The COVID-19 pandemic has been a disruptive force like no other, fundamentally changing the world as we know it – and how we interact with it. People are living, thinking and buying differently. Brand marketers must recognize that consumers’ new habits will endure beyond the crisis and permanently reshape their behaviours, values and confidence levels.
Considering the effects of the virus, some people feel anxious and worried – contributing to panic-buying of household staples – while others remain indifferent and even resistant to new health and safety requirements, especially those now mandated by certain cities and shops. Targeting the “consumer in crisis” requires moving from the days of one-size-fits-all marketing to customized and personalized messaging strategies. Brands need to know their customers better than ever before, and how their priorities may shift in the long term.Read More
As the world grapples with the growing COVID-19 pandemic, many marketers have hit the pause button on new campaigns and product launches. However, that doesn’t mean they’ve gone completely dark.
Across sectors, brands are putting their talents and resources into the fight against COVID-19. Brewers and distillers are retooling their manufacturing facilities to make hand sanitizer; global fashion brands are making masks and gowns for healthcare workers; and grocery stores are feeding kids who are out of school—to name just a few.
While lending a hand in this crisis is unequivocally the right thing for brands to do, consumers also increasingly expect companies to make a positive difference in the world. Numerous studies show…Read More
Here’s a short story about the role stories play in increasing the value of products. Recently, Cincinnati, Ohio-based Author Paul Smith and his wife were at an art gallery when his wife fell in love with an odd piece of art. Smith, however, was less impressed and in fact baffled by the close-up photo of […]Read More
Brand loyalty is dying and, some would argue, on its last breath. The fundamental reason CMOs and their legions of marketers exist is to create brand loyalty, but this in and of itself is becoming an irrelevant and dated concept. Increasingly, especially in Canada, it appears marketers are becoming devoid of brand zealots, who define […]Read More
Canadians are consuming more media than ever before. Although the weather as of late has made me wonder if I’m single-handedly driving up our national average with my Netflix binging, turns out that’s not the case. Canadians not only have more opportunities to consume content through the ever-expanding number of connected devices at their disposal, […]Read More
By Dale Lovell, Content and Publishing Direct, Adyoulike Most brands, even if they are not already creating content themselves, will be surprised about how much content they actually already have at their disposal. Take another look at your organization’s resources and you’ll be surprised at what content you already have – content that can easily […]Read More