As Covid-19 cases worldwide approach one million people -- with many countries still not yet at their peak, including the United States -- the business landscape has shifted dramatically in a matter of weeks. Brands are figuring out their place in this ecosystem.
In the midst of a pandemic, when lives are being lost, marketing business as usual is difficult, often off-color and inappropriate. Yet commerce is necessary for society to function, jobs to rebound, and the economy to recover.
How should brands communicate and stay relevant when the world is facing a crisis of this magnitude?
Having observed brand behaviors since the start of this pandemic, I believe success involves three key factors:
- Timing & Tonality
- Collaboration
- Innovation
When change happens rapidly, as it has with the Coronavirus pandemic, brands need to pause for a moment to observe and gather information before diving into solutions. Message timing and tonality are interrelated. Different cues may be appropriate over time depending upon the gravity of a situation and proximity to it.
We recently saw JetBlue fail miserably with a playful promotion for $39 flights encouraging people to work remotely during the virus outbreak. While the ads were running, a passenger on a JetBlue flight tested positive for the virus, possibly infecting fellow passengers. When people are scrambling to get home from their travels and feel unsafe, promotions in general can come across as insensitive and self-serving -- certainly no less when the message is tongue-in-cheek and at the very beginning of a major international crisis.
McDonald’s also saw a customer backlash when McDonald’s in Brazil posted an image of the famous “golden arches” separated, illustrating social distancing. What seemed initially to be clever, supportive and not overly promotional, still rubbed people the wrong way. The image was taken down and McDonald’s headquarters issued this statement: “We apologize for any misunderstanding of the intent to remind our customers and communities on the importance of social distancing during these uncertain times.”
Collaboration That Actually Makes a Difference
Brands that are offering their time, talent and resources to be a part of the solution are demonstrating leadership and relevance to consumers. For example, Tesla started producing critically needed ventilators, delivering 1,200 units in the last week of March, while Facebook donated 700,000 masks the company had stockpiled during the California wildfires. Apple is also donating more than two million industrial masks the firm had collected.
By genuinely leaning into a crisis versus simply talking about it to leverage an opportunity, brands can emotionally connect with consumers by addressing a real unmet need. Collaboration is also a great way to convey solidarity. Manufacturers like Ford, GM and 3M coming together to make use of their idle facilities in novel ways to produce medical equipment is a remarkable display of leadership that inspires consumers and businesses alike to get creative.
Even small businesses are joining in these efforts. Kim Baker Foods, a startup in Richmond, Virginia, donated the majority of its inventory of Pro-Chi Lentil Crunch to FeedMore, to help provide for those without access to healthy food, allowing consumers to see the company fulfill its brand promise to feed people and communities in mind, body and spirit.
We’ve also seen massive collaboration and support across the restaurant industry. With donations to food banks disappearing at the same time food insecurity is on the rise, Subway of Canada donated a stunning one million meals, plus $2 per sale, to Food Banks Canada. In the United States, Frontline Foods is providing free meals to medical workers and has gathered the support of restaurants in more than a dozen U.S. cities for the effort.
Innovation and Evolution of Brand Positioning
Brands that recognize that this shared experience of the pandemic will shape us collectively and as individuals will benefit most when the pandemic becomes a historical event versus a current event. As people process the feelings and effects of solitude and isolation, fear, grief, gratitude, community, accessibility of goods and services, and financial pressures, they will evolve -- and brands that evolve alongside them will come out stronger.
Starbucks has shifted early on to drive-through service. Organic Krush is moving its business model from an in-store experience to a pick-up service. Boutique fitness and physical therapy studio Body Evolved in New York is offering customized online training services in response to a surge in consumer need. Over time, we will see how much of that change was temporary reinvention, but nonetheless, the spirit of innovation will enable many brands to survive and thrive.
The Covid-19 pandemic has created a ripple effect for business, with wave after wave of challenges we have yet to see. By observing how brands are responding we can learn how to use this crisis as an opportunity to support our customers and rise together.
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Kim Baker is both a culinary entrepreneur and a senior consultant with Brand Federation. As the founder of Kim Baker Foods, she once cooked live with Kathie Lee and Hoda. As a marketing strategist, she leverages deep industry expertise to bring creative, results-oriented solutions to clients. For more information, email kim.baker@brandfederation.com.
At Brand Federation, we are committed to supporting our members, community and fellow businesses through this crisis. Learn more about the actions we're taking now.
