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As lockdown restrictions slowly ease, for many there’s an enduring legacy of heightened awareness and behavioural change across the world. The coronavirus pandemic continues to devastate with loss of life and significant impacts to industry and people’s livelihoods.

Whilst situations vastly vary country to country, here in the United Kingdom, I feel heartened by the fortitude shown within communities to help one another during these difficult past few months. Locally I’ve witnessed a greater sense of togetherness, an appreciation of unsung heroes and selfless goodwill towards one another. Internationally, an array of innovations emerged from creatively designed and decorated facemasks, 3D printed hands-free door openers, through to building entire new hospitals and medical equipment in days.

These unprecedented circumstances have changed our everyday life, leaving us time to assess the things that matter most. Across our individual social, emotional and functional need states, we’ve collectively adapted and found ways to stay connected and to stick together.

One common form of connecting with each other during lockdown has been the growth of the ‘Online Quiz’, a very British response to missing weekly pub trivia and social engagement. Competing with colleagues, friends and family to test knowledge, in an entertaining and light-hearted way. Whilst this behaviour might sound alien and trivial to some of our friends overseas, it delivers on some of our most basic human needs. Socially, it connects us with others, providing a sense of belonging in a very primal, protection from the pack kind of way. Emotionally, it provides reassurance and certainty knowing answers are right or wrong rather than the ifs, buts and maybes we read and hear on the news. And functionally it stimulates our brain neurons to help our mental wellbeing which is especially important for those who are alone, vulnerable and/or self-shielding.

As a tribute to this behaviour and to continue its positive impact, I’ve authored a series of short quizzes to engage with, share and stay connected with others.

The quiz is called ‘Name that Brand A-Z’, which as the title implies, gives you 26 opportunities to identify a brand, organisation, individual or certification in alphabetical order. Some of the visual clues will be easy, others tricky and many tantalisingly familiar. Difficulty wise it’s pitched more ‘Millionaire’ than ‘Mastermind’, so it should be suitable to share beyond industry experts. There are six sectors covered in this series giving a maximum score potential of 156/156. Any score close to a gross are clearly brand masters whilst many will be pleased to break the century. Good luck, enjoy and share with others.

Cambridge Design Partnership maintain stringent confidentiality towards all clients and related project work. We have no affiliation, endorsement or views towards the brands used for this game and have no responsibility or control with how this material is used subsequently by others.

 

Part 1 - FMCG & Digital

The first quiz pairs Fast-Moving-Consumer Goods (FMCG) and Digital apps. These are the brands you scroll through on your phone and tablets providing on-demand services. Those you ponder when ordering online groceries or compare in the supermarket aisles whilst filling your trolley. Online grocery and e-commerce have accelerated during lockdown as people physically distance themselves and remain at home, this trend will only grow further over time. I hope you enjoy this espresso sized, coffee break distraction.


 

  

 

Part 2 - Healthcare & Consumer

The second quiz pairs Consumer and Healthcare brands. These contrasting sectors and companies have continued to provide life-saving medical treatment and equipment as well as clothe, entertain and connect us together. Healthcare companies have needed to become agile during this period and have adapted quickly to new emergency authorisation measures. In a collaborative effort we’ve seen consumer companies such as General Motors help the manufacturing efforts for ventilator production as global demand outstrips supply. However, it’s diagnostic testing that’s proven invaluable to inform management given the absence of effective therapies or vaccines. I hope this micro-dose of mental stimulation helps you and others to stay positive.
 

 

   
 

Part 3 - Sustainable & Luxury

The third quiz pairs Luxury brands and Sustainability organisations, individuals and certifications. Locally, many have been walking and cycling more becoming more reliant on local stores to replenish stock levels. Our environmental footprint collectively has reduced by default during lockdown with no international travel and working from home lowering our fuel consumption. Whilst greenhouse gas emissions have reduced, and air quality improved during this period it’s not a substitute for a stronger stance and strategy to address climate change.

With the associated economic downturn our spending has been more conscientious and conservative by choice or necessity. This has left the often-overindulgent Luxury category to be even more exclusive and removed from everyday life and reality. However, to say Luxury and Sustainability are mutually exclusive would be wrong. One famous luxury slogan which resonates is “You never actually own a Patek Philippe. You merely look after it for the next generation” which is true of so many things including planet Earth itself.

    

  

 




  Chris Houghton

   Partner, Head of FMCG
   Connect on LinkedIn


 

 

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