When the world is facing a pandemic, advertising and marketing aren’t the important topics of the day. Agree?
Well if that is true, then what should brands do right now? Take a second to read that question again, then pause and think very hard about what you perceive the answer to be. The way brands are handling this situation is a make or break.
HAVE A HEART
Businesses have values, morals and purpose. Putting these to work in the current global situation shouldn’t be too difficult. It’s time to move from the “will this sell” to “will this save lives” or “will this help humanity?” Advertising and marketing are more important than ever if your purpose is to help. As a business or brand if you can help, do it. If you can’t, don’t. Do the basics right. You will be amazed at how your positive contribution will help. Your clients are no longer your clients, they are human beings that are facing the same turmoil. They are the ones that will judge your brand in the long term on what you did to help and not how funny your ad campaign was.
BE THE SAFETY
Businesses are extremely important at this time, you could be the anchor to which people hold onto. Your stability and your familiarity is important for human beings to feel a sense of normal. Keep doing what you’re doing and keep speaking the same message, but with empathy and a drastic change in your priorities.
This is not a crisis for somebody else to take care of, we are all in this together whether you like it or not. After this all settles, I’m sure we will all think very differently about how we do business and our responsibility as a brand. For now, let’s not think only of ourselves, but let’s stand together, work together and see the end of this together…