On the contrary: Byron Sharp on why advertisers should not show up in times of crisis
Where Keith Weed was a strong supporter of brands showing up in Covid times a while ago – here is the contrary thinking from brand guru Byron Sharp. The author of „How Brands Grow“ is a strong supporter of the Coca-Cola strategy earlier this year and says it is a good idea to cancel all […]
A crisis of demand AND supply
Ad effectiveness legend Les Binet is doing a series on YouTube about marketing through the pandemic – survival, adaptation and recovery. The first Webisode is about learning from history. Just over 5 minutes and well-worth listening to. To see more click here Picture by Giammarco Boscaro from Unsplash
How Asics has shifted their strategy during CoVid
Japan based running brand Asics has swiftly adapted to new circumstances that included launching products via VR when Corona hit, moving physical experiences online, coming up with a solidarity campaign like #unitedyetunited, offering their Asics Studio excersice app for free and shifting their retail strategy to digital and doing extensive research via the community in […]
A more nuanced approach for marketers, please!
Les Binet, my very smart former colleague over at Adam&EveDDB in the UK has provided very valuable input for a paper from WARC on how brands can react to the crisis. There is a great short teaser read to be found for free as well – see the link below. Marketeers will be well advised […]