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Editor's Note

Posted on 22 June 2020

Welcome to the Summer 2020 edition of Brand Matters. 

Our last edition was published just days before the UK entered lockdown due to COVID-19. These challenging times have tested the agility of brands and businesses as they are forced to adapt to the changes brought about by the pandemic. In response, we have issued a range of guidance relating to COVID-19. This edition of Brand Matters includes highlights of our advice for brands navigating this period. Further information can be found on our COVID-19 hub.

There is no doubt that the digital environment is becoming increasingly important to brands, as is the use of data. Our podcast on GDPR looks at how the introduction of the Regulation – now two years on – has changed our approach to protection of individuals' personal data, and the areas that remain contentious and in need of resolution. We also review new powers for the Competition & Markets Authority in relation to consumer harms online, and challenges and opportunities for brands pivoting during this period.

Another trend that COVID-19 has accelerated is the importance of purpose to brand marketing strategies. We are therefore very pleased to mention our launch of Mishcon Purpose, the first Purpose-oriented business established by a leading UK law firm. In our recent podcast, Head of Mishcon Purpose, Alexander Rhodes, explains how we support our clients in reaching decisions for their business relating to purpose, sustainability and Environmental, Social and Governance (ESG) issues. 

Finally, with the transition period due to end on 31 December 2020, the focus is also on Brexit, with a review of how the UK's post-Brexit tariff regime may take shape.

I hope you find this edition of Brand Matters interesting – please do get in touch if you have any comments or questions.

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