Advice for brand communication during the pandemic
•
1 like•357 views
The document summarizes key takeaways from a livecast discussing how brands are navigating the coronavirus crisis. It provides advice from industry experts, including focusing communications on consumers' health, family and financial wellbeing; staying calm and communicating compassionately during a crisis; and prioritizing building trust over selling by communicating emotion, facts and showing compassion.
Recommended
More Related Content
Similar to Advice for brand communication during the pandemic
Similar to Advice for brand communication during the pandemic (20)
More from The Word Factory - B2B & B2C content marketing, brand journalism and consulting
More from The Word Factory - B2B & B2C content marketing, brand journalism and consulting (20)
Recently uploaded
Recently uploaded (20)
Advice for brand communication during the pandemic
- 1. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I On April 3, Brand Innovators hosted a terrific webcast delivering advice and insight on brand communication during the COVID19 pandemic. Here are my 6 top takeaways.
- 2. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I Consumers still want to know your brand is there for them. There’s no time for posturing right now. Brigette Wolf Head SnackFutures Innovation MDLZ
- 3. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I During a crisis, people focus on three things: health, family and financial wellbeing. Your brand’s job is to offer authentic reassurance. • Always rely on credible news sources. • Be honest. • Make recommendations that matter. • Use experts to share information. • Keep messaging simple and consistent. Scott Monty Executive Coach/Advisor
- 4. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I Five things leaders must do during a crisis: 1. Stay calm. 2. Compartmentalize. 3. Communicate. 4. Be compassionate. 5. Have confidence. Chad Mitchell VP, Head of Content & Digital Platforms TD Bank
- 5. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I Successful brands establish transparency, deliver authenticity and show up for their customers. So ask yourself, ‘do customers really need to hear from us now?’ Sometimes the answer is no. Matt Repicky CMO Jos. A Bank
- 6. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I Talk like a real person. Don’t over-sell. Don’t over-post. Don’t over-email. Your mission is not to sell right now. Your mission is to be a human. Stay connected and build brand love. When you emerge, you will be a trusted brand. Jennifer Sey CMO, Global Brands Levi’s
- 7. www.thewordfactory.com | margot@thewordfactory.com © 2020 The Word Factory, LLC The Word Factory - Content Marketing for Healthcare and Other Verticals Get Your Words’ Worth. Takeaways from the Brand Innovators Livecast How Brands are Navigating the Coronavirus Crisis, Part I This is a moment of truth for the private sector to regain a high level of trust. If we don’t learn lessons from this, if we don’t drive ourselves to a higher level of moral obligation, it would be an enormous missed opportunity. Brands need to communicate emotion, compassion and facts right now. Focus on your consumers, not on selling your product. Paul Polman Co-founder & Chair IMAGINE