We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
The document discusses how brands can use storytelling to engage consumers on an emotional level. It explains that humans are wired to think in stories and that stories spread ideas in a viral way. Great stories show human truths and the consequences of choices. The most effective stories involve conflict and resolution. Examples are provided of brands that have successfully used fictional and true stories about their products' origins to build emotional connections with customers.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
In the two decades that Y&R’s BrandAsset® Valuator (BAV®) - the world’s largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITY®
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
The document provides an executive summary and introduction for the Nestle Pure Life brand audit report. It summarizes the company's history and operations in Pakistan. Nestle Pure Life was launched in Pakistan in 1998 as the company's premium drinking water brand. The report analyzes the brand inventory and explores any mismatch with consumer perceptions. It also provides recommendations to help Nestle Pure Life realize its full potential.
The document discusses what makes a big idea for marketing campaigns. It defines a big idea as a unifying force that increases emphasis on powerful, mind-blowing creative concepts. It then lists 10 qualities that set big ideas apart, including transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability. Finally, it identifies three fundamental elements of a big idea: a piercing insight, brand connection, and concise expression. It provides examples for Snickers and Puma.
Ogilvy and Mather is a large global advertising agency founded in 1948 that operates 497 offices in 125 countries. It helps build recognizable brands and is led by CEO Miles Young and other top executives. The agency focuses on 360-degree brand stewardship through discovery, strategy, and execution. It has diversified into areas like public relations, digital and interactive marketing, and Islamic branding. Ogilvy aims to transition to producing content and collaborating more closely with consumers through co-creation, thought leadership, and digital marketing.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
Best performing business leaders to watch 2020Merry D'souza
This article profiles two representatives from ARIIX, a global direct sales company. Akira Kamino overcame challenges like debt and a failed company to become a successful ARIIX representative and Founder's Club member since 2011. He encourages others with optimism. Dr. Alberto Peña del Moral was motivated to join ARIIX to balance his medical career with more free time. As a new member of the Scientific Advisory Board, he focuses on helping motivated people and listening to understand different perspectives. Both representatives exemplify ARIIX's spirit of opportunity and empowering others to achieve their goals.
This document summarizes the structure and key players in the Indian advertising industry. It discusses how advertising agencies have evolved from offering a mix of services under one roof to specializing in specific services like creative, media, etc. It outlines the hierarchy in the industry with large holding groups like WPP, Omnicom, Publicis and Interpublic owning numerous agency brands globally. It also provides context on the growth of the Indian advertising industry and how it now handles large national and global campaigns.
This document summarizes a report written by experts at Heidrick & Struggles on accelerating organizational performance. It discusses how industries are being disrupted at a faster pace due to digital innovation. It also notes that many institutions are failing to adapt to changes in the environment. The report identifies 13 factors that can either drive or impede acceleration. It also outlines four capabilities that leaders need to develop in order to mobilize, execute, and transform their organizations with agility. The document examines what differentiates high-performing organizations and provides a framework for developing an agenda to improve acceleration.
Insights from the World Economic Forum in Davos, where world leaders discussed the importance of emerging markets and how technology is changing the way we connect with each other.
Back to normal, a new normal, or perhaps a new abnormal? Either way, peoples’ attitudes, expectations, hopes and fears are evolving. And businesses need to adapt and evolve with them. In tracking how things are changing, we have developed a series of guidelines for how to respond and lead the way to recovery.
Do you have a strategy in place to emerge from COVID-19 ahead of your competition? In this webinar, financial, data, and marketing experts will break down the three most important parts of your income statement to focus on to successfully navigate the current COVID-19 situation and accompanying economic consequences.
We will share examples and case studies of how businesses have catapulted themselves ahead of their competitors by focusing on specific activities during economic downturns, such as increasing the ROI on marketing efforts and implementing cost cutting measures (improving customer retention and reducing process inefficiencies).
We can only speculate how the economy will recover following the pandemic. There is the possibility of a “V” rebound – sharp downturn followed by sharp upturn, but that is becoming less and less likely each day. Businesses need to prepare a “U” or an “L” or even a Nike-style “swoosh” type recover that could take up to 24 months.
What we do know is that Covid19 marks an inflection point: The world after it is unlikely to resemble the one before it. CEO’s need to remake their organizations to cope with the “new normal”.
