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Brand Building In Crisis

As previous certainties and lifestyles give way to unexpected shifts, brands and retailers are being challenged to meet a rapidly evolving set of consumer needs and demands based on the impact of COVID-19. Now, brands are updating their messaging and offerings to include impactful resources and services that are aimed at building trust, creating connections and providing meaningful support. Brands will need to continue to adapt their strategies and communications to better meet and anticipate evolving consumer needs.

This report by business intelligence platform PSFK in collaboration with Toluna, an ITWP Company providing consumer insights designed to empower success in today’s on-demand, global economy, is intended to act as a playbook for companies as they look to innovate their offerings and build a resilient brand that can meaningfully connect with customers long after the crisis. As both consumers and businesses adjust to a new normal, this document highlights key trends and best-in-class examples of organizations that are leading with compassion.

Published May 2020

Key Topics

Driving Connection Through Values

In order to build a stronger emotional connection with consumers, brands are providing customers with tools and platforms to shape their values and incorporate them into daily life.

Impact Platfroms

Demonstrating shared values with their customers by investing in the social impact and environmental initiatives and offering customers a way to directly influence which initiatives the brand supports.

Educational Content

Consumers want to know that they’re buying the best and can get the most out of their product when they bring it home. To meet these expectations, brands are investing more in positioning themselves as category experts. Whether through one-to-one consults, group classes or post-purchase support, these service initiatives are designed to boost customer confidence in their product experience.

Informed Associates

Despite collecting a variety of insights on individual shoppers from their online shopping browsing behaviors, social commerce usage, purchase history, loyalty membership and location, most companies fail to develop this information into an actionable customer view. New platforms are bringing these details to the forefront of retail interactions, enabling associates to recognize their customers and deliver personalized service. This encompasses the adoption of machine-learning and AI-enabled systems to interpret data and power tailored 1:1 interactions,...

Brand Building In Crisis

This 19-page research paper includes:

  • A look at changing consumer and business priorities, including stats, quotes & industry insights to support further research
  • Six trends spotlighting successful strategies for resilient brand building and fostering meaningful connection with consumers
  • 25 trend-supporting exemplary case studies
  • Key takeaways for brands in any category to better engage with and serve consumers during challenging times
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