Communicating value
This article is part of a series of articles from the WARC Guide to communicating value. Read more.
When the COVID outbreak first started in the US, many companies and brands initially responded with messages of unity and themes such as “we’re in this together” or “we’re here for you.” The positive messages initially felt good but soon thereafter the focus shifted from what brands are saying to what brands are doing for to help consumers adjust. These dynamics created opportunities for brands to substantiate their brand purpose with new actions and then communicate those to...