advice on how to build meaningful brands

April 11, 2020

76 | Marketing during COVID-19 – 6 guiding principles

Why you’ve got to listen to this episode:

In the past we’ve seen on average 40% of businesses, particularly small businesses, not survive a crisis. In this unprecedented global crisis, the impact may be even higher. So, while organization’s main concern is the health and wellbeing of their staff, customers and community, they are also trying to figure out how they can survive this crisis. What is the right thing to do?

The two questions that I’ve been getting the most this past week from organizations are, “Should we continue to market our products and services? and “Do we need to engage or talk about the crisis?”.

Like me, you’ve probably received emails from every organization you ever engaged with. Although I don’t think that’s the right approach, not engaging or not even acknowledging the crisis, can make your brand seem completely out of touch or worse, insensitive to what consumers may be going through.

If this was a localized or short-term crisis, this wouldn’t likely be an issue, but the impact of the coronavirus pandemic is unprecedented. It is both a health and economic crisis of global proportions that have already had an impact never seen before.

So, what should brands do? In this episode I walk you through 6 guiding principles to help brands navigate this unchartered territory.

Key takeaways from this episode:

  • Globally, want consumers want most of all is for brand to be helpful.
  • Trust, authenticity and connection are more important than ever.
  • “At the end of the day, it all boils down to genuinely being of service.”
  • “Your consumer needs you. You have an opportunity to show up and help them.”
  • “Ask yourself, “how can I help?”, and then go and do it, even if it’s not related to your product and service.”
  • “Be of value now and you’ll be valued in the future.”

Links to resources mentioned in this episode

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Episode supplement

Download our episode supplement – 6 Guiding Principles for Marketing During COVID19



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