Leaders who think COVID behaviors are going to be temporary, risk making an enduring mistake. The COVID Connectome™ is a network of associations that is already embedded in our subconscious and will be driving people’s instinctive behaviors for years to come.

In my last post, I explained that Brand Connectomes® are like trees made up of a network of branches. The COVID Connectome™ has a large trunk that separates into two major clusters: “Preservation” v. “Perseverance.” These two networks are struggling against one another for dominance in the brain. 

What will it take for the economy and your business to recover from COVID?

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Anyone who believes COVID behaviors are temporary is going to be in for a very big surprise.

Massive changes are taking place due to the pandemic and every leader is trying to determine how their business will be affected. The problem is that no one can see into the future. But you can do the next best thing, peer into customers’ subconscious and see how their instincts are changing.

Last year in Knowledge@Wharton, I shared my discovery about what drives our instinctive choices—intricate networks of brand associations accumulated over time. These associations are years in the making—some going as far back as childhood.

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