Just like consumers, brands had to react quickly to the Coronavirus epidemic. This virus has permanently altered the lives of everyone on Earth. Consumers are less focused on spending; they seek to survive. Brands are following suit, but their actions are under a much larger microscope.
In normal circumstances, brand storytelling is dynamic and sometimes frivolous. Moviegoers can’t possibly relate to James Bond except on an aspirational level. They want to be a cool, sophisticated guy, so they’ll probably cut their hair like him or buy clothes and accessories to look and feel like him. Brand storytelling connects consumers and brands on a more intimate level because brands are engaging with them in a more meaningful way. The story will then remain with a consumer evoke certain emotions that ultimately result in loyalty.
During Coronavirus, many brands and celebrities were quick to adopt stories of solidarity with essential workers and those affected by the virus. They wanted to reinforce how they’re in touch with the current reality and are looking out for their consumers. Some brands built stories off of consumer desires, like Publix. The Florida-based grocery chain listened to consumers and decided to reserve specific shopping hours for senior citizens to ensure they’re able to stock up on necessities.
When there’s a crisis, brands need to proceed with caution. Publix’s choice was appropriate because their regular brand story is that they’re a family-owned grocery store happily servicing their communities with quality products and customer service. This brand story makes Publix an even more relatable brand because senior citizen-consumers and their families feel heard. They see a company bracing for economic turbulence making sure no one is left behind.
The story a brand tells during a crisis will live far beyond it. Consumers will either become repeat customers or limit/ stop their shopping at this company. Brand storytelling is really about putting your money where their mouth is when it matters most. Compelling brand storytelling can result in increased customer lifetime value, so takes notes from Publix!
This Post Has 16 Comments
Can I just say what a relief to find somebody who truly
knows what they’re talking about on the internet.
You certainly understand how to bring a problem to light and make it important.
A lot more people should check this out and understand this side of the story.
I was surprised you are not more popular because you surely possess the gift.
If you are going for most excellent contents like I do, just visit this site everyday
since it gives quality contents, thanks
My brother recommended I may like this web site. He was totally right.
This publish truly made my day. You cann’t believe just how a lot time I had spent for this information! Thank you!
You’re so awesome! I don’t believe I have read a single thing like that before. So great to find someone with some original thoughts on this topic. Really.. thank you for starting this up. This website is something that is needed on the internet, someone with a little originality!
Good info. Lucky me I ran across your site by accident (stumbleupon).
I have book marked it for later!
Everyone loves what you guys are up too. This sort of clever work and coverage!
Keep up the terrific works guys I’ve incorporated you
guys to our blogroll.
Hi there! I simply wish to offer you a huge thumbs up for the excellent
info you’ve got right here on this post. I am returning to your
website for more soon.
Hello yolauralikes.com administrator, Your posts are always well-written and engaging.
To the yolauralikes.com owner, Your posts are always well structured and easy to follow.
Hello yolauralikes.com administrator, Your posts are always well thought out.
Dear yolauralikes.com admin, Thanks for the well-researched and well-written post!
To the yolauralikes.com admin, Your posts are always well-supported by facts and figures.
To the yolauralikes.com admin, Thanks for the valuable information!
Dear yolauralikes.com webmaster, You always provide practical solutions and recommendations.
Dear yolauralikes.com administrator, You always provide great resources and references.
Hello yolauralikes.com admin, Thanks for the well-structured and well-presented post!