The context of the internet, immediacy, dance challenges on TikTok and the double-edged sword of being connected 24/7.
Social Media and the Pandemic
If I spend a minute on my feed of any social media, the emotions can be a roller coaster: Going from anger at the aunt who shares fake news and conspiracy theories (my favorite is the one about 5G), astonishment at the “People in Ecatepec don’t believe in the coronavirus” note from your favorite yellow website, sadness at the official global figures from those forex email list verified portals, and ironic laughter at any meme about the new tlatoani of the internet, López Gatell.
The reality is that times of crisis bring out what you really have inside. And this applies to brands as well.
“The reality is that times of crisis bring out what you really have inside. And that applies to brands, too.”
Looking at the positive side of Covid-19
In a virtual meeting on a weekday (because it doesn't matter what day it is anymore), my boss asked the forum: “Before we start, tell me one good thing that COVID19 has brought you. ”
The answers, somewhat biased by the good fortune of belonging to the upper middle class who can take refuge at home, were totally diverse:
From spending more time with your family to being able to wear pajamas 24/7. Others mentioned the ability to save, exercise or the opposite: allowing yourself to neglect your physical appearance.
I, for my part, replied simply. I had not realized how little I need to lead a happy life.
And that's when I remember that what really brings a smile to my soul is being able to have a deep conversation with my family, laugh over beers with friends, get lost in unknown streets during a vacation trip, and dance on Saturday nights at any low-reputation bar in the city.
Brands in times of Pandemic
And suddenly, it clicks with my profession too:
While it seems that a constant around the world's governments is that the official information that is shared falls short, that does not give us the right to share our thoughts or recommendations through our brands.
Epidemiology issues should be left to the experts. However, that doesn't mean your brand shouldn't have a position in the time of coronavirus, and that position should be simple.
It may seem like marketing is once again falling back into this superficial, self-serving, non-transparent profession, but the practical reality is that now more than ever, consumers need product availability, brand utility, and simplicity in how you can help them.
