Buying the Dip

Brand building in a time of recession

I can’t describe the relief I felt watching Jacinda Ardern announcing border closures and lockdowns in the early days of Covid. I had been watching Italy and then Spain get overwhelmed, and the warnings of doctors who had not slept in days – this is coming, it’s too late for us, it’s not too late for you.

Some back-of-the-napkin calculations showed that,…