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?

Download

This document outlines the 8 Supportive Approaches that brands have taken during this time:

1. Supporting the frontline
2. Repurposing production
3. Aiding the vulnerable
4. Amplifying WHO advice
5. Carry on at home
6. Maximising moments of happiness
7. New channel entertainment
8. Scabs vs. scars

More Expert Views