ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy .A few days ago, I came across a tweet from a fairly popular British writer on my Twitter feed. He pointed out that he was making a list of those brands that were doing good things during the coronavirus pandemic, because he wanted to be clear about who to consume with (and who not to consume, by default) when all this was over. His tweet had many responses and a very high engagement, which went far beyond his immediate market. The writer is, in the end, a global echo firm.

Her tweet was striking because Sweden Phone Number List came from someone popular, but the truth is that she is not the only one who is behaving that way. Before the outbreak of the crisis, consumers were already concerned about what companies were doing, their values ​​and their echo in the world. After all, one of the great changes in brand strategy that the second decade of the 21st century has brought with it has been the power of values. Thanks to millennials and their entry into the consumer market, stocks became a crucial business asset, a determining principle that pushed one brand up and could sink another. Consumers wanted to know what the brands supported. With the arrival of a complex and sensitive moment like this, the situation became more evident and clearer. The covid-19 pandemic is a litmus test for companies, their reputation and their principles. It is one of those moments when they want to know if everything they promise is true or not if it is not.

Consumers expect brands to actA study by Mindshare, prepared on an American basis, pointed out that consumers want companies to come out to support the effort in the fight against the coronavirus.67% expect companies to donate materials and 54 to give money. This occurs although, as those responsible for the study point out, the brands are each a world when it comes to taking the next steps in this context, not only because of what they do but also because of their internal mechanisms and organization charts. But what is clear is that consumers want brands to do something and that not doing so exposes them perhaps not so much in the short term, but rather to what will happen when the crisis ends.A long-term strategy The consequences of doing something or not doing it will not be immediate, but certainly in the long term. The media are repeatedly publishing lists and articles about the brands that are committing to the fight against the pandemic.

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