We’ve established that brands are expected to “do good” from now on. Especially during this unprecedented pandemic, being socially conscious and outspoken is a must.
And all signs are showing that this mandatory part of marketing communications is not just a trend but a new norm that’s here to stay.
On that note, this opinion piece on Marketing Mag, by Moensie Rossier from Principals Agency – is taking this point up a level.
If it’s clear right now that everybody’s on the same page when it comes to doing good, the challenge is – how your brand can do good in a way that still supports the brand’s objectives from a positioning standpoint.
Rossier asks the question – “With scores of brands doing good during this time of crisis, how will customers differentiate them?”
The answer she lays out has to do with authenticity and coming up with good deeds that speak your brand’s values.
“To be competitive, ensure your unique brand of care comes from the heart of your brand. Going forward, how you do good will be as important to business as doing good is to the communities that you serve,” Rossier explains.
Just these past couple of weeks at PostFunnel, we’ve highlighted a few brands that pulled it off the right way:
- The prestigious outdoor clothing brand, Patagonia, has been repairing some 20,000 N95 face masks with broken straps that belong to the city of Ventura’s emergency response team.
- College H.H.N.K.S., a moving company based in Florida, is working with local shelters to verify domestic violence cases and help those in need of a transition to move to a safe place.
- Fisher-Price launched a new collectible line of action figures to support first responders and health care workers.
All of which initiatives share similar values with the brand behind them. That’s the way to go.
And here’s a fresh one from Movo, a new brand of wine spritzers, that has opened a zero-judgment venting hotline for moms to call 18-333-scream-4-wine.
Lisa Rudman, who oversees the brand as director of North American marketing innovation at parent company Molson Coors, said: “We know moms are doing the best they possibly can during these crazy times. With this hotline, we hope we can provide a moment of reprieve in honor of Mother’s Day.”
If you ever called someone to vent out your anger, you will probably remember that experience.
Especially if it can win you some free booze.
Achievement unlocked.