Super Bowl 55 Grins and Groans

Well, Super Bowl 55 is in the rear view mirror, and for those of us who root for other teams, we’re counting down the 212 days until the 2021 season kicks off and hope springs once again. But for those of us who love advertising, last night was a pretty good night.

Overall, the ads were solid.  That’s saying a lot, considering we’ve had years in the recent past where there were lots of stinkers and head-scratchers. No, this year, the advertising gave us some good laughs, some fun little surprises, and even some smart marketing.

Diversity was certainly a theme this year, and that’s always a good thing. So was optimism.  We saw very little mention of COVID-19, and only one or two of the roughly 75 national spots that ran even referenced what has happened over the last 10 months. It’s as if advertisers are simply looking forward to what’s next, and that’s a very good thing.

We also (thankfully) heard very little in the way of political viewpoints or messaging, which grew over the past three or four years more than at any other time. Finally, we did have some nostalgia this year, with ads dropping pop culture references from decades past with cameos from Edward Scissorhands, That 70’s Show, Sesame Street, Wayne’s World, and a surprise appearance by Beavis & Butthead.

Here are the ads from Super Bowl 55 that made us grin, and yes, a few that made us groan.

First, some honorable mentions:

Doritos 3D – the “flat Matthew McConaughey” was cute, and is mentioned here because it did a good job working the basic claim that “life is dull when things are flat.”  The problem, of course, is that Doritos still sells a LOT of flat chips.  No mind. Marketing a new 3D snack chip (remember Bugles?) requires marginalizing all the 2D snack chips. Got it.

M&M’s – a good use of the product as currency to make amends. The spot used funny vignettes of typical douchebaggery and turned it into an uplifting little message that M&M’s can help us all get along again. They’ve been really good at working the “Disney of candy brands” angle.

GM – one of the very few automotive spots in this year’s Super Bowl, (only three,) where Will Ferrell does his thing and fixes his faux anger on Norway.  Light, funny, and did not take itself too seriously while telling the world that GM is focused on going all electric over the next decade and a half. Note to all big brands:  doing a Super Bowl spot?  Start with a really funny improv comedian – that’s half the battle.

Dexcom – I thought this was a weird category for Super Bowl (Dexcom is a continuous glucose monitoring system for people with Diabetes,) but it was well done, and the use of Nick Jonas (resurrecting the “I’m also a client” approach,) was effective. Simple, smart advertising for the people who need to hear it.  What a concept!

Klarna – I had never heard of this brand before, but after watching the commercial (silliness to the power of four tiny Maya Rudolphs,) I understood the basic premise:  Klarna lets you turn any purchase into four tiny payments. Hey, that works.

State Farm – they took their Patrick Mahomes and Aaron Rodgers schtick and raised it a Paul Rudd and a Drake.  Very good performance from “Drake from State Farm” in this one.

BIG GRINS:

SAM ADAMS WICKED HAZY IPA – “Horses”
A team of Clydesdale horses is inadvertently let loose through Quincy Market by “yaw cahzin fram Bahh-stin.”  It’s funny, and entertaining, and a classic shot across the bow from a challenger brand, especially when the leader (Budweiser proper) decided to sit this one out.

BUD LIGHT SELTZER LEMONADE – “Lemons”
One of the few brands to even reference the previous year, the ad starts out by saying “2020 was a lemon of a year.”  Then we cut to various scenes of normal and even celebratory gatherings getting interrupted by thousands of lemons falling from the sky.  Hat tip to Paul Thomas Anderson who hat tipped to the book of Exodus.  For an ad that’s trying to get you to remember one thing (LEMONS) this one was a winner.


