In this case the paradigmatic examples

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The pandemic as an accelerator of change aleix gabarre director of strategy at summa has followed the thread of the narrative confirming that some of the changes already initiated previously in the world of brands have been clearly accelerated by covid19 . For gabarre the pandemic has performed this accelerating function in a general way and perhaps with special incidence in everything that has to do with the activity of people. But in this context some brands have overcome the accumulated inertia and have begun to tune in to the new habits generated in recent months.


The director of strategy explained that every brand has jewelry retouch servicethree dimensions identity its purpose value proposition tone and style the experiences it generates when people interact with all its forms of manifestation and the communities the groups of followers that maintain an emotional attachment to the brand and support it both internally and externally. During the covid19 crisis different brands have worked on each of these dimensions something necessary to innovate and transform a brand. Some have emphasized the renewal of their offer in a movement that gabarre has described as emergency pivot.



One example is airbnb which has created virtual spaces for activities that are very different from its core business accommodation. Other examples of this are the cinema chains that have signed up for streaming or the bookstores that have opted for online sales for the first time. Another example field of reinvention has been that of experiences .   are found in the world of retail. Here immersive virtual shopping experiences have been proposed taking advantage of the latest technological innovations and the transformation of physical shopping spaces in order to maintain the necessary distance in a friendly way.

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