We are seeing an uptick in customer acquisition in certain categories due to COVID and other contextual changes. Now that we have these customers, and they are repeat buying, how do we retain them? We believe we have strong Physical Availability. Do we turn our attention to Mental Availability? If so, what are best practices?

We are a big brand in our category and a major company has recently entered the category with a new brand – how can we block them?

In a COVID-19 world, should brands move from more emotionally based advertising to more rational focuses (such as emphasising anti-bacterial or health properties)?