Beyond the obvious: How to make your brand more relevant during COVID-19

Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.

Why it matters

Brands and products act like placebos; theycan help us to reduce the gap between our actual and our ideal selves – based on the brand associations built over time – while functional motivations haven’t changed much, there are several surprises in the social-emotional motivations that brands can leverage to create more effective advertising during Covid-19.


  • Thinking about motivation involves understanding how your brand or product can help the buyer to close the gap between their actual and ideal selves; goals, or ‘jobs-to-be-done’ are crucial to this.
  • The guiding question for communication is ‘How should we stage...

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Insights Team
Bray Leino

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