Expert View: Creativity in Quarantine? How brands are reacting to the COVID-19 crisis, third edition
In previous editions of this document, we considered the actions of the initial brands to step-up beyond crisis management. These brands tested emerging ways to have a wider role for people, foregoing short-term sales to have longer-term positive impact on brand health, trust and salience.
As the world rapidly changes, so too are the brand responses and attempts to connect in EQ-driven ways, as well as begin to navigate which consumer behaviours will ultimately be short-term ‘scabs’ versus longer-term ‘scars’ as they attempt to guess what the emerging ‘normal’ will be.
So, how are brands finding new ways to not only support during the COVID-19 crisis but to thrive during it?
This document outlines the 8 Supportive Approaches that brands have taken during this time:
- Supporting the frontline
- Repurposing production
- Aiding the vulnerable
- Amplifying WHO advice
- Carry on at home
- Maximising moments of happiness
- New channel entertainment
- Scabs vs. scars
