Innovation, flexibility, and customer insights are instrumental in either making or breaking a business, particularly in an ever-changing marketing landscape. Legacy brands with well-established names and challenger brands breaking into the space must stay equally competitive to gain and retain a loyal audience.

Over the last couple of years, the Chief Marketing Officers (CMOs) have been forced to change their brand building strategy significantly due to the unexpected digital transformation caused by the COVID-19 pandemic. In these changing times the prime focus for them is not only to build the brand, but also to think beyond traditional marketing method.