Brands are in the limelight more than ever before as they struggle for competitive advantage in this era of extreme visibility, rapidly developing technology, and ubiquitous media. Consumers aren’t just making decisions based on product selection or price. They’re now judging what a brand says, what it does, and what it stands for.
As 2019 winded down and we looked ahead to 2020, 75% of people around the world were optimistic that the new year would be better for them and their families.1 Three short months later, there was an escalating consensus that the coronavirus would pose a threat not only to people’s health but also to their jobs and livelihoods.
In times of crisis, the best brands and organizations aggressively pursue new and innovative ideas and solutions. It is an opportunity for brands to put their best foot forward, practice their highest values, and communicate with consumers in an honest and ethical way that instills trust and credibility.
Topics: Brand Purpose