Someone screwed up big time on the term. What they probably meant was ‘Physical Distancing.’
That’s because we’re social nuts, and there will be no distancing. We need one another. We will find a way to connect. Covid or no Covid.
Which might explain the phenomenal success of chatting apps like Duo and Houseparty. You see, we’re not satisfied texting and talking to each other. We need to see each other.
And we need to exchange stuff with each other.
Everything from baking recipes to bad jokes, baby pictures to bloopers, bodybuilding tips to Bollywood goss - and that’s just under ‘B’.
What you’re not likely to find under ‘B’ though is Brands. Because, frankly, most brands
don't see people as people, they see them as consumers.
So, perhaps it's only fair that people should see brands as salesmen and shoo them off at the door (instead of inviting them in and cracking open a few beers).
But it doesn’t have to be that way. Especially at a time like this, when brands really need to up their social skills and connect with people, displaying not just cleverness and ingenuity, but also sincerity and sensitivity.
Bonhomie can be very good for business.
The first step is to help your brand regain lost ground. What has been the impact of the pandemic on your business? How has it affected your brand? Where do you figure in the new set of consumer priorities? What are the immediate creative solutions that can help you reconnect with hearts, minds and wallet?
The next step is to unmask trends in the new normal. Where could your business find fresh opportunity? How will you now drive business? Does it need a change in product strategy?
Can some of your products be repurposed, if necessary, to meet new priorities? How can you optimise your marketing channels?
It’s a whole new consumer out there. And it’s absolutely imperative that your brand reconnects with people meaningfully and purposefully. How do you reinvent your brand in light of new cultural beliefs, behaviour patterns and purchase cycles? What should you mean to people, as both a business and a brand? Where do you fit into their lives, in the new scheme of things?
Ideas come in all shapes and sizes, and you’ll need all of them. Working together as one. Across all touchpoints. Because, one, the ingenuity needs to be consistent. And, two, because you never know which idea is going to knock it out of the park for you.
Maybe it’s going to be the packaging. Maybe the film on TV. Maybe the engagement idea on social. Maybe the online store experience. Maybe all of them.