“COVID has brought with it a different and unfamiliar set of brand management issues that must be addressed with a global conscience and tact…without sounding like a bad TV movie.” – Dean Perrine – EVP, Account Based Marketing & Client Strategy, JSA
“It is important to be clear on what your company and/or brand stands for. Take a position, be authentic, stake your claim and then incorporate this into your messaging, consistently.” – Barb Mitchell – EVP Strategy and Global Markets, JSA
Earlier this month, JSA executives Barb Mitchell and Dean Perrine shared their expertise with a global audience who tuned in to participate in the Datacloud Global Borderless virtual conference. The event, previously planned for the same dates in Monaco, adapted to a virtual format, like so many other events in 2020. Opening the session under the topic of “Marketing Best Practices During a Global Crisis,” Mitchell and Perrine shared insights and examples of the marketing pivots that the JSA team had worked through with over 30 clients in the data center and telco space in recent months.
Perrine kicked off the session by discussing how the current global health crisis is vastly different from any other corporate crisis. Therefore, even companies with the most well-thought-out crisis management plans have been left to pause, wondering what the best way forward will be for their business.
“COVID has brought with it a different and unfamiliar set of brand management issues that must be addressed with a global conscience and tact,” Perrine commented. “There are ways to continue your brand advancement and do so in a measured and appropriate way. You’ll need to dig deep and find your brand and public purpose – without sounding like a bad TV movie.”
Some of the other areas they explored included the importance of knowing your audience, how to choose the right channel and the importance of tone. The duo also referenced important data to illustrate how the digital landscape provides a vast and growing audience, one that is critical to consider when building brand engagement. Most importantly, though, they suggested now more than ever it is important to humanize your brand, and be authentic in purpose and action.
“It is important to be clear on what your company and/or brand stands for,” Mitchell commented. “Take a position, be authentic, stake your claim and then incorporate this into your messaging, consistently.”
Key issues and tactics discussed during the presentation, include:
- Brand Perception & Management
- Audience & Outreach Channels
- Messaging Strategy & Tone
- Digital Advertising & Event Strategy
- Account Based Marketing (ABM)
- Strategic Pivots (Case Studies)
The pair ended the session by noting that a company and brand origin story is personal and unique, but it wasn’t born in isolation. It began as a public purpose, a product or service produced to help or support a person, community or industry. It’s this purpose and message that must be tapped in times of crisis. And it’s a guide to protecting and exercising brand strength.