Brands that speak confidently and relevantly with empathy and deliver expected or unexpected value to customers will solidify their reputation and relevance in this time of need.

1. Creating Content In
Uncertain Times:
Coronavirus Edition
Jay Mandel
Founder, The Collective NYC
March, 25, 2020
linkedin.com/in/jaymandel/
the-collective.nyc

2. Welcome
I. The world has changed
II. Responding with empathy
III. Creating (shared) value
IV. From idea to action
V. From action to results

3. The world has changed

4. Let’s explore practical ways to shift
content strategy, messaging, and tone
to reflect today's new reality while still
authentically reflecting your brand.

5. All commercials are weird now

6. Hershey’s pulls hugs
and kisses campaign

7. KFC stops finger lickin good campaign.

8. Norwegian Cruise Line wasn’t quick enough

11. Responding with empathy

12. Empathy isn’t always easy
These are difficult times, and our anxious customers need us more than ever.
They need us to infuse communications with actions and words that demonstrate
we understand what they are feeling, we see things from their point of view, and we
care.

15. After studying company’s Coronavirus responses,
here are some recurring themes:
1. Enhancing safety measures
2. Taking care of employees
3. Donating to charities
4. Helping those who need it most (e.g., seniors)
5. Giving product for free or at a discounted rate

16. Empathy is just the
beginning

17. Unfortunately, while kind gestures are helpful to
the community, they are easily forgettable and
difficult to associate with a brand.

18. Creating shared value

19. The easiest thing
we can do is to be
boring.

20. How to not be boring

21. Listen first

22. Think:
What am I
starting?

23. Does it align with the company strategy?
vision?

24. Or, does this crisis help me to
see things I may not have
seen before?

25. Is this my opportunity to create an ambitious,
inspirational but attainable vision?

26. But why will anyone care?

27. Love
Hate
Boring
Source: Andrea Breanna,
RebelMouse
If you
try to
be too
safe,
you
will
end up
with
boring

28. From idea to action

30. What do you stand for?
Source: Brand Foundations

31. Answer these questions
Source: Seth Godin

32. From action to results

33. Mission Vision
MARKETING FUNDAMENTALS CANVAS CAMPAIGN NAME DATE:
Key Message
Brand Target Audience Market Niche

34. Source: Google

35. 3/25/2020

36. ExistingAdjustmentNew
MARKETS
PRODUCTS
Existing Incremental New
ADJACENT
CORE
TRANSFORMATIONAL

37. Getting your message out is as much about
technology as it is about what you say.

38. Noteworthy examples

39. Smart moves now to speak
relevantly with empathy and
deliver value to your
customers will solidify your
company's reputation and
sales for years to come.

40. Make your
story their
story. Move
beyond what
your brand
does to how
your brand
makes them
feel.

41. Nike
to bring inspiration
and innovation to
every athlete in the
world- if you have a
body, you are an
athlete.
Now is your chance
Value
Creation

43. Zoom
Make video
communications
frictionless
Video
communications
empowering
people to
accomplish more
We care for our
company,
customers,
community,
teammates, and
ourselves
Giving K-12 Schools
His Videoconferencing
Tools For Free
Value
Creation

44. With Zoom it is more
than message...
“It’s easy for internal meetings. It’s easy for
adding someone who’s not in your org. ...
That’s why it spread word of mouth so
aggressively in such a short period of time. It
took out many of the very frustrating pain
points for using video conference tools and
worked better.”
Katrina Mulling, Director, The Sykes Institute

45. In conclusion
1. Double down on what you stand for
2. If you don’t stand for something or
something you can own, what better time
to reinvent
3. Refine your product /service to address
today's reality
4. Inspire decisive action (a movement)
based on what your brand stands for and
what your customers need at this time

46. Brands that speak confidently and
relevantly with empathy and deliver
expected or unexpected value to
customers will solidify their reputation
and relevance in this time of need.

47. Jay Mandel
Founder, The Collective NYC
March, 25, 2020
linkedin.com/in/jaymandel/
the-collective.nyc
The Collective NYC is a community of proven, specialized
consultants, seasoned corporate executives, veterans of
the best agencies in the world, and carefully curated tech
partners. Our specialty is brand building, user experience,
marketing optimization, and product/category innovation.
We partner with ambitious leaders (like you) to design
radically better businesses. We tend to work with
companies that are at a point of inflection. Whether you
are venturing into new areas, sharpening your presence,
or deepening audience relationships, we energize people,
teams, and organizations around a common theme or
idea.