How do you lead and market your brand during a crisis when everything feels wrong? Aliza Licht, Author and Host of LEAVE YOUR MARK, and Alison Koplar Wyatt, Co-Founder of The Female Founder Collective, sit down for a fireside chat to discuss leadership and marketing right now.
I would also look at the brands' sites which are navigating this well—- See Starbucks, Walmart, and Nike as a few examples. Note how they are communicating and model that behavior.Discounting is a short-term strategy that will eventually erode your business and your brand value. I think it's much smarter to focus on products that make sense for the moment and leave them at full-price with compelling messaging.
This was trial and error for me, and I document this journey in two Forbes articles below. I am very honest about my journey, which includes lots of failure.
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The coronavirus mass shuffle in advertising: Dropped TV spots and emotional campaignsFrom Walmart to Google, brands have had to adapt their advertising messages to convey more empathy with consumers during the coronavirus crisis.
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Polish priest takes 'drive-through' confessionsPolish priest takes 'drive-through' confessions during the coronavirus pandemic. “From the safety of their car, they can take care of their soul while protecting their bodies from germs in this special time,” Father Kielarski told Reuters.
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