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
The document outlines 18 Ps of inbound marketing, beginning with Purpose and ending with Process. It provides a brief explanation for each P, highlighting how it is an important factor for modern marketing strategies. The 18 Ps are designed as a checklist to help guide marketers and business leaders through the complex challenges of the multi-channel world.
The document discusses 12 innovations and mega trends for the coming decade:
1. The sharing economy exemplified by services like Uber and AirBnB that allow peer-to-peer sharing.
2. Free access to information, content, and services online as consumers demand free access.
3. The rise of entrepreneurship and startups as traditional businesses make a comeback through personalization.
4. The slow movement embracing handmade and artisanal products focusing on craft techniques.
5. Micro-markets and segmentation using big/small data to target very specific consumer groups.
This document provides a summary of how businesses in Greece can adjust to changes brought about by the COVID-19 pandemic. It outlines several key changes like increased online shopping, people working from home, and concerns about health and safety. It then discusses opportunities for businesses, such as providing more delivery options, improving ecommerce infrastructure, and addressing needs for mental health support and hygiene products. The document advocates for fearless leadership that focuses on the long term, accelerates change, leverages data, prioritizes employees, and uses advertising to gain competitive advantages during the economic recovery.
Understanding the forces of innovation that brought us to our present world condition helps us to understand the sustainable choices available for the future. A look at current corporate and consumer behavior and communication. Suggestions for the SME who wishes to authentically position his company as a sustainable business.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
Buildingyournarrative entrepreneurship101-160204175927Otman BEN MALK
The document provides guidance on building an effective narrative to promote a brand or organization. It outlines a 6-step process: 1) Define the target audience; 2) Understand where the audience gets its information; 3) Identify why the brand matters and what competing forces exist; 4) Draw the audience in through relatable and contextualized storytelling; 5) Put the narrative in a meaningful context; 6) Bring the brand into the narrative by addressing how it will solve problems. The goal is to engage audiences and establish the brand as essential to a preferable future.
There are 5 Key Essentials that separate the Top 2% of home based opportunities with the rest of the 98% who unknowingly set you up to fail. Learn these keys as how they relate to EIRO Research in this flipchart.
In partnership with Weber Shandwick, KRC Research conducted 23 in-depth, guided, qualitative interviews among C-level and other top executives to understand the challenges and opportunities of doing business in disruptive times.
The document discusses an upcoming conference called SB'15 San Diego that will take place June 1-4. The conference will explore how brands can tap emerging innovations to successfully scale sustainability now. Over 2,500 participants from around the globe will attend workshops, presentations, and networking events to learn about the latest sustainability strategies and share best practices. Topics will include the sharing economy, circular economy, and how to translate sustainability goals into effective brand strategies.
Trilogy Brands Group accelerates the introduction of top American brands to international markets like the Middle East, North Africa, China, Asia Pacific, and Latin America. It identifies fast-growing brands and leverages partnerships to deploy capital and drive long-term revenue via franchising, licensing, and joint ventures. Trilogy works closely with US brands in many industries to develop opportunities and infrastructure supporting their global expansion plans.
Similar to What's Next: Steering Brands through COVID-19 (20)
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
This document discusses how to engage and build businesses using technology to engage remote employees. It covers fostering collaboration, creativity and sharing in virtual environments. It also discusses how to keep teams engaged who are unfamiliar with remote work, and how to encourage positive behaviors despite technology limitations. The document provides advice on virtual leadership, building trust, team cohesion, inclusion, isolation, performance management and selecting collaborative technologies. It emphasizes focusing on real problems, partnering with IT, prioritizing important features, and introducing technology changes participatively.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
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Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
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Digital marketing encompasses a wide range of online strategies and tactics designed to connect businesses with their target audiences, increase brand awareness, drive traffic, and ultimately generate leads and sales. Here’s a comprehensive description:
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address - industrial area, phase 8, F7, MOHALI, PUNJAB
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, panel Management.
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Unlocking the power of long-tail keywords: a comprehensive guide for digital ...Reversed Out Creative
Struggling to be seen online? Master long-tail keywords, the secret weapon of modern SEO. This guide unlocks their power for businesses of all sizes, helping you rise in search rankings and attract ideal customers.