AMAZON – “Alexa’s Body”
This could certainly have been the ad of the night for me.  First, the ad does the basic duty of explaining that “Alexa has a new body.”  It’s dramatized in the form of Michael B. Jordan, and the ad imagines various scenarios of him as Alexa.  Beyond that, the ad is diverse, well-acted (the husband and wife performances are really strong, and Jordan plays the submissive and willing AI deliciously,) and also flips the gender roles very well.  A device with a female name is now embodied by a very male body indeed. A little sneak-in of an upcoming feature film as an “ad within an ad” is also a sweet little trick.  This ad was like a complex gourmet dish, where subtle flavors kept showing up with every bite.  Well done, Amazon.

WINNER(S):

ROCKET MORTGAGE – “Pretty Sure”
In two of the best spots of the night, Tracy Morgan (one of at least a half dozen SNL alums to appear in the commercials this year,) steals the show with his brand of pay-attention-to-me-while-I-melt-your-face comedy.  In each execution, a family is interested in purchasing a home, and is “pretty sure” they have everything in order to purchase it.  Tracy steps in to clarify that with Rocket Mortgage, “you could be certain.” Then we go through several zany clips where “I’m pretty sure” is simply a terrible idea.  Snakes. Murder hornets.  Jumping out of planes. Running from bears. Angry aliens. Wrestling WWE superstars. You laugh out loud, you gasp, you cringe, and then you realize the man is right:  pretty sure isn’t sure enough. Point well made, brand well represented. Super Bowl advertising honors won.

Now, not all the spots were that good.

GROANS: While this year’s crop of Super Bowl ads was pretty strong, there were still some brands that maybe didn’t hit the mark with their messages. I call them “groans.”  That doesn’t necessarily mean they were bad, it just implies that maybe their money (roughly $183,000 per SECOND,) wasn’t well spent around these concepts.

MOUNTAIN DEW – “Bottle Count”
It was cute. And trippy.  And it was kinda cool to turn it into something interactive.  (Guess how many bottles of Mountain Dew in this commercial and you could win a million dollars.) But maybe too cute? Too trippy? It looks as though it’s targeted to nine-year-olds, and maybe that’s why I didn’t get it.

HELLMANN’S – “Fairy Godmayo”
This would be a good ad (and a lot more affordable) if it were run during an episode of the Rachael Ray show.  42 times. And there would still be almost four million dollars left in the budget. On the surface, it’s not terrible:  Hellmann’s shows up to dazzle every day leftovers into something sparkly!  That’s exciting.  But when the character asks the Amy Schumer-as-fairy-godmayo “what else can you do?” Hellmann’s responds “Nothing.  Absolutely nothing.” And that’s where I groaned.  This could have gone into “making salads shine!” “Making grilled cheese grillicious!”  “Making burgers bippity-boppity-yummity!” But nope. The brand is happy to say it can do nothing else but some fake magic on bad artichokes. An opportunity missed here, I think.

TIDE – “Jason Alexander Hoodie”
After two years of absolutely crushing it on Super Bowl (seriously, “It’s a Tide ad” from 2019 is already in the lofty company of all-time greats,) this one just falls flat on a.) some tired jokes and b.) some graphic tricks and c.) Jason Alexander doing a pseudo-Costanza as the climax. Sorry, but it made me groan.

VERIZON – “Fortnite”
Look, I get it.  Everybody wants Samuel L. Jackson in their commercial.  And everybody wants a fast network.  But turning him into a Fortnite avatar and having him give a sermon on the mount about “ultra low lag” and then doubling down with JuJu Smith-Schuster is all sorts of confusing. Like, who’s the target? And isn’t Fortnite kinda over if you’re not under 16? Asking for a friend.

FIVERR – “Four Seasons”
Remember when I said there were almost no political statements being made? Well, Fiverr had to futz with that and make a reference to a bizarre moment in our recent political history.  The problem is that this reference is divisive at best, and not that funny at worst. Just a real miss on an obscure talking point in a sorry attempt to be, what, cute? Kitschy? In this moment, when millions of highly qualified professionals are out of work or struggling to find it, Fiverr could have made a brilliant and timely statement about the need for  – and availability of – freelancers on its platform in an ever-increasing side-hustle economy.  (Squarespace came closer with its “5 to 9” spot.) Instead, they sunk five and a half million bucks into making Four Seasons landscaping in Philly even more famous. Ooof.

