It’s already obvious that the coronavirus outbreak has extremely affected economic and business spheres. However, brands have different reactions to this global crisis. Some companies are looking for ways to survive and change their marketing strategies in order to align with new tendencies (our recommendations on how to save your business during the pandemic are here ); some are willing to make a contribution and to somehow help others; while some are considering methods to profit from the crisis.
We don’t think that thriving on other people’s misfortunes is the best decision. We believe that maintaining and redirecting our own activities, along with assisting and supporting others, are the most optimal tactics to stand against this trouble. Only together we can overcome the global crisis.
Brands express their solidarity
As far as you know, due to COVID-19, people are called to keep social distance as much as possible. It means standing a minimum of 2 meters apart from others to reduce the risk of infection. And it is how a new idea among the largest companies appeared. Recently, famous brands started using their logotypes in order to demonstrate empathy. They changed their brand names writing, placing additional spaces between letters or emblems. The so-called temporary “social distancing” logo has become a new trend. Such worldwide famous brands like McDonald’s, Coca-Cola, Audi, Volkswagen have already applied it in practice.
Google is expressing its gratitude to everyone who helps stop the spread of the virus by adding a heart symbol to their logo, “Today, we’d like to say: to all the public health workers and to researchers in the scientific community, thank you.”
Additionally, some brands add inspiring and empathetic slogans, like “staying apart is the best way to stay connected”, “keep distance”, and “thanks for keeping your social distance”.
Other brands use emoticons wearing facemasks, some companies put out messages encouraging people to practice proper hygiene, etc.
Nike had closed some of its shops and initiated a campaign encouraging “to play inside”.
Can “social distancing” logos provide meaningful help?
But can brand name change somehow help in the fight against the virus outbreak and its consequences? This question arises when one starts thinking through the current situation. It is a serious matter, people are suffering and dying, businesses are bearing losses, the global economy is at risk; whereas companies with big funds, just go through the expense of redesigning their logos. The brands in order to justify themselves, state that this move is aimed at warning and reminding of necessity to observe this simple but effective rule that can even save a life.
There is no doubt that all these steps are creative, sound, and supportive. However, now is not the time to work on ways to deliver some messages or express solidarity, but it’s high time to be useful and to offer real help. Let’s look through the meaningful actions and the real assistance provided by brands. Perhaps, the following moves are not so demonstrative as logo redesigning, they are less noticeable, but still, they become a major contribution to global problem-solving activities.
What can be really helpful?
Gap Inc. and some other retailers announced to start using their factories to manufacture personal protective equipment (facemasks, gowns, scrubs, etc.) for hospital employees.
Givenchy and Dior started to produce hand sanitizers for medical staff in France.
CVS Health started to recruit dismissed workers from Marriott and Hilton.
In addition to brand name changes, Coca-Cola in the Philippines took a real step towards meaningful contribution, they redirected their ad budgets to relief support.
A lot of other companies offered to use their warehouses, malls, and factories for the manufacturing and distribution of medical supplies and equipment. Some manufacturers handed out free fabrics and materials to make masks, facial shields, straps, etc.
Charities and donations are also very helpful during the pandemic. Brands contribute money to recovery and research efforts, donate products to hospitals and medical staff.
Even tech companies are making their contributions. Some of them temporarily turned away from creating new tools and started to optimize the existing ones to meet current “coronavirus” demands. Some online meeting platforms (Zoom, GoToMeeting) started offering their services for free during the quarantine period.
Apple has launched a screening tool, including queries about COVID-19. Google created a new site to educate users on everything related to coronavirus. Additionally, a lot of tech efforts are directed towards the struggle against fake news and disinformation about coronavirus events and stats.
Everyone can provide assistance; to get over the crisis all we need is awareness, particular actions, or funds. For example, why not redirect ad committed budgets towards problem-solving activities? Let’s unite our efforts to save our world!