6 things brands should do when the future feels especially unpredictable

Unless you’re LVMH and are able to convert Christian Dior, Givenchy or Guerlain perfume manufacturing factories to pump out hand sanitiser, or a 1,000-year-old mill in England dusting itself off and returning to bread-making after 50 years as a tourist attraction, you may be feeling a bit lost as to how to promote — or even talk about — your brand in the face of the Covid-19 pandemic. You probably have neither the resources of LVMH nor access to an ancient but serviceable flour mill. More likely, you’re hunched over a laptop at your dining room table juggling kids or a Zoom-bombing cat while mulling over how to create ads or other communications that, as the Washington Post put it, don’t come off as “insensitive or as if they’re from a different time when people took seaside holidays, ate in restaurants and wore shoes. ” TIME Magazine points to research from Advertiser Perceptions, showing that close to half of advertisers surveyed had either yanked or delayed a campaign because of the pandemic. Understandable, but don’t jump on that bandwagon just yet. The article goes on to note Nielsen data showing that when people shelter in place, they watch some 60% more content than usual.

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