個案資料

As consumers watch the global coronavirus pandemic play out in print, across digital media, and on TV, it is clear that not all brand managers are performing equally well—at least not after collectively flooding e-mail inboxes with “We are here for you” messages. The moves made by brand managers in corporate communications have been all over the map. The good moves have been made by those who understand why actions speak louder than words. However, while being creative can pay brand dividends, it also creates risk. The last thing you want is to look like you’re exploiting a crisis. There have been many brand announcements about redirecting media dollars to public services, but timing matters. As with any brand initiative, consumers tend to reward the first mover and ignore the copycats—unless they’re brilliant. A brand, of course, isn’t just influenced by how it supports the community. How a company treats employees also has a significant impact. When disaster strikes, if there is something helpful you can do, then just do it and do it quickly. If there is something helpful you can say, then say it, and feel free to say it creatively if you can do so with compassion. And if you don’t have anything to offer or your message doesn’t come naturally, then don’t waste everybody’s time trying to attract attention.

• Brand management, COVID-19 tribute ads, crisis advertising, brand maintenance