So…what did YOU think of Super Bowl 55 ads? Would love to hear your comments.

Until next year!

2021 Marketing Outlook: two possible scenarios for advertising’s near future

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As we’ve turned the calendar to a new year, and the leadership of the country has turned over to a new administration, we have to consider if there might be a new kind of marketing landscape to be formed in a (hopefully) post-COVID world.

There are two distinct possibilities that could feasibly materialize. One, that we are in for a boom time in advertising as the population wakes from its imposed hibernation. And the other, far more daunting, possibility is that advertising may be met with increased skepticism, or worse, not welcomed in the national commercial dialogue.

Possibility 1 – it could be the best of times. As more and more Americans receive a vaccine, it’s conceivable that life could return to what we would consider “normal,” perhaps even as early as the summer months. It could mean being allowed to gather again with friends, to travel again at will, to eat indoors at restaurants, and (oh please, dear sweet baby Jesus) to sit with 70,000 close friends at the home opener for your favorite football team.

With that, consumerism will likely not just be on the rise, but there’s very good reason to believe that we’ll see an elongated surge in consumer spending across numerous categories, built largely on pent up demand, and the sheer joy of having the “privilege” to once again participate in the analog retail experience.

And once those floodgates open, or it’s even hinted that they might, I would argue that we are likely going to see an equally giddy advertising crop burst out of every conceivable corner and category. Brands will trip all over each other for a share of the voracious consumer appetite, and media companies will feast at the table of “flexible” rates while the demand stays unusually high, and the competition is unusually fierce.

And the best part of this rosy prediction is that the tenor of the advertising itself is likely to be more positive, less serious, and almost joyous in nature. Simple messages like “we’re back!” or “we’re open” will lie at the core of most claims, and brands will be paying big money just to have the “privilege” to beg consumers to come back now that the pandemic has loosed its grip on the nation.

That’s a rosy outlook.

Possibility 2 – (okay, let’s go with the Tale of Two Cities theme,) it’s plausible that it could also be the worst of times.

It’s possible that consumer perceptions have changed significantly over the past 10 months, (and perhaps continue to do so for the next five or six months,) and that large demographic segments may be more guarded against brand messaging delivered across the typical media. This, as a result of first the shock therapy of nightly news with a drone of grim reports, and subsequently the drawn out solitary confinement of houses and apartments, living both professional and private lives in the same spaces.

Consumers may be in a kind of post-pandemic stress disorder, and it might last well beyond the days when it’s deemed safe to come back in the water. This bodes ominous for those sectors hardest hit: restaurants and hospitality, travel and tourism, the arts and entertainment, even healthcare.

And more importantly – and the reason this subject is being taken up on this blog – is that the normal receptivity to advertising messages may be affected in ways that has brands and their agencies re-thinking their strategies, and re-tooling their plans.

It wasn’t long ago (seriously, it was August 2019,) that we all reveled in the great Chicken Sandwich War between Popeye’s and Chik-Fil-A. Or watched like rabid MMA fans as Wendy’s and Burger King dealt death blows to each other via Twitter. It was fun. It was entertaining. And it was good for all the brands involved.

Mostly it was frivolous, and that’s what made it so much fun. Nobody got hurt, and we were just dishing abstract concepts and opinions that no one took THAT seriously. But here we are, perhaps about to come out of the year-plus-long fog that seems to have changed everything. Will American consumers have the patience for frivolous feuds? Will we tolerate the background noise of cola wars? Is it too soon?

Remember that brands (at least the ones with discretionary budgets,) scrambled to change the tonality of their advertising in the first few weeks and months after the pandemic took hold. Starting as early as St. Patrick’s Day 2020, we saw national brands releasing more heartfelt messages, saying things like “we’ll be here when this is over,” and heralding frontline workers. Somber. Serious. Considerate.

