The planner and the brand custodians are itching to have that one purpose-led Brand Connect with the audience during Covid-19 crisis that will make their brand the hero.
No brand wants to be left out, missing this chance to leverage the opportunity. Everyone has realised that the brands active during downtime with a relevant Brand Connect takeoff faster and stand to gain when the crisis is over. Hence, every brand is staring at the same question. What it must do.
The answer is equally simple.
- Do not try to take commercial advantage of the situation.
- Do not try inventing a purpose or new brand connect for the situation.
- Do not change your tone and pitch to suit the situation.
However, if the current brand promise, purpose and brand connect is in sync with the situation, please go ahead and expand on it.
The good part is that it is not a normal situation. It is something none of us has seen in our lives. We are as unprepared as the Government is. We are caught napping in every term and are expected to fight with the resources we have. Brands need to understand the situation and emotions before taking any action.
I wish it was so simple. The new defined expectations within the society will lead to changes. The triggers will shift. The business models will be refined. Many brands will need to focus on redefining their relevance in the audience life story. So continue your audience engagement for understanding these micro shifts. Let your actions speak more than your advertising.
Seriously, if your brand purpose is around the need for hygiene, helping social distancing, working remotely, bridging family and community emotions, ensuring employment and solidarity, Go ahead, strengthen your bond with the audience by impacting the situation.
The situation is best suited for hygiene products to be differentiated. Lifebuoy worked it out well. CocaCola in the Philippines decided to use its promotional funds for fighting Coronavirus. Dettol. Alibaba did it with the donation of testing kits- and protective gear to Africa. Brands are creating awareness campaigns and supporting Government actions. Arihant Mattresses tried taking advantage without any purpose or proof, their bluff has been called. Pharma and Insurance brands can do a lot in this situation. But, as Prabhakar Mundkar puts in his article, some get it right and some try to ride the wave with no alignment but greed and exploitation.
The one Brand that got it bang-on is Fevicol and it remained within its coordinates and purpose of strength while delivering an impactful relevant message. It thus strengthens its brand connect with the audience. Similarly, when HINDU stands up and make the statement about not exploiting the situation, it is in the familiar territory and this the brand connect works.
If none of this is true, then just look at business sustaining ideas and forget about crafting a situation centric brand purpose. The audience is far smarter and smells a fake from long distance. Any such action will be suicidal.
For businesses like tourism and travel, keeping regional solidarity upfront and taking this unprecedented business loss bravely is one. Preparing for the surge of business when the pressurised situation would be released is another option.
So, anticipate and understand the changes. Prepare for the tweaks and shifts that are a natural outcome of the situation. Be ready to act in the post-Covid-19 era. Remember, social media alone is no key to understanding ground level shifts.
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This is no Valentine day or Holi or Women’s day that the brands can just do vaguely related communication and get away with it. It is not advised to tweak brand proposition/promise or purpose to relate to the event and opportunity. But, then at worst people will laugh at you, here they will remember the cruelty of scars and the greed with which you acted.
BLOG/20/2020
