We can safely say that the changes are visible and here to stay for the foreseeable future
Looking at the behavior both worldwide and small, domestic brands, we saw a lot of fast adaptation and change of campaigns. We also saw a lot social conciseness in communication. Keeping on the track of awareness, listening and responding will certainly keep the good relationships of brands/companies and their stakeholders – both internal and external.
What will the development and communication of brands look like in the conditions of the “new normality” and what will change the most?
Big crises often lead to permanent changes, we call them the ‘new normal’ now. Economic, social, political, and cultural spheres are redefined in times of difficulty,
In the case of COVID-19, we have already begun to see significant changes—which may or may not become permanent—in diverse sectors such as remote work, e-commerce and delivery, travel, consumerism. It will be interesting to see what will stay and what will return to the ‘old normal’.
Communicators are experiencing a pattern shift, with increased levels of engagement, connectivity, activism and, above all, a higher valuation on transparency when building reputations. We have to look at several factors and as communicators – we have to engage and listen to our public.
How to respond to the new needs of the market and consumers, which have changed permanently and how to find a balance in communication?
We have witnessed in the development of social media and digital communications that the market and our public can engage in a two way conversation. Listening was always the key factor to communication, so I would say the answer lies in that fact- we have to listen before we can speak. Modeling our messages and communication to what we hear and what the market needs.
To find the fine line of not overdoing it, observing the effect of our actions will give us a perspective of how much we actually need to communicate without being intrusive, without exaggeration. Empathy and understanding have taken a new dimension in today’s communication and are of key importance to our business. Or any business.
“In this “Era of Truth,” consistency and genuine engagement must remain a key part of our communication strategy”
What changes in brand communication has the crisis led to and how has it will affected companies to make a turn in their performance?
The presence of brands and companies if taking into considerations all factors and change in the future should be in response to the need of the markets and target groups. However, the values and goals should be clearly communicated and implemented in all brand and corporate activities. The authenticity and truth of a brand is what will be most important.
What has the situation shown, are the brands vulnerable and has the trust been broken?
I would not say that there was a breach in brand trust. Looking at the behavior both worldwide and small, domestic brands, we saw a lot of fast adaptation, change of campaigns, we also saw a lot social conciseness in communication. Keeping on the track of awareness, listening and responding will certainly keep the good relationships of brands/companies and their stakeholders – both internal and external.
In today’s age, cancel culture has become wildly spread and happens overnight. You have to be careful what you say, where you say it and to whom you say it. Taking into consideration everything I mentioned above, you can strengthen your relations with your community and continue growing and communicating your brand. You can not fake the truth.
What are your forecasts, how the communications market will look like in 2021?
In this “Era of Truth,” consistency and genuine engagement must remain a key part of our communication strategy. Much more than before the communication of both brand and corporate segments will be important and crucial.