A few of the standouts: GUINNESS

UBER

DOVE

While those ads were all very good, (and I say this politely,) it was also almost too easy. When you do ads like that, you know you have about a 97 and a half% success rate, and you’d have to do something egregiously wrong to not curry favor with your target. The real challenge that faces brands and their agencies now is in striking the most appropriate first chord as the stage lights come on and everyone starts watching again.

It’s about to be morning in America once again. (Hat tip to Hal Riney.) And I’m just over here wondering if there will be Twitter feuds this afternoon.

What do you think? I’d love to know your thoughts. Please feel free to leave them in the comments below.

[Important note – We cannot overlook the seriousness of post traumatic stress disorder, including those struggling with the fallout of the pandemic. It’s real, and the people who face it are struggling in untold numbers and in myriad ways. For more information and resources on PTSD, visit www.ptsd.va.gov]

For brands – and for revolutions – words matter. Why “defund the police” is the wrong message.

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I used to have a daily calendar with pithy sayings, and one of my favorites, attributed to French moralist Joseph Joubert, read:
Words, like eyeglasses, blur everything that they do not make more clear.

Over the last several years, we’ve been confronted with a lot of words that reflect our social, political and racial realities. “Me Too.” “Time’s Up.” “I Can’t Breathe.” And now, “Defund the Police.”

As an observer, I see everything through the lens of marketing. And the disciplines of branding and advertising rely almost entirely on one key element to help reach human beings and manage their perceptions of the world: language. Language is how you convince. Language is how you compete. Language is how you win.

Language is what helps companies communicate IDEAS. And more specifically, language, when used correctly, communicates only the ideas you need to convey in order to shift or change perception.

Some context: in the famous cola wars, the soda brands Coke and Pepsi were duking it out for decades to convince people that their brand tasted better than their rival’s brand. The governing idea was that “people drink one soda or another based on the taste.” When Pepsi (and their 1984 ad agency, BBDO) rolled out the new slogan “the choice of a new generation,” it not only caught Coke off guard, it also worked to generate a huge shift in Pepsi’s favor.

It worked because it shifted the conversation away from the idea of the flavor profile of some caramel-colored carbonated sugar water towards the idea that the individual that drank it actually mattered. And the language was very clear that the lines would now be drawn on the basis of age and attitude, (youthfulness in particular,) and not taste.

There are other examples, like Folgers Coffee’s slogan “the best part of wakin’ up is Folgers in your cup.” Sounds like a simple rhyme, right? But what’s actually going on is the brand driving a stronger association between coffee and mornings, which is when most Americans drink their coffee. That’s language working the idea.

Then there was the famous “the other white meat” slogan from the Pork board. As American consumers were worried about heart health, red meat became public health enemy #1. Pork pivoted (never thought I’d write those two words,) and in 1987 hired Bozell, who devised this tricked-up language to associate pork with what consumers deemed healthy: white meat, such as chicken, turkey, and fish. While pork is considered white meat in culinary terms, because it is pale in color both before and after cooking, it is (still) classified as a red meat by the US Department of Agriculture. So you can see how language can be used to blur the lines as much as reveal them.

This is true in branding. It’s also true in revolutions.

The language that has emerged over the past several days and weeks of protesting police misconduct has centered around three impactful words: “Defund the Police.”

Strong idea.
Not a great choice of words.

And we need to rethink it, because people can (and will, especially for political gain,) easily misconstrue the WORDS to conjure up alternative ideas that are likely contrary to the intent of the message.

The IDEA of “defund the police,” is rooted in what many see as a history awash in abject racial inequity as it relates to policing. But read carefully: “defund” is neither a social construct, nor a racial one. It is an economic concept. Sure, we can talk about the steady escalation of local taxes and state budgets around policing: more funds for newer technology, vehicles, weapons and tactics that create what looks like a more “militarized” police force, even in Smalltown, America. But that’s not entirely why people are marching.

