Brands That Thrived During Economic Uncertainty
Selame
Recipe For Resilience
The Case of Lifebuoy & Ethiopian Airlines during our most recent uncertain times in history, COVID !
The Value Chain of Value Creation
Retrospection
“Companies that solely focus on competition will ultimately die.
Those that focus on value creation thrive”
Eduard De Bono
Father of lateral Thinking
Recipe
• Roots
• Embracing
• Consumers
• Innovations
• People
• Ensuring Business continuity
Roots
Strong brand foundations built on underlying legacy or cause propel brands to respond resiliently to uncertainties
Strength and Pioneering Spirit
Embracing
Accepting reality and reacting with Speed is important. A timely wrong decision often outperforms a delayed correct decision.
Consumers
Value Is created for the consumers, even at moments of uncertainty it is key to remember consumers value “Values”
Ethiopian Community Alliance through its foundation
Accelerated Innovation addressing critical challenges of the day
• Launch of new products less than 90 days
• Conversion of 25 Passenger aircraft into Cargo
I
People
“I
believe that human beings have what I call discretionary energy that they can give you or not. And I don't think they will give it to you if they don't feel that they're treated with dignity and respect every day. If people can say, I'm treated with dignity and respect.”
Paul O’Neill
Ensuring Business continuity
1. Understanding unique circumstances 2. Resilience and building on strength 3. Collaboration and partnerships 4. Learning and Thriving “
Arkebe Equbay
Ethiopian has avoided seeking a bailout, laying off any full-time employees or requesting deferrals on debt payments, It even reported a profit of $44 million (37 million euros) for the first half of the year.
Thank you
Selame