The American Marketing Association reached out to several branding and marketing people and firms (including yours truly) and asked what we’re seeing and how we’re adjusting our approach to our work amidst the pandemic. You can see the quotes here.
It’s an interesting time. Like all of you, I’m sure, I’m hearing stories from agencies whose business has fallen off a cliff, and some with an increase in activity. Three Over Four is feeling incredibly fortunate and grateful to be in the latter category. I’m not sure what to attribute it to, but client work has increased since COVID-19 really heated up in the U.S.
Personally I’m wary of anyone predicting the future. Augie Ray, as he so often does, seems to have it about right: Marketers need to consider how their brands are addressing “the ongoing battle we must wage to prevent COVID-19 from surging again, and the way the pandemic will affect consumer and customer attitudes and behavior.” To the latter, this report points to a helpful direction: Your brand will need to demonstrate how it’s helping our communities recover, and that you’re taking care of your employees.
Brand and sales messages must continue. We all get that. Finding new streams of revenue are as important as ever, but brands must simultaneously communicate how they’re caring for their employees and how they’re helping, beyond their transactional purpose, communities recover. It looks like consumers will demand it.
Be true. Communicate your value. Communicate your approach to help in the crisis. Communicate your values for your employees, and how you’re caring for them. Then brand and promote.