While a small percentage of people will stand behind the idea, I doubt that most protesters or demonstrating citizens would actually vote to actually defund the actual police with actual economic policy. But because the words themselves are not quite perfect, and so packed with far-reaching implications, it’s hard to have any constructive conversation around them.

What many people are expressing is that they want a hard reset. On race relations. On police use of force, especially against people of color. On political pressures and police union out-clauses that protect the uniform first, and then ask questions of any weight later. And mostly, they want to feel equally protected and equally served by their police. These are not conflicting ideals. These are complex collective emotions and they seem to be shared in this moment by more people than ever.

And yes, there should be a national dialogue around these issues. And there should be some time to reflect on everything that has transpired and brought us to this moment. And maybe there should even be a new approach to policing.

But words matter. And although “defund the police” expresses outrage and communicates its own #timesup with the current state of policing against a disproportionate number of black and brown Americans, it nonetheless sounds inflammatory and abrupt. It’s hard to unite around language that is inherently blurry.

When Martin Luther King, Jr. said “I have a dream,” he chose the words carefully. Even while he mused about people being judged “not by the color of their skin, but by the content of their character,” he simultaneously acknowledged that it was, at the time, out of reach of reality. By choosing “dream,” he communicated sheer possibility alongside the harsh reality of long, hard work to come.

And since words matter to me, I’ll offer these as an alternative to “defund the police.”

Reflect. Rethink. Retrain.

In my estimation, this is what demonstrators all around the country are actually clamoring for:

  • That we reflect on the choices that we’ve made, and the errors that systemic myopia can yield, from the Central Park Five all the way up to George Floyd. (And that’s just the very recent history.)
  • That we rethink what policing actually is, and more importantly, what it isn’t. In many ways, police are in less advantageous positions to protect and serve largely because they’re asked to do too many other things that may fall outside the purview of what “policing” actually is.
  • That we retrain police and the entire law enforcement ecosystem for the jobs they’re very good at, and move away from the “broken window” policing strategies of the 1990’s, which are at the heart of some of today’s core issues.

It may also require retraining of our own expectations – and responsibilities – as citizens around policing. As an object study, read what the Camden, NJ police department did, and how local activism and cooperation, along with de-escalation training and requiring officers to intercede if another officer was using inappropriate force, finally and positively changed an entire community.

There may not be perfect language for all of this. But we can start by avoiding imperfect, incendiary and inflammatory language that divides, misleads, and impairs our ability to collaborate on solutions.

Reflect. Rethink. Retrain. It may not be perfect, but it sure does make for a good chant from a crowd marching down Main Street, USA.

Playing through the pause: marketing never stops.

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There was a phrase that was popular in the late 20th century that advised “no one ever got fired for buying IBM.” It was a meme that implied you were making a prudent choice in your technology partner, because IBM was so ubiquitous and so darn reliable, you couldn’t possibly go wrong if you chose to pay the extra fees and engage with such an established leader. (And talk about a GREAT branding platform for IBM!)

Here in 2020, it appears there’s a new version of that old trope as it relates to marketing. It would read “no one ever got fired for being cautious during the COVID-19 crisis.” And if you look around, all you see are brands being cautious. Brands stepping back. Brands holding on to their marketing spend. Brands putting their agencies in lockdown “until further notice.” CMOs, VPs of marketing, brand managers, and other senior executives are in full wait-and-see mode, and some of them have quickly pivoted to warmer and fuzzier messaging platforms in the short term.

If you own or represent a brand right now, it’s likely that you or someone in your organization has ordered a “pause” on some or all of your marketing activity. After all, it’s expensive to “keep the lights on” an operation that isn’t (or can’t be) visibly returning results. And you’d be more than justified for being cautious and for demonstrating prudence with your precious budget.

However, you’d also be violating one of the immutable laws of marketing. And that is to find competitive strategic advantages over the other producers in your category. Hint: now is absolutely the time to do it.