5. HOW TO STEER BRANDS
THROUGH A CRISIS
Making brands matter in turbulent times
6. Agenda
A view from Europe
& the US
What brands can do now
A view from Asia
Planning for now and
for recovery
6
7. Key Themes:
WHAT ARE WE HEARING FROM BRANDS?
7
Pencils down and
survival mode”
“
Moving ahead with
business plans and
new launches”
Confused about how
to engage in a way
that won’t backfire”
Adapting to the
new reality”
Cancelling our HQ projects
so local markets can focus on
commercial issues”
“
“ Should we put all
our research and
plans on hold?” “
“
“
How do we innovate to
find solutions in line with
the new reality?”
“
How to move from
a physical to a
virtual event or
product launch”
“
8. Brands fall into one of three categories:
SURVIVAL, SUSTAIN OR SURGE
8
Managing demand-
side pressures.
Shift to new channels
and business models to
meet demand.
Rapidly recalibrating
marketing priorities.
SURVIVAL
Adjusting to the new
market conditions.
Continuing/revising
existing plans.
Tentative with
marketing investment.
Very short term
focused.
Characterised by fear
and confusion.
Need for a strong
business case for any
marketing.
SUSTAIN SURGESURVIVAL
9. Common needs:
REGARDLESS OF MODE, THERE ARE COMMONALITIES
9
Looking for
thought
leadership
Want to
develop an
action plan
Trying to set
the right tone
Concerned
about appearing
exploitative
Balancing
stakeholder
concerns
Uncertain
where to focus
in the funnel
Shifting to
online, across
the business
Aware of
‘An After’
… but when?
10. Inacrisisthereisalways
theseedofopportunity
The Chinese word for crisis carries two elements,
danger and opportunity.
No matter the difficulty of the circumstances, no
matter how dangerous the situation,
at the heart of each crisis lies a tremendous opportunity.
危 机
Wēi Jī
10
12. 12
SARS,
a notable precedent
During the nine-month
outbreak, more than
8,000 cases of SARS
were confirmed and 774
people died — 648 of
them in Mainland China
and Hong Kong. Initially
the Chinese institutions
were playing catch-up,
but over time they came
to terms with the challenge.
The Chinese government has
an unparalleled ability to
marshal resources, and
Chinese culture prizes
stoicism and the ability to
work through hardships.
SARS was the tipping
point for the internet as a
mass medium in China as
people looked to mobile
phones and the web for
information and updates
about the outbreak.
Shares in Sina, Sohu, and
Net Ease soared. Investor
interest in Chinese
technology took off. It also
triggered the digital home
entertainment market as
millions of people,
confined to homes or
dormitories, looked for
distraction.
It is seen as the point that
led to Alibaba taking off as
those millions, afraid to go
outside, began to
shop online. Recovery was
also rapid and most Asian
economies bounced back.
Shares in Cathay Pacific
Airways tumbled 30 per
cent from December 2002
to April 2003 only to nearly
double in the next year as
populations proved keen to
not only return to normal,
but make up for lost time.
15. 15
5 Lessons
Despite the
differences,
5 timeless &
timely lessons
from the past
are relevant
today:
‘BLACK SWAN’
EVENTS CAN
BREAK A BRAND
– OR MAKE IT
‘Black Swan’ events like
SARS, the 2008 GFC
or COVID-19 are
moments-of-truth for
brands (and marketers) - of
their purpose, values,
commitments; but equally
of their agility, creativity
and spirit.
We don’t yet know
when, but when it
happens, it will
happen fast,
releasing pent-up
demand.
Marked by lasting
shifts, both attitudinal
and behavioural,
creating new needs,
new priorities – and
new competitive
opportunities.
Marketers who manage
to turn crisis into
opportunity are those
who consider and
address impacts
across the short,
mid and long term.
Fortune favours the
prepared, agile and
decisive – true in
good times, even
more so in testing
ones.
THERE
WILL BE
AN AFTER
BUT IT WILL BE
A DIFFERENT
PLACE
THE KEY IS
MANAGING ALL
TIME HORIZONS
BE
PREPARED
1 2 3 4 5
16. 16
How to make your brand matter
across all time horizons
In times ofcrisis evenmore than in
‘normal’ times, a keychallenge is to
reconcile the distinctdynamics and
requirements ofdifferent time
horizons - winning in the now,while
preparing forthe medium-term, and
transforming forlonger-term growth in
changing times.
