BRAND in COVID World !!!

We all know that Man is a social animal and he likes to live in a group for his needs but a year ago, if someone would have said that this is going to be changed forever, it might have occurred as a joke to me, but here we are. The prevailing pandemic has changed all aspects of life. Man adapted to these changes quite quickly because of the advancements in the technical field, but what about the BRANDS??? They too have to quickly transform themselves to get the most out of the pandemic and be stagnant if not growing for a quarter or wait to lose the opportunity to their rivals. 

To answer these questions and give an insight into the marketing campaigns and how brands manage to cope up with the epidemic, ABHISHANK BABBAR, Associate Director at Genesis BCW took up an intuitive seminar on the BRATS platform. He started off with a statement “COVID-19 isn’t a temporary disruption. It is creating a paradigm shift in how we live and how organizations do business”. The world has seen drastic changes in consumption, entertainment, relationships, health & fitness, work & education, news & information. Keeping this in mind how consumer behavior is changed, some brands too have adapted and transformed themselves from communication, marketing, and advertising perspectives to reach out and stand among masses.

THE 1:10:100 RULE

It basically states that a company has one message and how it uses the right touch-points to reach out to 100’s of audiences. In the present scenario, the message is to stay home, follow social distancing, and be safe. Advertising teams of brands like Nike and Coca-Cola have intuitively played and displayed the message while advertising at the same level.

He showcased how brands can choose the right approach in these volatile times in 4 simple steps:

McDonald’s came out with McFamily and made meals for corona warriors around the world. Kotak Mahindra came along with their brand ambassador Ranveer Singh and showed that you can open an account sitting at home in easy steps, the ad was both informative and entertaining.

It’s not about what an influencer can do for you, it’s also about what your brand’s content can do for the influencer’s followers

On the topic of the influencer outreach program for marketing advertisements, he said, if a brand reaches out to an influencer who is not so much connected with the brand then it hurts the sentiments of both, brand as well as an influencer in the long run. It’s better to go with an influencer who has fewer followers but they are genuinely interested in the brand. Quality over quantity is the key to successful influencer outreach. One plus partnered with Robert Downey Jr aka Tony Stark for brand promotion, turns out he tweeted about the brand using an iPhone which later became the object of ridicule over the internet. The same happened with Huawei and Gal Gadot.

WHAT THE FUTURE HOLDS: PREPARATION FOR THE NEXT

No business can run without monetary benefits therefore they have to transform from a survival mindset to a growth mindset. They need to study consumer behaviors to understand the difference between temporary vs lasting. Transforming business models that are challenged at best, obsolete at worst is the main concern at this time. Companies need to go back to the fundamentals of business i.e ABC of communications.

• Analyze the brand messaging – Be very accurate in spreading the msg through the brand as this can be devastating rather than uprising in the long run.
• Be Attentive – using analytics to track consumer changing needs.
• Consumer need first – Adding value and changing according to the need of the audiences at the right time.

Brands need to be more proactive than ever as this pandemic can turn even the most profitable business into ashes and vice versa. They need to properly analyze and make the best use of the time and make the most of it. 

More About BRATS:

BRATS shall help the students to bridge the gap between theoretical knowledge and practical experience in the fields of advertising and marketing, which shall help to bring the industry mavericks and students under a single roof with the purpose of educating and enlightening the upcoming breed of Junior BRATS. We are looking at facilitating an opportunity to work on real-world marketing problems and have their solutions implemented by the untapped talent pool of our country.

To attend more webinars please visit https://courses.brats.co.in/. 

The webinars are completely free for students. To get connected with the BRATS platform, join this WhatsApp group https://chat.whatsapp.com/JZiHanU6OzB3CXvYbStXfE

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