New Hope for Brands
Emerging into the Light
As we emerge dazed and confused from the darkened remnants of 2020, it’s only natural to look forward and blink with barely-disguised optimism into the dazzling dawn of a new year.
Surely – after all we’ve been through - things can only get better? They certainly can’t get any worse!
But if 2020 has taught us anything, it’s to always expect the unexpected. And also to be skilled enough to swiftly adapt to all the changes and opportunities wrought by such an unprecedented event.
The COVID-19 pandemic was – and is – absolutely extraordinary in its potency to profoundly impact all our lives with impunity, cutting great swathes of devastation across business and social communities.
But out of darkness, cometh light. Humanity has an in-built resilience to confront apparently overwhelming odds.
Amidst the glowering COVID-19 maelstrom there’s been encouraging sparks of light from people all over the world adapting the way they work and live, to prosper in what has been dubbed the “New World Order.”
2020’s Backdrop of Instability
If COVID-19 managed to bring any benefits at all to 2020, it was to bring into sharp relief all the instabilities of the world’s endless political issues and power struggles.
The pandemic became a malevolent backdrop to the cycle of events that played out on the world stage, highlighting their sway and effect on all of our lives.
Domestically, the US residential election exposed deep societal fault lines, and Hong Kong was subjected to civil unrest as China began to impose its will on the territory.
Internationally, China also attracted criticism with its economic influence continuing to grow and become more worryingly predominant.
Other worries about climate change grew apace, with increased numbers of environmental calamities and the attempts to stop them appearing to be ineffective.
Across societies worldwide, the rise of the Black Lives Matter phenomenon brought clear focus to decades of brooding anger over perceived injustices – and sharpened the long-held belief that, despite
everything, all lives should matter.
Alone, but Never Alone
Paradoxically, despite all the principles of isolation mandated to stop the spread of COVID-19, the pandemic has done much to push people together and keep them more closely connected than before.
Social media initiatives such as #AloneTogether have been instrumental in building networks of supportive online international communities.
Zoom conferences became a routine component of business life and visits to the doctor also went digital.
Technology has even embraced the spiritual life, with churches and their congregations brought together to worship in virtual services.
COVID-19 may have put a temporary hold on international travel, but technology lets us all continue to connect.
All these initiatives – forged in the despair of the pandemic to re-set our business and social interactions – give bright optimism for the future as we move forward into 2021.
Technology is the key that brings people together, even if they’re alone.
Turn and Face the Change
So, what does this freshened and radically-different communications environment mean for businesses, their brands and their development as 2021 unfolds?
Technology allows businesses to grow, and already the pandemic environment has seen many modify their business models into hybrids of old and new - to take advantage of opportunities available in new digital environment.
Confronted by all the different digital scenarios in our “New World Order,” businesses can either panic and fade away – or engage, pivot and grow.
A fundamental principle of business – Adapt or Die – is still acutely relevant, as it has been during all the world’s previous technological upheavals down through the centuries.
Businesses who sit around and ride the waves, hoping to pick up a few crumbs, will inevitably be left behind as the world moves on.
But others who actively seek out new spaces where they can make a difference, sense the market’s needs and respond to them, will become part of the "New World Order" and prosper with it.
Unveiling a Brilliant Concept
Another fundamental principle of business is that here’s always an opportunity in a crisis – no more so than when the market is subject to radical change and businesses strive to adapt and be relevant in the "New World Order."
Hence the concept and launch of Brilliant magazine, a fresh, exciting online resource for businesses living and operating in the worldwide Gig Economy.
Brilliant is targeted to all the members of that particular commu