In the early days since what the media seems obliged to refer to as ‘The Shock Referendum Result’, wild predictions abounded as to what Brexit would mean for business.
The pound fell, climbed then fell again. Depending on who you listened to, major multinationals were pulling staff out of the UK, or pouring cash in. The only thing that was certain was that nothing was certain.
There was a strong temptation to shut up shop until the lunacy had passed.
While a single referendum in this island nation sent shockwaves around the world, it was not the first – nor will it be the last – major event to threaten to throw businesses off course.
Now, time has delivered some perspective on the issue. In Beyond Brexit, Econsultancy looks back on the lessons marketers must learn. We examine how brands can future-proof their strategies against similar periods of uncertainty, establish contingencies and create enough organisational agility to roll with the political, economic and cultural punches.
Folding in learnings from our sister publications Marketing Week, Design Week and Creative Review, the report explores the global impact of Brexit on digitally-driven, marketing-led brands from the perspectives of talent, data, technology and analytics. These four areas are the ones most likely to be impacted by Brexit and yet are also most capable of stabilising business in uncertain times.