Ogilvy’sOS helps marketersmanage
their brand as a holisticand agile
system– where every action, every
experience, builds the brand and
business in interconnected ways.
In times ofcrisis, the OS helps
marketersprioritise actions to take in
the heat ofthe outbreak, while looking
ahead to ensure their brands
areprimed to takeadvantage ofthe
recoveryand ‘new normal’ beyond.
MATTER
LONG TERM
(New Normal)
MATTER
MEDIUM TERM
(Recovery phase)
MATTER
RIGHT NOW
(Acute
outbreak phase)
How do we get on the front foot in a
changed landscape?
* transform & be fit-for-purpose
How do we make up for lost ground?
* leverage shifts & drive momentum
and competitive edge
How should we respond in
unfolding situation?
* be agile & optimise
→
→
→
17. 17
Brandactions
SUSTAIN
SHORT-TERM
SALES
• Re-allocate spend
behind most topically-
relevant segments and
SKUs.
• Optimise channel mix
for shifts in media
consumption.
• Rise above self-serving
and transactional - tailor
messaging and offers in
real-time, to respond to
shifting topical needs
and emotions.
• Sustain broad reach to
facilitate new users
exposure and trial.
ENGAGE ALL
AUDIENCES AND
STAKEHOLDERS
• Beyond customers
/consumers comms,
carry out stakeholder
mapping to consider the
needs and concerns of all
stakeholders, internal
external, individual +
institutional.
• Leverage social
channels for open &
real-time response and
communication.
• Identify opportunities to
create ‘shared value’
programs, mobilising and
connecting all parties for
common benefit.
ACTIVATE
YOUR
PURPOSE
• Do more, say less.
• Activate brand purpose
to support hygiene and
virus containment efforts,
and keep life (and
livelihoods) going - add
‘brand- aligned’ value to
people, the community,
and broader nation.
• Not every brand needs
to turn ‘caregiver’:
support across all needs
and emotional need-
states, in line with brand
benefit and persona.
SPEND SMARTER
/ MORE FOR LESS
• Make every $ count:
leverage data analytics for
full funnel optimization & fix
weak links.
• Optimise drive-to- web,
drive-to-commerce; make
online visibility +
transaction easier.
• Review channel mix to
secure reach vs shifts in
media consumption. Put
bets on surging channels.
• Identify opportunities
and expand database.
ACTIVATE PURPOSE & OPTIMISE FUNNEL MIXto matter right now:
DURING THE
ACUTE PHASE
OF OUTBREAK
18. 18
Be where
people are now.
Support what
they’re doing now.
People’s attitudes and
behaviours are changing
during COVID-19. As a
brand this is a moment to
recognise, connect,
engage and support
these new changes.
Adjusting channel mix,
content and potential
partnerships will help
secure efficient reach
as well as relevance.
Source: https://us.kantar.com/business/ brands/
2020/survey-measures-coronavirus-
outbreak’s-impact-on-china’s-consumption/
Responding, adding
value and being agile
in the NOW, especially
in lower-familiarity areas
where people will most
value support and be
open to new brands and
will support
relevancy in the LATER.
Brand actions
to matter right now:
ADJUST CHANNELS
AND CONTENT MIX
FOR SHIFTS.
PUT BETS
ON SURGING
CHANNELS AND
NEW ACTIVITIES
0% 20% 40% 60% 80%
Long video
Short video
Sleep
TV Mobile/online games
Online chat with friends/relatives
Online education
Cooking/baking at home
Offline learning/reading
Online entertainment
Working out at home
Parenting
Supervising kids’ study
Working from home
Live video/livestream
Leisure at home
Nurture skin
Pettime
Linear
19. 19
Alibaba announced 20
measures to help businesses
and merchants in China, which
included:
• Reducing operational cost on
Alibaba platforms.
• Providing financial support by
waiving or lowering interest
rates.
• Subsidising delivery
personnel and ensuring
higher logistics efficiency.
• Providing flexible job
opportunities to ensure
income.
• More tools for
enterprises to accelerate
their digitisation.
• Remote working
management for
enterprises.
Real-estate group
Wanda implemented a
waiver of one month’s
rent and property
fees for Wanda Plaza
nationwide, sharing the
burden of reduced
footfall with its tenants.
