TUESDAY 20 JUL 2021 2:05 PM


The research from the Chartered Institute of Marketing found that the 71% of in-house creative leaders believe that Covid-19 comms and response to uncertainty has boosted the reputation of their brands.

A poll of the UK’s top CMOs reveals overall optimism for the UK economy is rated at just 62 out 100. However, when rating the growth prospects of their own organisations, 81 out of 100 respondents were optimistic about future economic growth, despite more than half having experienced budgeting cuts over the past year.

The positive impact of Covid-19 on brand reputation highlights the power of public perception, as brands need to utilise this positive change and maintain external attitudes through effective PR and comms.

Chris Daly, chief executive of the Chartered Institute of Marketing says, “That hard-won reputational boost has the potential to accelerate economic growth as we emerge from lockdown.”

The strength of brands emerging from the pandemic with positive reputational support is driving a desire for clarity over regulations across industries. Only 26% of those surveyed believe the current regulatory regime for alcohol, gambling, HFSS products and environmentally damaging goods are fit for purpose.

Just over half of marketing leaders argued there is too little regulation of social media, while 44% said it is not the responsibility of marketers to protect the users of their social media channels. However, this raises a potential PR nightmare as negative commentary and posting associated with a brand will only work to harm the external reputation of the business.

The rise in positive brand perceptions presents an opportunity for the UK to build back better, by targeting spending and training of effective channels and products that deliver a greater value to our society, says Daly.