{"id":39023,"date":"2020-10-20T15:38:32","date_gmt":"2020-10-20T07:38:32","guid":{"rendered":"https:\/\/zegal.com\/?p=39023"},"modified":"2023-11-16T20:36:08","modified_gmt":"2023-11-16T12:36:08","slug":"brand-strategy-as-compass","status":"publish","type":"post","link":"https:\/\/zegal.com\/en-sg\/blog\/post\/brand-strategy-as-compass\/","title":{"rendered":"Use Your Brand Strategy As Your Compass During Extraordinary Times"},"content":{"rendered":"
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By Inqova<\/a><\/em><\/strong><\/p>\n

According to the 2020 Gartner Annual CMO Spend Survey Research, more than one-third of CMOs are making brand strategy their first priority. Last year, it was placed at the bottom of that list – what changed?<\/h5>\n<\/div>\n
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\u200d<\/em>As a result from COVID-19 and various global social movements, consumer behaviour is changing, and companies are cutting back from traditional paid advertising. Uncertainties make people hesitant in making non-essential purchases, so it\u2019s less effective for companies to advertise when people aren\u2019t willing to pay.<\/p>\n

This leads up to what we want to focus on today<\/p>\n

\u200dhow do you stay relevant during turbulent times?<\/strong><\/p><\/blockquote>\n

<\/span>By adopting brand-driven advertising and campaigns as your brand strategy.<\/span><\/h3>\n

As a company, you can do this by\u00a0communicating what your brand stands for<\/strong>, and\u00a0your commitments<\/strong>\u00a0that are related to the current situation.<\/p>\n

A great example of how this type of balance between staying relevant and reinforcing brand identity is achieved is by Apple. They released a video during the midst of the pandemic, and called it \u201cApple at Work from Home\u201d.<\/p>\n

It resonated with a lot of people and became super relevant, as people can relate their own work from home experiences as a result from the pandemic.<\/p>\n

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