Brandactions
to matter right now:
SUPPORT
PARTNERS AND
ASSOCIATES
TO MANAGE
THROUGH
CONSTRAINTS
20. 20
Brandactions
to matter right now:
SUPPORT
PARTNERS AND
ASSOCIATES
TO MANAGE
THROUGH
CONSTRAINTS
Bytedance offered all
enterprises and
organisations in China
access to its Feishu
remote collaboration
platform free of charge.
Deliveroo announced
a 15-20% discount in
commission fees to
restaurants to support
them as the number of
dine-in customers fall,
and a delayed
commission payment.
Alibaba’s grocery-store
network Hema Fresh hired
offline restaurant staff to
create a “shared employee”
model. 2,700 employees
from 40 companies
affected obtained a job
in Hema Fresh.
21. 21
Brandactions
NetEase Youdao
provides Free Online
Lecture Service for
primary and middle
school students who
can’t go to school.
Under Armour realised
remaining healthy
in difficult times is
important. They shared
exercise tips on their
official account
to matter right now:
BUILD MEANINGFUL
UTILITY & CONTENT
TO HELP PEOPLE TIDE
OVER CRISIS TIME
Supporting the full breadth of human needs,
both functional and emotional –
for distraction, for fitness, for boredom
relief, stress relief, for learning, connection
and everything else.
22. 22
Brandactions
IKEA leveraged its brand
promise of ‘bringing joy
into the home’, DIY
philosophy and creative
cheeky persona, to bring
light relief to all those
forced to spend
Valentine’s day
quarantined at home,
or even worse, in
isolation.
KFC introduced special
safety measures for in-
store dining, take-out
and delivery services
to help keep their
customers and staff
safe. And to show their
appreciation of staff
who remained in their
posts in critically hit
areas, personal stories
were shared on social
platforms. This grew to
be a national mission to
support society’s return
to stability.
KFC also supported
the frontline medical
caregivers by offering
them free meals.
to matter right now:
ADD CHEER
AND POSITIVITY
TO PEOPLE’S
LIVES AS THEY
STRUGGLE WITH
UNCERTAIN TIMES
23. 23
Brandactions
to matter right now:
TAKE A STAND
AND RE-FUNNEL
YOUR EFFORTS
Coca-Cola stopped all spending
in the Philippines to focus on
supporting recovery efforts.
24. 24
Brandactionsto
mattermedium term:
IN THE RECOVERY PHASE MAKE UP FOR LOST GROUND BY
PRIMING MOMENTUM & LEVERAGING SHIFTS
FUEL BRAND
SALIENCY
• Sustain spend and
earned exposure /
talkability to keep
brands salient in
anticipation of the
rebound.
• IPA data shows
brands that sustain
exposure throughout
a crisis, can increase
share 3x during
downturns, but also
rebound faster and
stronger in recovery.
PRIME FOR
MOMENTUM
UPON REBOUND
• Identify categories and
segments that will most
benefit from pent-up
demand and economic
stimulus.
• Identify priority parts of
portfolio with greatest
potential.
• Work with your media
agency to re-allocate
budgets and secure quality
ad stock.
• Leverage CRM and social
platforms to activate
existing users, and turn
new followers into
trialists.
INNOVATEAND
RESHAPE YOUR
PORTFOLIO
• Leverage data and
insights to identify the
most significant and
lasting shifts.
• Accelerate claims
innovation, product
innovation, CX
innovation.
• Consider how to
leverage and strengthen
Health & Wellness
connections, across
categories.
SHIFTS
TOWARDSDIGITAL
CHANNELS
AND BEHAVIOURS
• Review Customer
Engagement & Content plans.
• Address new needs and
priorities in Digital content /
Digitalservices/ Utility /
Commerce.
• Leverage martech and
automation to enable more
personalised and contextual
creation and distribution of
content in real-time.
DURING THE
POST-OUTBREAK
RECOVERY
25. 25
Brandactions
BRAND
TRANSFORMATION
• Re-evaluate brand
positioning,
proposition and
portfolio priorities
for accelerated
growth in new
landscape /
segments.
• Identify
opportunities for
first-mover edge
serving future
needs by creating
or modifying a
product / service /
experience.
