They must help people feel safe and in control.
This article discusses the role that brands play amid the pandemic and how they could support customers in such times. The Trade Desk’s Philippa Snare points out that customers want brands to represent something that’s meaningful to society.
TSB’s Pete Markey highlights that the brands that are currently “winning” could be those that have a very clear sense of purpose. Publicis’ Jo Coombes notes companies having to think more digitally-first is a “huge shift”.
Such companies, Coombes, won’t go back to where they were. Markey states that clarifying communication messages should be prioritised by marketers. Further, brands and brand owners must listen to what their consumers are feeling.
[3 minute read]