Post by account_disabled on Mar 11, 2024 0:31:03 GMT -8
Choices and prioritize certain options over others. For example, when our lives are extremely busy and our son's baseball coach schedules an extra practice, the importance of cooking from scratch is diminished. But when those pressures disappear, our desire to spend hours in the kitchen becomes Spain mobile number list More important. There are also ethical implications to our changing decision frameworks. Psychologists use the term " ethical fading " to describe how the ethical consequences of a behavior are removed from a person's decision making. When customers care more about getting a cheap cheeseburger and milkshake than about the fair treatment of a company's workers, the ethical aspects of that purchase influence their choice less. But in a crisis, when our focus is on survival, the ethical implications of each decision become more palpable.
Suddenly, our decision framework prioritizes honesty, compassion, and kindness over self-gratification. These changes require brand communicators to think about their work very differently. A manual for marketers as customer values have changed, marketers must adopt a new set of guidelines to extend their brand promise, remain contextually meaningful, and maintain trust during this period of uncertainty. Here are some recommendations, along with examples of the best leading brands. Lead with your values . Right now, customers are looking for reasons to trust your brand, not clever marketing tricks.
Your most effective arguments will demonstrate an alignment between your company's core values and the values that customers admire. Earn their trust by showing that you live by your values even when the world is uncertain. Best-in-class example: ford motor company , built to lend a hand , built for right now . Reduces the production value of your ads . This is not the time for big-budget ads, which may seem superficial and possibly removed from the financial difficulties many people face. When people are struggling to pay bills or worried about losing their job, they're more likely to connect with brands that keep it simple. Best-in-class example: cottonnelle , #shareasquare . Focus your messages on the actions your brand takes to help others . Wunderman thompson research reveals that 92% of customers admire the actions companies are taking to stop the spread of coronavirus.