Brandom Acts Of Kindness: Could A Crisis Open Up A Brand Repositioning Door? [Forbes]
Unilever PLC (UL)
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Source: Forbes
As we all absorb the constant swirl of changes due to the COVID-19 pandemic, it’s still impossible to say there’s a “right” way for companies to act. Never before have brands been put in such an accelerated crisis, having to rethink their entire messaging strategy, voice and even their purpose in the world.People want to know what brands have to say, but with messages coming out at a rapid-fire pace, it’s important to focus on what brands aredoingreposition themselvesIt’s too soon to say how the remaining months of social distancing, surging unemployment and inevitable cabin fever will reshape the consumer landscape. But we already see three clear brand “best practices” emerging and one big question every brand has to address. Let’s start with the best practices:Stay True to Your PurposeWhile companies making bold moves may be in the minority, I’m awed by the overall agility, responsiveness and guts of a few. For many of these brands, having a strong purpose and knowledge of why they
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