Businesses in the UK, already struggling financially as a result of lockdown, also fear that the progress they have made in gaining consumer trust about how their personal data is handled could be undermined by the government’s Test, Track and ...
It is no surprise that a significant number of consumers intend to cut back on their spending during these uncertain times, but the question is whose custom will they retain? New research suggests trusted and established brands stand to gain.
Brand-building is more than possible, argues Darren Coleman, but the best attempts have been characterised by understated communications along with genuine moves across the business to show how the brand is playing its part in the effort.
Consumers have made it clear they will judge brands on how appropriately they respond to the COVID-19 crisis, by looking after their staff and help society meet the challenge, according to a special Edelman Trust Barometer report.
General Mills, the food manufacturer, is ensuring that its marketing strikes an “appropriate tone” in response to COVID-19, and believes that a continued media presence can provide a much-needed feeling of normality for consumers.
Retail sales in Hong Kong plunged 21% in January as the effects of the coronavirus bit deep and mainland tourists stayed away, but even in this crisis environment brands have an opportunity to connect with consumers by ensuring their actions convey ...
Suzanne Croxford, WARC Exclusive, February 2020
It might be hard for consumers to see or even believe, but Wunderman Thompson’s Suzanne Croxford argues that many brands truly understand that consumer trust is inextricably tied to the way personal data is used by companies.
With the COVID-19 situation persisting well into the first quarter of 2020, remaining quiet or ambiguous about the business outlook and challenges is no longer tenable – RICE’s Agung S Ongko offers a strategic messaging framework for brands to communicate clearly in unclear times.