What are the implications for Brand Marketing of this frightening time we’re living through? I’m sharing an interesting article on this, below. For me, the concept that stands out the most in this piece is the importance of authenticity.
Brand Marketing Through the Coronavirus Crisis
We’re called BrandTrue because we believe that telling the truth is the single most important thing a brand can do to connect with people. So it was immensely gratifying to see the author, Janet Balis, say, “companies need to show that their contributions are material and not solely for commercial benefit. Consumers recognize authenticity and true purpose.” That’s the crux of it. The companies and brands that are stepping forward and taking positive action in this crisis are all to be commended. But sometimes there’s a whiff of opportunism that’s cynical and dangerous for brand equity. In other cases, we see true caring and humanity shining through a brand’s response and the people will remember that forever!
https://hbr.org/2020/04/brand-marketing-through-the-coronavirus-crisis
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