From Story-Telling to Story-Doing: The Key for Successful Brand Strategy in the COVID-19 Era
In our previous article, we dug deep into both The Harris Poll’s "The Essential 100” study and our own client work to show why the COVID-19 pandemic was causing a once-in-a-generation reappraisal among consumers, and why you need a new strategy now to adapt to these changes. Below we analyze the new elements that are required to succeed.
Companies need to pivot from story-telling, to story-doing. Today’s consumer is too savvy for anything less.
As consumers seek brands that align with their values, they are demanding that companies move from talk to action. The three profound disruptions currently underway – the health crisis, the economic crisis, and broad campaign for social justice – mean that words alone won’t cut it. The brands that prosper will be those that meet the moment, by acting, in big, even bold ways, and communicating their actions accordingly. A recent case-in-point is Procter & Gamble, recently named Marketer of the Decade by Cannes Lions, weighing in on the cultural moment with its "Take on Race" campaign, highlighted with a new ad called "The Choice."
What steps are you taking to meet this cultural moment with authentic action?
COVID-19, coupled with the societal shifts now underway, has accelerated the need for a story-doing strategy grounded in the idea of “transparent humanity.” More than ever before, consumers are now demanding to know about companies’ operations and values-in-action.
Making the brand’s humanity and value system fully visible expands into all operations, a concept we’re calling “transparent humanity.” As noted in the Harris Poll’s Essential 100 study, the vast majority believe it’s more important than ever:
for corporate America to protect the health and safety of its employees (87%);
for stronger employer / employee relationships (80%);
for corporations to take action for the greater social good (78%); and
for transparent supply practices (73%).
It directly impacts purchase consideration as well: we found that 80% of grocery store shoppers are more likely to purchase from a meat producer that has a state-of-the-art transparent supply chain. We see “transparent humanity” becoming a core part of brand positioning, consumer-facing messaging, and an important element in strategic differentiation.
Have you conducted an objective audit of how you are delivering on these dimensions, identifying gaps as well as strengths, and finding where you are falling short?
Have you isolated the most compelling elements of your brand’s “transparent humanity” to amplify in your market? What should you be your messaging to the market now for maximum impact and brand differentiation?
What You Need to Do Now
We believe it’s critically important that brands understand, isolate, and amplify the dimensions of “transparent humanity” that motivate consumer preference and purchase for their brands. Taking an objective view, where are you falling short, and where are you actually delivering but consumers are unaware of it? Those brands that negotiate this new and complex environment will be best positioned for success. At Predictive Branding Partners, we’re uniquely equipped to find these nuggets for differentiation, and through our proprietary modeling determine the messages that are most predictive of purchase.