In times of crisis, it may be hard for marketers to know where to begin. In just a few short weeks, people have shifted into protection mode, focused on themselves, their families, their employees, their customers, and their communities. Social media reflects this, with pleas for fellow citizens to follow government safety guidelines. People have crossed partisan lines to build bridges within their neighborhoods and communities and unify against an invisible force.
Click here to read the story at hbr.org.
Questions for Class Discussion
- What is a brand?
- What is brand marketing?
- How has the coronavirus health crisis influenced the brands are marketing their products and services?
- According to this story, what is one example of a good brand marketing strategy during this crisis?
- Provide one example of a recent marketing campaign that you have seen where a brand appears to be shifting strategy during this crisis. For example, Burger King is offering free Whoppers for students who are dedicating time to schoolwork and studying and KIA is donating to charities to help fight the spread of COVID-19.