{"id":5308,"date":"2021-02-22T16:09:57","date_gmt":"2021-02-22T16:09:57","guid":{"rendered":"https:\/\/digitalmarketinglanzarote.com\/marketing-in-times-of-crisis-chapter-03-what-happens-to-brands"},"modified":"2025-01-21T20:54:43","modified_gmt":"2025-01-21T20:54:43","slug":"marketing-in-times-of-crisis-chapter-03-what-happens-to-brands","status":"publish","type":"post","link":"https:\/\/digitalmarketinglanzarote.com\/en\/marketing-in-times-of-crisis-chapter-03-what-happens-to-brands","title":{"rendered":"MARKETING IN TIMES OF CRISIS &#8211; CHAPTER 03: WHAT HAPPENS TO BRANDS?"},"content":{"rendered":"\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">In previous chapters we saw what a crisis is and what happens to consumers in times of crisis. Today it is the turn of brands   <span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t4f\/1\/16\/1f447.png\" alt=\"\ud83d\udc47\" width=\"16\" height=\"16\"><\/span><\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">\ud835\udc02\ud835\udc00\ud835\udc0f\ud835\udc08\ud835\udc13\ud835\udc14\ud835\udc0b\ud835\udc0e \ud835\udfce\ud835\udfd1 &#8211; \ud835\udc10\ud835\udc14\ud835\udc04 \ud835\udc0b\ud835\udc04\ud835\udc12 \ud835\udc0f\ud835\udc00\ud835\udc12\ud835\udc00 \ud835\udc00 \ud835\udc0b\ud835\udc00\ud835\udc12 \ud835\udc0b\ud835\udc00\ud835\udc12 \ud835\udc0c\ud835\udc00\ud835\udc11\ud835\udc02\ud835\udc00\ud835\udc12 \ud835\udc04\ud835\udc0d \ud835\udc13\ud835\udc08\ud835\udc04\ud835\udc0c\ud835\udc0f\ud835\udc0e\ud835\udc12 \ud835\udc03\ud835\udc04 \ud835\udc02\ud835\udc11\ud835\udc08\ud835\udc12\ud835\udc08\ud835\udc12?<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">As we saw in chapter 2: in times of crisis, consumers change their behavior, including their purchasing behavior, and become much more sensitive to a number of issues. And that is why it is essential for brands to understand how the behavior of their regular customers is changing, and what business opportunities may arise with other potential customers as a result of this change in behavior. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">For this reason you will have noticed a number of changes in the type of communication from brands during 2020 (or at least the brands that are still selling):<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  Their communication is more empathetic: they try to connect with their consumers and show the most human side of their brand. A good example of this are all the videos with messages of love and support that they made during the confinement. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  They strive to be relevant: they not only try to connect, but to convince consumers of what their products and services need with an argument based on what need they meet with what they offer. Now more than ever, brands have to show that they are useful to consumers. <\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">In addition to these two axes of communication they have to:<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>Be and show that they are more efficient, optimize resources and show us how this can report in something positive for consumers.<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\"><span class=\"pq6dq46d tbxw36s4 knj5qynh kvgmc6g5 ditlmg2l oygrvhab nvdbi5me sf5mxxl7 gl3lb2sf hhz5lgdu\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/static.xx.fbcdn.net\/images\/emoji.php\/v9\/t51\/1\/16\/1f449.png\" alt=\"\ud83d\udc49\" width=\"16\" height=\"16\"><\/span>  Be timely: you have to be able to identify changes in the needs of your market and adapt fast, fast, fast!<\/div>\n<div dir=\"auto\"> <\/div>\n<\/div>\n<div class=\"o9v6fnle cxmmr5t8 oygrvhab hcukyx3x c1et5uql ii04i59q\">\n<div dir=\"auto\">Quite a challenge that brands are facing, don&#8217;t you think? And as all challenges are faced with trial and error&#8230; so in the next chapters we will see the 3 most common mistakes of brands in times of crisis.  See you soon!<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[50],"tags":[],"class_list":["post-5308","post","type-post","status-publish","format-standard","hentry","category-marketing-in-times-of-crisis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing in times of crisis: what happens to brands?<\/title>\n<meta name=\"description\" content=\"In this article we analyze how brands respond and communicate in times of crisis. 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