Brands V/s Corona

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Today the entire human race is at war, but this war is not between nations; it is against one of the most deadly virus Covid-19, aka Corona Virus. Now the question arises what brands have to do with all this? Well, if we open our social media accounts, then we can easily spot some of the top brands coming under fire because of varying reasons, from employee layover to profiteering. The crisis has gripped the brands and raised some serious questions on their values and commitments. Some organizations can pass litmus tests and be able to maintain a good image in the eyes of their loyalists. At the same time, some brands have failed miserably, turning the brand loyalists into mercenaries. To safeguard themselves from getting into any kind of controversy, some brands are going dark on social media while some brands are still puzzled and pondering over the question ‘how to keep themselves away from any kind of negative publicity?’ To answer this burning question which might have taken center stage in all the big brands’ boardroom, Ogilvy has come up with a five-step approach.
  
  1. Listen First: Any brand has to be a good listener to understand the pulse of its customers’ expectations. This crucial step increases the chances of the brand to react appropriately and coherently to the customers’ needs and wants.Three steps to execute the listening exercise efficiently and effectively are represented on the right hand side.
  2. Be Sensitive: Being sensitive is one of the essential attributes which a brand should be able to convey through its message. Thus, a brand should be meticulous while choosing a word and the tone of the message
  3. Be Transparent: Consumers do not want brands to be a superhero; all they seek transparency in brand’s actions.
  4. Adapt your strategy: After understanding the target audience’s psyche through the listening exercise, the next step for the brands is to adapt the plan according to the changing customer needs.
  5. Rise to the Occasion: Lastly, the brand must contribute towards the cause. It’s not always necessary that the contribution is in monetary terms; at times, the exertion of effort can be more meaningful. One such attempt, for instance, could be helping the students whose internship got canceled due to the outbreak of Covid-19. 
Stay Safe, Stay Curio 😊 

If you would like to learn more about how various brands executed the above steps, refer to the following link : https://www.ogilvy.com/feed/what-does-coronavirus-mean-for-brands-on-social-media/

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