It might seem that, once again, marketing is relegated to this superficial, self-serving, and opaque profession, but the practical reality is that now more than ever, consumers need product availability, brand utility, and simplicity in how you can help them.
And when I say simplicity, I mean they need:
The product/service/content they consider useful or essential to cope with job function email database the quarantine or whatever situation they find themselves in at the time. Nothing more.
The reality that plagues all of us dedicated to digital and its communication channels is that they don't need a salesperson with motivational phrases telling them that everything will be fine, or interrupting their digital experience with a letter from your CEO titled "We're with you during these difficult times." These days, less is more.
And it is this simplicity that should make us aware of not falling into the same old mistake: Consumers don't care about brands.
According to Mark Ritson during a Mini MBA webinar with AdWeek last month (2020), brands will go through two main stages: Crisis and Recession. During the former, brands can find themselves in three situations: Flex, Fix, and Freeze.