TRANSFORM TO LEAD IN A CHANGED LANDSCAPE
SUSTAINABLE
TRANSFORMATION
• Turn crisis-time
Corporate
Responsibility into
ongoing purposeful
brand engagement -
across full value chain,
and across all
stakeholders.
• Innovate to create
shared value and drive
impact across locally-
and category-
relevant SDGs.
CE & CX
TRANSFORMATION
• Re-evaluate Customer
Experience for greater
personalised value
and responsiveness.
• Accelerate employee
experience
transformation for
greater personalised
engagement,
productivity and
flexibility.
• Leverage data and
Martech to enable
personalisation-at-
scale.
CRISIS &
REPUTATION
TRANSFORMATION
• Implement crisis
preparedness plans,
incl. risk-assessment
audit, crisis response
plan and training,
reputation repair
plans.
• Update stakeholder
and influencer
ecosystem – focus
on top 100
stakeholders.
• Revisit Public Affairs
strategy and
activation plans.
to matter long term:
DURING THE
NEWNORMAL
PHASE
DIGITAL
TRANSFORMATION
• Revisit and prioritise
digital transformation
goals, strategy and
roadmap
• Accelerate shift to
mobile- and e-com-
first business models.
• Identify opportunities
to accelerate digital
innovation, leveraging
emerging technologies
for competitive (and
data) edge.
26. 26
Summary
While there is uncertainty about how and when the virus will be contained,
one certainty is, the crisis will pass, and there will be an After.
When that After emerges,
the landscape will have
shifted, new growth
opportunities will come into
view, and winners and
losers will transpire.
Much has been written
about how ‘black swan’
events are a test of every
brand’s purpose, values and
commitments, however they
are also a moment-
of-truth for their agility,
creativity and resolve.
IPA analysis shows
businesses that continue
making their brand matter
during times of crisis are
rewarded with a greater
opportunity to grow trial
and shares through the
downturn. They are also
proven to rebound faster
when good times return,
capturing more than their
fair share of the stimulus-
induced bounce.
it is now time to take a more
proactive stance. In actions;
in communications; and in
transformation, in both brand,
product and services
offerings, comms and
commerce channels, and CX.
Marketers who manage to
turn crisis into opportunity
are those who consider and
address impacts across all
time horizons. They
will secure the now, and
make up for lost ground as
the recovery kicks in, and
get on the front foot to turn
shifts into long-term growth
opportunities.
By staying agile and
competitively-minded, these
brands can turn bold and
creative moves through the
crisis into disproportionate
share gains.
By building on them decisively
once better times return, they
can turn them into sustained
growth and competitive edge.As we progress through
the outbreak and beyond
the initial reactive phase,
27. A view from Europe and US,
WHAT BRANDS CAN DO NOW
29. In the last 48 hrs, there have been 30m
emotion-related posts but also 13m brand-
related posts about COVID-19
29
Brands are still part of the conversation:
30. 30
Brands play a significant role in the conversation:
Isolated and anxious, many consumers are
reliant on brands to step up (and many have)
Numberofbrand-relatedcoronavirusposts
0
45000
90000
135000
180000
March 12th
Brand-related coronavirus posts
almost doubled the week after March 12
compared to the week before.
31. Most brands are landing in neutral territory
31
25 50 75 100
10.7%
Positive
sentiment
67.6%
Neutral
sentiment
21.7%
Negative
sentiment
Global brand sentiment:
Few brands are clear winners:
32. Key Themes:
Brands have license
to play across the
gamut of consumer
needs states, where
there’s an intersection
of their purpose and
an issue they can step
up to credibly
32
Esteem
Respect, self-esteem, status, recognition, strength, freedom
Self-actualization
Desire to become the most that one can be
Love & Belonging
Friendship, intimacy, family, sense of connection
Safety Needs
Personal security, employment, resources, health, property
Physiological needs
Air, water, food, shelter, sleep, clothing, reproduction
33. KFC has partnered with nonprofit
Blessings in a Backpack to help
provide weekend meals to kids who
might otherwise go hungry.
F1 to produce 20,000 ventilators to
support NHS.
Sushi Soba offers a second order for
free for customers to give food to
a neighbour or person in need.
Kraft-Heinz announced that it was
donating $12 million in support of
communities impacted by the
COVID-19 outbreak.
