BRANDS ARE SAVING THE WORLD

Trust is a big and may be the most important word as far as a Brand is concerned. Customers put all their trust on a brand, thinking the experience that they are purchasing, is worth of that. Point to be noted I did not say product or service rather I opted for the word “experience” because I believe days are gone when we used to sell products or services. We no longer do that; we are in trade of experience and by providing experience comes trust. The more trustworthy an experience, the more it will have visitors that’s the simple equation. But unfortunately, brands still are unaware of the fact or they simply do not pay a heed to that.

I apologize I was just trying to get your attention but the above mentioned is still true.

Coming to the current context, I do not need to update you all with the Covid-19 pandemic situations or numbers but I surely need to update you regarding what brands are doing. You may completely resent my thought process but to me, this is the bible. In the current context Brands are saving the world not the governments nor the politicians.

I am from Bangladesh and today, I will only talk about the Brands that are operating in Bangladesh. Since the beginning of the pandemic and till today, Unilever Bangladesh has been donating millions and millions of Handwash sachets, so that people can wash their hands, they have ensured that the access to hand-hygiene increases in Bangladesh significantly; and Unilever Bangladesh successfully did it without asking for a single penny.

One of the largest conglomerates of Bangladesh Bashundhara Group has already set up a hospital of 2000+ Beds with all modern facilities in a time of two weeks. If it were a government project then maybe it would have been taken under consideration in at-least 5 years and another 2 years would have been taken to complete.

A local tech giant Walton Group in association with Medtronic Group made several kind of ventilators which are now in clinical trial. Apart from that everyday they are feeding thousands of poor families. Another large local group AKIJ group has taken the responsibility of 50000 + families during this crisis. They are supporting them with ration and money. These are all their colleagues and families. (I hate the term worker).

Telecom operators Grameenphone and Robi both of them are working relentlessly to serve the people of Bangladesh. GP along with BRAC is running a campaign to feed 100000 families. Robi has been really exemplary they are running online idea hackathons and at the same time are providing AI and big data solutions to government to pin point Corona Spread.

Big corporations like Beximco and Square came forward and delivered thousands and thousands of free masks and PPE to doctors.

Retail stores Shwapno, Meenabazaar, Agora, Unimart and others ensured that all the groceries in stock are properly priced, they did not take advantage of the opportunity. They tried to maintain a healthy store space by embarking spaces, they also limited purchase quantity of essential goods that one can buy so that no one can hoard.

Initiatives Mission Save Bangladesh formed by brands like The Daily Star, Samakal and Sheba.xyz have accumulated 10-million-taka Fund, with which they have fed 5000+ Families, 25,000 + direct people and have disinfected almost 500+ areas, they also now plan to have a SME fund to support and bailout the SMEs of Bangladesh.

Apart from these, companies like Meghna Group of Industries, Abdul Monem Limited, ACI, PRAN, SMC, Banks, different NBFIs have contributed in huge number and are continuing to do that. Even small companies are also contributing to the COVID-19 cause.

Even insurance companies like Guardian Life Insurance and Green Delta Insurance Company are coming up with innovative solutions to cope up with the situations.

When all was quite at the western front - Bidyanondo, Ek Takar Ahar and BRAC spoke up. They broke the silence and kept on doing tasks that none of us could imagine implementing.

Certainly, brands are doing majority of these projects/initiatives in collaboration with government but all these years we acclaimed products/services from these Brands and now when we needed them the most they are not disappointing us. And I am sure that the situation is same all over the world. Brands have now taken the major responsibilities of saving the world. They have taken the responsibility of serving mankind and that is in kind not in profitability.