(Ritson) 'Forget about empathetic emails during the coronavirus outbreak and start making your brand money' - NIMA

(Ritson) ‘Forget about empathetic emails during the coronavirus outbreak and start making your brand money’

26 maart 2020
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Marketers deal with crises through communications, but it is through product, price and distribution that we can make most difference to customers and keep the economy moving.

I’m a big fan of McDonald’s but I’m in a real quandary about what their Brazilian team did last week. In an attempt to promote social distancing, the brand divided its usually conjoined Golden Arches into two distinctive but separate curves. The move, executed across Instagram, Twitter and Facebook, was meant to convey the idea that we are “separated for a moment so that we can always be together”.

On the one hand this is a textbook bit of brand management. Playing with codes to communicate a broader social message is going to get you a lot of media coverage, it’s going to reinforce the distinctiveness of McDonald’s, and it should build brand equity in a time when brands need all the equity they can get.

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