BrandZ strong Dutch brands
Posted: Tue Dec 17, 2024 8:48 am
Make content corona-proof
Prevent the viewer's first reaction being 'where is that one and a half meters?', because then you've lost them and your real message won't stick. So take social distancing into account in your expressions. Adjust existing content where possible, or invest in new.
Not everything is crap
Of course, there are also examples of brands that are already creating good content, that are tapping into the pandemic while doing justice to their brand. In doing so, they are able to stand out and rise above the advertising noise. A few examples to inspire brands that do get it. Publicis Italy knows exactly how to strike the right chord with their new corona commercial for Heineken (#2 BrandZ top 30 Netherlands). In England, KFC (#85 BrandZ top 100 global) decided to rate everyone who is forced to try to recreate their own chicken with a number . And as is often the case, Wieden+Kennedy also knew exactly how Nike (#21 BrandZ top 100 global) could best respond .
I like this content. A subjective value judgment, because I don't have the numbers to support it. However, there is a considerable chance that this opinion is more widely supported. Good content contributes to your brand. It is no coincidence that these are all three examples of brands that structurally score well on the BrandZ ranking, a barometer for the strength of a brand. So they are objectively strong brands. And that pays off. Strong brands perform above average.
brand z brands branding in crisis.
3 tips for content during corona times
What can we learn from the above?
1. Advertise
If you have to cut back now, cutting your greece telegram data marketing budget is probably the path of least resistance, but that doesn’t make it the best route to come out of the crisis strong. So if you’re in a financial position to invest, do it. Advertise. There’s 100 years of scientific evidence that it pays off
2. Stick to your core values
Covid-19 is a deadly virus, not your new purpose. The world is changing, or even already different, so be aware of this. Add nuance, but stick to your core values and what your brand stands for.
3. Don't make crap
The most important piece of advice: don't make crap. Content that is talked about and shared is much more powerful than content that is only viewed.
Prevent the viewer's first reaction being 'where is that one and a half meters?', because then you've lost them and your real message won't stick. So take social distancing into account in your expressions. Adjust existing content where possible, or invest in new.
Not everything is crap
Of course, there are also examples of brands that are already creating good content, that are tapping into the pandemic while doing justice to their brand. In doing so, they are able to stand out and rise above the advertising noise. A few examples to inspire brands that do get it. Publicis Italy knows exactly how to strike the right chord with their new corona commercial for Heineken (#2 BrandZ top 30 Netherlands). In England, KFC (#85 BrandZ top 100 global) decided to rate everyone who is forced to try to recreate their own chicken with a number . And as is often the case, Wieden+Kennedy also knew exactly how Nike (#21 BrandZ top 100 global) could best respond .
I like this content. A subjective value judgment, because I don't have the numbers to support it. However, there is a considerable chance that this opinion is more widely supported. Good content contributes to your brand. It is no coincidence that these are all three examples of brands that structurally score well on the BrandZ ranking, a barometer for the strength of a brand. So they are objectively strong brands. And that pays off. Strong brands perform above average.
brand z brands branding in crisis.
3 tips for content during corona times
What can we learn from the above?
1. Advertise
If you have to cut back now, cutting your greece telegram data marketing budget is probably the path of least resistance, but that doesn’t make it the best route to come out of the crisis strong. So if you’re in a financial position to invest, do it. Advertise. There’s 100 years of scientific evidence that it pays off
2. Stick to your core values
Covid-19 is a deadly virus, not your new purpose. The world is changing, or even already different, so be aware of this. Add nuance, but stick to your core values and what your brand stands for.
3. Don't make crap
The most important piece of advice: don't make crap. Content that is talked about and shared is much more powerful than content that is only viewed.