LVMH converts perfume facilities
to hand sanitiser production and
orders 40 Million masks from China
for France.
Physiological needs
Unilever announces a commitment to provide free soap,
sanitiser, bleach and food to the value of €100M to
consumers and communities around the world.
33
34. 34
Physical needs:
Safety needs
Ford aims to reassure with sensitive
COVID-19 campaign.
Nike releases new campaign to
promote social distancing (after it
announced the closure of stores).
U-Haul has announced 30 days of
free self-storage to all college
students who have been impacted by
schedule changes.
Freshly and Nestlé partner to
donate $500,000 to Meals on
Wheels America.
Microsoft has worked with the CDC
to create a chatbot aimed at helping
to answer people’s questions about
the virus.
Zara makes protective face masks
and scrubs to fight COVID-19 in
Spain.
Netflix pledges USD 100M relief
fund for out-of-work creatives, in
support of freelance creatives.
34
35. Love and Belonging
Comcast, Charter, Verizon, Google,
T-Mobile and Sprint have pledged to
keep Americans internet-
connected for the next 60 days,
even if people cannot afford to pay.
NBC Universal releases new
films about to the hit the cinemas
directly to streaming platforms
Amazon and iTunes.
Headspace, which recently
partnered with Hyatt on a wellness
offering, has unlocked a new
“Weathering the storm” collection in
its app that includes support around
meditation and sleep.
Chipotle is hosting virtual lunch
parties with celebrities and giving
away free burritos.
TimeOut becomes TimeIn, helping to bring
fun activities for individuals and families to
do at home through editorial content.
35
36. Esteem
Footwear company AllBirds is offering
free pairs of shoes to all NHS workers on
the front line.
Pret extended its support for hard-
pressed NHS workers. Many cafes,
McDonalds, Greggs etc. followed.
Bodyshop UK dropping off care
packages to local hospitals for NHS
workers who work tirelessly.
&Pizza’s CEO Michael Lastoria notified
employees last week that the company is
offering free, unlimited pizzas to them and
their immediate families, as well as to
hospital workers.
36
Lyft is donating tens of
thousands of rides to those with
essential transportation needs.
37. Audible is offering free streams
on a select number of children's
stories across six languages to
keep kids "dreaming, learning, and
just being kids,”.
Self-Actualisation
Zoom signs up K-12 schools to free
accounts of the videoconferencing
software. Zoom has emerged as
one of the leading tools to keep
businesses up and running and
students learning.
Under Armour is helping fitness
fans remain active while in
confinement, by launching a 30-day
‘Healthy at Home’ challenge.
37
Adobe is giving higher education and K-12 institutional
customers of their Creative Cloud apps the ability to request
temporary “at-home” access for their students and educators.
38. 38
People trust
business more
than government ….
And are looking to
business to solve the
world’s problems
39. 39
An entire period of
corporate responsibility
This is a decisive moment
that will define who you
are as a brand and
company for the next
decade… For your
employees, customers,
communities, partners
#wewillrememberthesebrands
42. 42
FROM
Purpose in words
Self interest
Brand strategy
TO
Purpose in action
Act like a leader
Brand as shared agenda
What matters now
43. 43
FROM
Purpose in words
Self interest
Brand strategy
Competitors
TO
Purpose in action
Act like a leader
Brand as shared agenda
Partnerships
What matters now
44. 44
FROM
Purpose in words
Self interest
Brand strategy
Competitors
Traditional products
TO
Purpose in action
Act like a leader
Brand as shared agenda
Partnerships
Relevant products and services
What matters now
45. 45
FROM
Purpose in words
Self interest
Brand strategy
Competitors
Traditional products
Use power for profit
TO
Purpose in action
Act like a leader
Brand as shared agenda
Partnerships
Relevant products and services
Use power for impact
What matters now
46. 46
FROM
Purpose in words
Self interest
Brand strategy
Competitors
Traditional products
Use power for profit
Customers
TO
Purpose in action
Act like a leader
Brand as shared agenda
Partnerships
Relevant products and services
Use power for impact
Inclusion
What matters now
47. 47
Our collective
call for action
Your Brand Purpose x Needs
of People and Communities.
Be agile.
Be engaged, don’t stand by
for recovery.
Taking action now will set
you up and create new
opportunities for the future.
Do the right thing.