Sunday Times Gen Next: How should companies be building brands in the current environment?
Purpose-driven marketing, done authentically, is more important now than ever
The crisis caused by the Covid-19 pandemic is an opportunity for brands to live their purpose. They need to manage their response to the crisis carefully if they hope to build brand loyalty during this period.
Communication is more important now than ever. The tone of communication needs to be empathetic, focusing less on self-promotion and more on how the brand is helping to make a positive difference. Get it wrong, and brands risk losing consumer loyalty...