By: Bhawana Anand
Last updated : April 09, 2020 10:18 am
A WPPiQ report cites Ogilvy’s Piyush Pandey & Joe Sciarrotta highlighting the right tone for brands in their communication with consumers in these times
“Good friends talk to you and not at you. You will never find them manipulating you. These qualities are why people trust their favourite brands just like they trust their good friends. A few things to remember for these tough times: compassion, sensitivity and care are the three pillars of friendship. Brands need to make these three pillars stronger than ever,” maintain Piyush and Joe.
Moreover, the creative veterans’ highlight that brands must keep their marketing agenda aside and be ready to make a few sacrifices. “Today, as the world struggles with a pandemic, brands should show their compassion and their sense of sacrifice. Brands owe this to their consumers.”
“Brands that value lives will live on for many lifetimes, just like friendships. Before you do anything in these times, ask yourself, what would a good friend would do right now,” he asserts.