Communicating value
This article is part of a series of articles from the WARC Guide to communicating value. Read more.
Introduction
The COVID-19 pandemic and attendant lockdowns have forced behavioral changes upon people around the world: social distancing, unemployment or working from home, restricted access to products and services and forced choice of unfamiliar brands. Many are struggling to make ends meet and are trading down or delaying purchase of high-ticket items. In response, many brands have resorted to price discounts with the aim of stimulating demand. But if there is one thing we should have learnt from...