ framework is available for not just its clients, but anyone in the marketing community to navigate through these rough times.

The MullenLowe Lintas Group has launched Restart and Restrat – a framework created to help marketers explore the various recovery paths available to them during the ongoing crisis. The still developing phenomenon of the Covid-19 global pandemic is a scenario where nothing feels the same anymore and everything is in a state of flux. The framework lays significant emphasis on how brands can effectively deal with specific impact on various industries. It could be a business impact due to changed human behaviour or implications of isolating at home, or an impact on the consumer behaviour due to a decline in economic activity.

Given the slowdown, consumers’ spending and their current lifestyles and behaviors are witnessing a readjustment. Further, an erosion of confidence and concerns about health have led to a sudden change in consumer psychology and behavior which has a direct impact on a variety of industries. They are clearly drawing a line between discretionary and non-discretionary spends by conscious purchase decisions. This unsettled scenario has prompted MullenLowe Lintas Group to team up with other experts across the world and research previous similar world events and their impact on attitudes and behaviours. The final product is “Restart and Restrat” – A Strategic Framework for Brands in Challenging Times. Through targeted solutions and focused actionable strategies in the immediate and long term, the framework will help brands navigate and overcome previously unforeseen challenges.

Commenting on the launch of the framework, Virat Tandon, Group CEO, MullenLowe Lintas Group, said “We are all witnessing the seismic impact of the current crisis on business, but even more significant is the way in which human lives are being affected. We humans are a resilient lot and have a great quality to adapt to changes. This is what we are witnessing even during the current crisis. “Restart and Restrat” is our attempt as consumer experts to identify and predict the shifts in consumer attitudes and behaviours in general and specifically towards key categories. What makes this framework most useful is that these learnings are totally actionable for our client partners through a purpose-built suite of tools that we are deploying through our consulting arm, LinConsult.”

Talking about the idea behind Restart and Restrat, S. Subramanyeswar, Group Chief Strategy Officer, MullenLowe Lintas Group, said “The true test for any brand is not when it is in cruise mode - a vibrant and growing economy, conducive competitive conditions and buoyant consumer demand. It is when the entire ecosystem comes to a grinding halt, the business environment becomes uncertain and the very tenets on which a brand is built are no longer valid in a drastically changed scenario. Our ‘Restart and Restrat’ strategic framework not only reveals the gravity of the current situation but also explores a promising recession beating growth strategy that outmaneuvers uncertainty which all clients are confronted with, including specific brand messaging approaches and brand positioning for recovery in different phases in a digitized consumer republic.”

Through this framework, MullenLowe Lintas Group aims to provide a strategic reference for brands in a dynamic business environment. The ‘Restart and Restrat’ framework is available for not just its clients, but anyone in the marketing community to navigate through these rough times.