Sunday November 27, 2022

How brands are responding to a pandemic crisis

The world is changing. This is not something new or unusual. We are all used to the fact things can change quickly in a digitalized and globalized world. While change is a necessary part of modern society, it can also serve the purpose of social or economic progress. However, the pandemic crisis forces us to do the opposite: to remain still for long periods. The pandemic, which caught everyone by surprise, was not something anyone had anticipated. Many brands have shown empathy, creativity, and agility since the outbreak of the pandemic. This is also important. It is possible to create a competitive advantage by reacting quickly to new circumstances. Manufacturers have a “New Reality” The consumer buying process has been significantly shortened. The closing of most shops and the demonetization of many advertising activities have significantly reduced the contact between customers and companies. The rise of digital assistants, delivery services, and subscription models is a sign of the times. This is a new reality and it will not be possible to reverse it after the crisis. All manufacturers need to be prepared for “new realities”. The crisis can help eliminate internal resistances that usually accompany a change. Digitalization of the business model is one example. It is more important than ever to identify your brand identity. How do I fit in this world as a brand What is the purpose and vision of the brand? These are the right questions to answer now. Brand management
The world is currently in a pandemic crisis that poses serious challenges to our society and our daily lives. Politics is not the only thing driving the crisis, but so are big brands. They are adapting to this extraordinary situation in terms content and production technology. Marketing and brand management are also in a state of emergency. It seems strange and incongruous to continue doing business as usual, and run the same marketing and communication campaigns. Companies are asked to stand up and be assertive. What was once a very theoretical and not always concrete discussion about brand purpose is now a real challenge. Is the brand able to respond appropriately to crisis situations? Is the brand capable of responding to an acute crisis by switching from a self-interested pursuit to profit to a commitment to the common good and showing altruism? Advertising is not about products anymore. It is about topics such as solidarity, senses of responsibility, and digital proximity in the home office. How Brands Respond to Pandemic Crisis

Here are some examples of companies who are responding to the crisis both intelligently and communicatively. 1. Apple – Creativity goes on

Apple, the tech giant, has promoted creativity as one its core values for a long time. This message is perfectly exemplified by its pandemic “Creativity Goes On” campaign. It shows the many creative households all over the globe, even though the world is crashing down around them. These situations show how people use iPhones, iPads, Macs and other devices to create music, draw, photograph, and make music at home. The video advertisement not only shows how people and families use technology to stay connected and entertained, but also provides a glimpse into the work and creativity of great content creators who entertain their audience at home. You can find artists such as Oprah Winfrey from the US, Lily James and DJ D-Nice. [embedded content] 2. Jack Daniel’s – With Love, Jack

Jack Daniel’s, a well-known bourbon brand, demonstrated how to virtually overcome social distance. Jack Daniel’s is an alcohol brand that has traditionally focused on bars and nightlife. Now they are offering consumers new ways to enjoy their products at a social distance. The campaign video features real consumers enjoying virtual drinks at home as part of social events. The campaign’s spirit is positive and cheerful. It aims to show that Jack Daniel’s Bourbon can enhance the experience of friends and family playing chess, table tennis, cooking, and networking creatively via FaceTime, Skype, and Co. [embedded material] Volkswagen, H&M – “Unselling” rather than “hard selling”

Volkswagen, a well-known German car maker, has been involved in many ways in the fight against the pandemic. It donated 200,000 masks to German health workers. The Volkswagen logo was redesigned to remind people of the importance and importance of social distancing. The VW Group went one step further and launched 3D printed face shelds to support several Spanish medical centres. Other brands like Porsche, Audi and Bentley have also launched the same production in their own factories. H&M, a Swedish fashion retailer, was the first to mobilize its supply chain to produce PPE Masks for hospitals and health workers. This action helped to combat widespread shortages that developed during the pandemic crisis. The H&M Group’s action was followed by many other major fashion brands and designers, including Nike, Burberry and Hugo Boss. The brands demonstrated that “unselling” is now preferable to “hard selling”. With the right amount of PR work, it is possible to do good and talk about it. Brands can help consumers and society in crisis to counter the feeling of destabilisation, and communicate the feeling of self-efficiency. 4. Mercedes and Starbucks – An admirable way

With its #StayAtHome campaign, another German car manufacturer Mercedes has won a lot of sympathy. The car company wanted people to see that safety is the same as the brand and that it is possible to keep your car off the driveway. Mercedes expressed appreciation for all those who ensure vital services are not interrupted and those who help to cope with the crisis by staying at home. Starbucks has also done well in the “Doing Good” segment, offering free coffee to health workers. For a limited time, first responders and health workers were eligible to receive a free cup Starbucks coffee. This was in response to the recent rise in pandemic cases. It was also intended to recognize the efforts of first responders as well as health workers. Every person who was identified as a pandemic worker received a large iced or hot cup of coffee for free. [embedded text] Conclusion The pandemic turned many people’s lives around. Companies now have the opportunity to respond to customers’ changing expectations and desires by offering brand-specific solutions. People face many new challenges during this period of isolation. Brands can help people cope with emergency situations better and increase their self-assurance. Mercedes uses the hashtag #stayathome to communicate its responsibility. Brands like Jack Daniel’s can create rituals for social sponsorship activities that include singing together, applauding for helpers, planting for blooming afterwards, and regular Skype calls with the elderly. This strengthens solidarity. It gives hope when financial service providers and banks create platforms that allow people to exchange business ideas/survival strategies for “afterwards”. Brands that are able to understand this now and provide support, enabling, and encouragement for customers during the pandemic crisis will have an advantage later. Find your business motivation First Name* Email* I have reviewed and accepted the Privacy Policy. * Before submitting your personal information, we recommend that you carefully read the following information. Information about data protection: Socialpay, S.L. is the data controller. to send commercial communications. You have the right to access, rectify, delete and limit the processing of your data, as well as to oppose its use and portability, according to the law conditions. This link provides additional information on Data Protection. Subscribe to our Newsletter

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