While your competition is sitting on the sidelines, you gain zero ground by sitting on the opposite sideline. Competitive marketing never stops – even when it looks like all marketing has stopped.

Irrespective of your brand category, or what position you own in the category, here are six cornerstone marketing efforts you can put to work right now (without spending tons of money) to gain an edge on your competition:

Focus on or improve your core product/service
Can you add a key ingredient, or replace a less-than-desirable one in your product formulation? If you’re a more service-oriented business, is there a new policy you can put in place that would give you an edge over your competition? (Think longer warranty period, free upgrades, adding value in new or unorthodox ways.)  Put some structure on this.  Give it language.  Give it a name.  Start talking about it.

Add new products or extend your line
If you’ve ever thought about why you’re not gaining ground on your competitors, maybe it’s because you offer limited choices. Think about adding new flavors, new varieties, or new services to your practice. Hiring a new subject matter expert into your practice is almost the same as acquiring a new company, so consider how you can go “wider” in your business, and give consumers (existing or new targets) more opportunities  – and reasons – to interact with you.

Re-evaluate or re-negotiate your distribution deals
Following on the heels of having new products or an extended line, this is a great time to read the fine print on all your contracts. Especially your distribution deals. Can you get more lineal inches in your current deal? Maybe you can reduce costs in some way, since third-party resellers are taking it on the chin right now. They’d be hard-pressed to avoid losing your business, so take advantage of the opportunities while you can. It’s also a great time to hear proposals from new distributors or brokers or affiliates who are also innovating to stay relevant.

Do some research/learn more about what consumers really want (or who your consumers will actually be)
It’s very likely that consumer behavior will be altered in many ways as we either return to normalcy or forge whatever the “new normal” will look like. This is the crucible of competition – find out why consumers may have chosen a competitor over your brand, and see if you can accommodate their desires. Is it price? Is it a personal touch? Is it the ingredients? Is it your location? You’ll never know if you don’t ask, and paying people for their opinion right now makes you look magnanimous as well as appealingly curious.

Think about a new approach to your advertising
We’ve seen many brands pivot to a more “we’re with you” approach in the last several weeks, and it’s likely we’ll see even more message morphs in the coming months. But maybe it’s time for a new thousand-foot strategy. Maybe it’s time for a new tone. Or a new face. Or something classic and familiar. The point is to zig when the rest of your competitive set is zagging (or lagging. Or sagging.  Or gagging.  This is fun.) At the very least, you’ll get more attention, and that’s always a good thing.

Develop at least three strategic marketing plans for your brand
It must be said that no marketing strategist is ever right 100% of the time. So make contingency plans. The marketplace will be different, so make sure you have plans to address whatever those differences might be. For instance, it’s possible one or more of your competitors may fold. So have a talk with your bank (or investor group) and be ready to acquire at a favorable cost (if that makes sense,) or to at least swoop in and grab the lion’s share of that brand’s customer base. It may not be so rosy, so consider what some worse-case scenarios might look like, and script responses to those as well. With so many unknown variables, you can keep your team focused and motivated by creating pre-coordinated plans and putting them in place for virtually any outcome.

Stay in touch with all stakeholders
Speaking of all of this, it’s a great time to have renewed and refreshed conversations with all your stakeholders. Let them know that you’re thinking ahead, and thinking positively. Let them know that they may be called on to think outside the boxes of convention. And most importantly, let them know that they will play a role in kicking the competition in the teeth, and getting ahead when all this uncertainty is behind.

 

Coronavirus CMO Checklist

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As we’ve turned the calendar to another month of dealing with the uncertainty surrounding the COVID-19 pandemic, a lot of brands and agencies are wondering what’s next.  While many brands have pivoted to pandemic-related messaging (see a regularly updated list here,) most are taking a breath, and working hard to plan their next move(s.)

