In the first edition of this document, we considered the actions of the first brands to step-up beyond crisis management.
These brands were hugely agile in finding new and innovative ways to have a wider role for people, foregoing short-term sales to have longer-term positive impact on brand health, trust and salience. In this second edition, we consider how this work has developed over the past two weeks.
So, what is changing?
This document outlines the 8 Supportive Approaches that brands have taken during this time:
- Supporting the front-line
- Repurposing production
- Aiding the vulnerable
- Amplifying WHO advice
- Carrying on at home
- Maximizing moments of happiness
- New channel entertainment
- Messages of hope
