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K-Shaped Recovery: How Brands Can Come Out On Top Post-COVID

August 16, 2021

By Chris Buckley, SVP Business Development & Marketing, RAPP and Code

The economic impact of the pandemic has not been spread equally. Hard-hit industries like travel, retail and automotive were forced to rethink fundamental principles underpinning their normal business practices. While some faced hardships due to a prolonged disruption in trading, others capitalised on this new digital-first environment.

This phenomenon is known as a K-shaped recovery. Some brands and sectors are in a period of rapid growth, while others are headed for (or are already in) decline. This recovery model explains the success of digitally native brands and the failure of more traditional bricks-and-mortar businesses.

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