Brand communication in the post-COVID era: The new communication playbook

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
  • A thorough study of psychological needs and brand campaigns during past and current crises has led to the identification of overarching themes and tonality codes that must govern every communication.
  • These tonality codes are comfort, compassion, contribution, gratitude and humor.
  • These codes are also discussed in terms of implications for brands to ensure that the execution is aligned to norms, is consistent and helps brands gain a distinct share of mind....

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