Coronavirus as a raging brand mechanism
The strategic brand narrative around Covid-19 contains all the elements required of a primal brand: a creation story, creed, icons, rituals, a specialised lexicon, nonbelievers and leader
Alerts and news reports about Covid-19, probably the most infectious disease in the world, have spread around the globe faster than the coronavirus itself.
The social virality of this potentially lethal disease has been exponential. This is due not only to our human rubbernecking instinct and the pandemic morbidity of the disease, but also because the root code of the coronavirus narrative is essentially primal, attractive and collective...