Covid-Inspired Lessons Learned for Brands

America is in the midst of two significant crises – the coronavirus pandemic and the protest against racial injustice – both of which have demonstrated that there is a marked difference between an important message and an impactful message for your business/brand.

Revisit our panel discussion featuring experts who share Ipsos insights about what Covid-19 has taught us about how brands should respond and react in a crisis. By viewing this session, you will hear:

Lessons learned through the stages of Covid-19 so far:

• The sea of sameness, in which brands made a lot of noise and gained little reward
• How brands have since tailored their messaging strategies to achieve better results

Similar lessons now emerging in response to the protests about racial injustice:

• The spectrum of brand reaction, from superficial to more meaningful
• What consumers think brands should be doing, and the basis for their permission to speak

Key insights and recommendations:

• On what basis is it advisable/permissible to advertise in a crisis
• Commercial purpose considerations, and the repercussions of speaking or remaining silent in a crisis