"What will be crucial is a focus on tone and empathy, and the pandemic could accelerate the move for some brands to invest more time, creativity, and money in values-based marketing."

"Just as Michael Jordan is enjoying somewhat of a renaissance thanks to his popular collaboration with Netflix, so too is Nike due to its subtle, underlying presence in the documentary."

Employees should acquire new skills to implement initiatives and support brand management in the new-normal centred around digital and social media.