Throughout the course of 2020, Covid-19 progressively leveled global corporate expectations. As we’ve experienced the various peaks and troughs of the pandemic in 2021 however, its become clear that in spite of a relative return to normality, we’ve still had to temper our expectations. Consequently, unless you were lucky enough to be situated in an area of high growth – such as ecommerce – it’s likely that you’ll have already held key rationalization meetings to stay on top of change.

For many organizations these meetings often focus on sales, supply chain, or technology and it’s not difficult to see why. Conventionally speaking, these departments are some of the most visible in the organization with extensive control over the buyer’s journey. But in prioritizing these teams we are neglecting one of the businesses most powerful and agile tools, marketing.

How to Build a Resilient Brand Strategy

Due to the nature of technological progress, consumers expect instant access to reviews, pricing, and values when interacting with a brand. Naturally, in this process, they are skeptical of companies that seem to withhold information and when it comes to marketing – particularly during a pandemic – it’s no different. Consumers do not want to feel as though the wool is being pulled over their eyes.

Consequently, it’s essential that businesses build a resilient brand image & strategy that keeps them in step with the general needs and sentiments of the modern consumer. Since the beginning of the pandemic we have seen two solutions gain increased attention.

Value-Based Marketing

As the pandemic has worn on, customers have become more critical of the businesses that they shop with such that many consumers now study how specific enterprises align to their personal values and intentions. According to the communications firm Ketchum, for example, around 45% of consumers had changed brand preferences during the pandemic due to the brand failing to appreciate their struggles in relation to Covid-19. The same was true with a failure to engage in social justice issues such as Black Lives Matter or Pride.

In short, it is not enough to remain silent anymore, effective marketing teams consider the lives of their consumers and how recent events might prevent them from engaging. The current consumer base, many of which are now Gen Z, distinguish less between commerce and leisure than ever before. Effective marketing must show respect for the consumer, an approach that can only be achieved through mutual respect and value-based marketing.

Mitigation Marketing

Consumers aren’t interested in pushy brands at this time, instead, they look to brands that prioritize security and positivity. As we continue towards normality, we must make sure that the messages that we broadcast emphasize this quality even if we’re not a brick-and-mortar operator. Consumers not only have to look after their health, but the health of their families too, it’s essential then that we show we appreciate this fear and outline that we do through our actions. This is what will differentiate successful marketers from the unsuccessful.

A poll in America revealed that 77.5% of adults only felt truly safe when they were at home which truly illuminates the level to which marketing must work to reassure potential customers. As CEO of Navigate360, JP Guilbault suggested, strong security concerns underscore the need for companies to “over-communicate” what they are doing to protect customers and employees from the virus.

What are the Advantages of a more Resilient Brand Strategy?

• Greater ability to adapt to the knocks and setbacks of business
• Able to extend to new products, new business models and bring customers with them
• Positive word-of-mouth marketing to generate new customers and income
• Competitive edge in the market
• Enhanced credibility and ease of purchase
• Greater protection from economic fluctuation

To learn more, download the full report here or continue the debate at the CMO Brand Insight Summit, a GDS Summit, where we bring together senior supply chain executives who are actively seeking to share, learn, engage, and find the best technology solutions.

GDS Group hosts experts to help experts. We strive to provide an atmosphere for our attendees that enables them to confidently lead their companies through major transformation projects. For information on upcoming events, view our view our Digital Summits. To remain current on our activities, visit GDS Group on LinkedIn | Facebook | Twitter.