We’re moving deeper into uncharted territory every day. As we continued to grapple with the coronavirus pandemic and its economic fallout, outrage over systematic bigotry reached a breaking point in the United States.
As our society navigates these crises, people demand ever-greater leadership from the businesses they support. It’s imperative that marketers get it right — but it's so easy to get it wrong.
To offer a reassuring voice and a path forward in dark times, brands must connect with consumers on a human level and take meaningful actions and fulfill their promises.
Every crisis we weather presents an opportunity for connection and healing. Brand leaders that show they care deeply can reinforce trust, build loyalty and win over new customers. On the other hand, businesses that fumble or mishandle delicate messaging will suffer in the marketplace.
There are common risks for marketers during a crisis. They are all easily avoidable.
Long Story Short
Humanity and leadership in a crisis separate brands that thrive from those that fall.
ABOUT THIS BLOg
Marketing Sense is a blog series from Raja Rajamannar, Mastercard’s chief marketing and communications officer. Every month, Marketing Sense will bring you unique, original, relevant content to equip you with the knowledge that will keep you ahead of a rapidly changing industry. We’ll filter out the noise to focus on key marketing trends backed by new findings and support from thought leaders from across the trade.