The past few years has posed many threats – and tests – to brands around the world. People no longer resonate with brands that only care about their own commercial wellbeing, but brands that help make life better for all stakeholders. To earn the title of a Superbrand in this pandemic-driven era, brands need to have an impact on three dimensions; people, planet, and profit. They can achieve this by offering better products, services, as well as experiences that will in turn inspire people to make better changes to their surroundings. At the end of the day, if brands can become what consumers ask for, they will undoubtedly make sustainable-profitable businesses in the long run.
Apart from that, a Superbrand also needs to be highly resilient, being prepared for the unexpected and being able to turn crisis into opportunity.