Fastfood chain McDonald’s move to change their logo amid COVID-19 pandemic resulted in social media backlash.
This piece argues that the current crisis is testing brands and their management teams in real-time. The COVID-19 pandemic has caused unprecedented disruptions and given rise to extraordinary business challenges that brands are struggling to cope with.
While there is no time for planning a fully organised campaign, brands can try creating something for the greater good of society. For instance, LVMH, BrewDog and Fifty-Eight Gin are helping health organisations by creating hand sanitisers.
Consumers have been appreciative of brands, like KFC and Netflix, who have been donating money to deal with the crisis. But, other brand efforts, like adopting new branding to acknowledge the need for social distancing has received criticism for being mere lip-service.
[9 minute read]