Markenstrategie mit Zukunftsperspektive in der Corona-Krise

Inhalt der Meta-Studie (English)

Responding to unprecedented times

• Put people first
• Suspend business concerns, how will your customers feel?
• What are their anxieties and concerns?
• What help do they need?
• How will they expect your brand to respond?

Do’s and don’ts of the CORVID-19 crisis response

• Do something purposeful and beneficial
• Alleviate financial impact on customers
• Alleviate concerns and reassure
• Do not exacerbate concerns
• Do not be seen to take advantage

Beyond survival tactics

• Strong brands will recover more quickly
• During a crisis, people welcome the comfort of familiar, trusted brands

Build trust and brand affinity

• Even hard discounters need to prove their worth
• Consistency of message and experience have helped Aldi grow
• Success required orchestrating all aspects of the brand
• Higher affinity encourages repeat purchase
• Meaningfully different brands with great content can outperform the norm

Lower prices are not necessarily the answer

• The proportion of price-driven shoppers changed relatively little in 2008
• The majority of people in most categories will still value brands
• In 2008 Fairy Liquid in the UK had not grown for over 10 years
• Identify the brand’s meaningful difference
• “Heritage” echoed previous ad campaigns for a knowing, modern audience

Takeawyas

Don’t panic! People still want the reassurance and comfort that brands have to offer

• In uncertain times people need reassurance and look to the brands they trust
• Disposable income may be constrained but that does not mean people will choose any brand
• Any increase in price sensitivity is likely temporary and brands need to plan for the long-term
• Focus on what makes your brand meaningfully different and build trust and affinity
• Invest in above the line media and compelling content
• Brands that do so are likely to recover faster and grow more strongly once the crisis is over