Believe it or not, this forced time-out can be an incredibly useful opportunity on many levels.  Whether you’re the CMO of a global brand that spends millions or an owner/manager of a small to medium-sized business that’s trying to edge out your competition on a regional level, this may be the best time to evaluate your brand and make structural moves to re-position it for success when the world wakes from its medically-induced commercial slumber.

Here’s a quick dos and don’ts checklist of items to consider while we’re all waiting for the refs to say it’s time to get back in the game:

ON POSITIONING

DO reinforce your strategic position, whatever it might be. If you’re the low-cost leader, then now is the time to forage for ways to maintain and even strengthen that position, perhaps by having new discussions with suppliers and distribution agents.  More importantly, if you don’t have a strategic position (or perhaps don’t know exactly what yours is,) you’ve now been given the gift of several weeks and even months to figure one out.  Huddle with your team – or better yet, a consultant or agency – and learn how to articulate who you really are in ways maybe you haven’t before.

DON’T waver.  If you do have a position and it helps the consumer/customer understand what makes you different, do not veer from your course.  You might hear of brands trying to “strategically pivot” into new areas and try to replicate what competitors do in an effort to grab short-term revenue gains or “narrow their gap.”  We’ll probably see a LOT of price manipulation once the markets begin to wake as competition for consumer attention will spike – but don’t be tempted.  If your position is built on quality, or prestige, or speed, or technology, or safety, or any other attribute that you can effectively “own” in the mind of the market, stay the course.  The consumer segment that desires your position will be more motivated than ever to seek it out when this is all over.

ON STAYING IN TOUCH

DO stay in touch with consumers/customers and stakeholders of all kinds. Be a friend in some way.  Be a lifeline if you can.  One of the most compelling aspects of this pandemic is the psychological toll it’s taking on people from all walks of life.  Routines are disrupted.  Rituals interrupted.  And we cannot forget that brands represent constancy and normalcy for so many Americans – perhaps the only two commodities that are in shorter supply than toilet paper. As long as your brand is reminding consumers that you’re still there, and will continue to be there to support them with what they expect of you, you should come out of this national hibernation in pretty good shape.

DON’T brag.  Even if you’re doing the most amazing things right now in your community or in your industry, no one wants to hear how great you are.  Do what you can to serve in this crucial time, but do those things quietly and let the results speak for themselves. Grandstanding is not a good look in a crisis.

ON ADVERTISING AND STAYING VISIBLE

DO advertise if it makes sense and you have something valuable to say. In my last post, I advocated strongly for advertising, and provided several reasons why it’s more important than ever.  I continue to recommend that you stay visible and adjust your messaging to take the current consumer environment into account.

DON’T disappear.  Find ways to stay relevant, even if you’re conserving major expenditures (like media costs.) This is a great time to get more social, expand or enhance your app, send timely email updates and so on.  AND DEFINITELY DO NOT use your advertising presence to take shots at competitors.  You should notice that there’s no “feuding” going on now, even among the largest brands.  No cola wars.  No chicken sandwich smackdowns.  Competitive advertising in the current climate is not only a waste of valuable ad dollars, it’s in poor taste. Consumers are paying rapt attention right now, so behave with your brand as though momma was watching you.  ‘Cause she kinda is.

ON PLAYING THE LONG GAME

DO be prepared (financially and otherwise,) to ride this situation out well into 2021.  It’s clear that some brands will falter during this time as consumers are also re-evaluating their priorities and allegiances.  Staying true to your brand ethos (and reinforcing/refining your position, see above,) can a.) cement the relationships you’ve already worked so hard to forge and b.) make you look darn attractive to those defecting from other brands.

DON’T rush your expectations.  Although confidence is virtually nonexistent at the moment, consumer motivation will be high and will likely surge for many months as the commercial rebound begins.  Expect a tentative but large wave of consumers re-entering the market with fresh perspectives and open minds.  Rushing to grab profits and short-term gains (in an attempt to recoup some recent losses) may preclude your brand from the much more substantial rewards of sustained success and new fans.