2 minute read 22 Apr 2020
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COVID-19: Three considerations for marketing and brands

By

Janet Balis

EY Global Media & Entertainment Advisory Services Leader

Transformation leader in media and marketing. Innovator. Digital native. Change agent. Passionate advocate for women and gender parity. Influencer. Mother.

2 minute read 22 Apr 2020
Related topics COVID-19 Advisory Customer

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The new pandemic landscape calls for a focused look at how to navigate messaging and connect with customers.

Even as we face tremendous uncertainty in our personal and professional spheres, we must lead and apply the soundest judgment possible given the information we have at each moment.

So, at this particular moment, here are three considerations for brands on how to navigate messaging and marketing in the new landscape in which we find ourselves:

1. Speak the truth

“Authenticity” and “transparency” may be words we use too often, but we must all remember them now more so than ever – in particular, this is a time for brands to be careful not to express concern and then be commercially exploitative. Adopting a credible brand voice and purpose are paramount.

And one more word to prize above all: empathy. We must empathize with our customers, employees and partners.

2. Stay on your toes

The ability to pivot and maintain agility will be critical for brands, so they can make sure that they are wired correctly between their internal operations (including customer care) and their many agencies (creative, social, media, PR, etc.) to quickly be able to change messaging in response to the changing climate.

Companies will likely need to adopt "quick change" creative, so they must build operations at a pace to enable this internally, as well as with their agencies and media partners. At any moment, a company may need to put out quite different messages to customers in the interest of transparency and rapidly evolving circumstances.

3. Only promise what can be delivered

Brand is experience, so nothing should be said that brands can’t commit to delivering.

Particularly during these uncertain times, customer experience will involve new scripts that need to be written, even while employees themselves are dealing with uncertainty and business continuity procedures are being put in place for the first time. A host of other efforts will inevitably introduce risk, which can be managed but should be messaged in lockstep with reality.

As all companies humbly contemplate a host of new strategic and operational issues, EY is using strong frameworks for enterprise resiliency and continuity – from organizational stability and remote working, to leveraging technology/infrastructure to support new ways of working, to financial scenario building and risk management.

Brands are all having to think, operate and, most importantly, lead in new ways during these uncertain and unprecedented times and will all likely need to learn together.

Summary

Leaders are encouraged to think about how organizations can respond to the current uncertainty, as we all continue to share ideas and thinking.

About this article

By

Janet Balis

EY Global Media & Entertainment Advisory Services Leader

Transformation leader in media and marketing. Innovator. Digital native. Change agent. Passionate advocate for women and gender parity. Influencer. Mother.

Related topics COVID-19 Advisory Customer