Time for everyone and all brands to show their altruistic side
Don't let Coronavirus grind us all down. Everything is overwhelming right now and we are all in this pandemic together yet every single one of us can make a difference. Here are a few inspirational examples of how some thoughtful people, companies and brands are stepping up and helping out.
Show your understanding and appreciation
If as individuals or organisations we don’t have the specialist skills to support NHS front line staff, then the least we can do is to follow our government’s instructions. This will save lives as well as reduce the burden on key workers like supermarket employees and all the hardworking and hidden in the supply chains. The very least we can do is show our appreciation by clapping for our carers at 8pm #clapforourcarers.
Helpful companies and brands will thrive
In the most difficult of times it is the most helpful companies and brands that will thrive in the long term. Some companies and individuals have been profiteering, like the UK doctor selling ￡2.5 million worth of overpriced COVID-19 testing kits in one week, or the sports retailer who hiked the cost of keep fit products just as we are all confined to our homes. They will be judged by consumers with long memories and the choice about where and how they spend their hard-earned money in the future.
Gtech - From vacuums to ventilators
Images credit: Gtech
Based in Worcester, Gtech specialises in making cordless vacuum cleaners and garden power tools and responded to the government’s request to create a ventilator in two weeks. To help in the battle against COVID-19, they are making design details of a medical ventilator public.
Owner, Nick Grey says that “We designed the ventilator entirely from parts that can readily be made from stock materials or bought off-the-shelf and can be made by almost any engineering and manufacturing company”.
Living with worry and anxiety amidst global uncertainty
One of our clients, Psychology Tools has just published a free guide to “Living with worry and anxiety amidst global uncertainty” in 20 different languages (up from nine at the original time of writing), for anyone to use and to share it far and wide. Written by Clinical Psychologists, Dr Matthew Whalley & Dr Hardeep Kaur, it is a self-help tool, and could make a real difference to anyone who is particularly worried and anxious at this time.
The company has been overwhelmed by the offers to translate it. If you're interested in translating to your language, just get in touch with them.
Neptune - Enjoy the four walls you know best
Image credit: Neptune
Neptune is a home accessories and furniture brand and sells through stores that feel like homes and also on-line. Positioned as an aspirational brand, with quality products and services, they have a wonderful ethos and a warm tone of voice.
I recently received a very thoughtful email with suggestions for how we could enjoy the increased time we are spending at home. The email started, “So whether you’re working from home, attempting to keep your family entertained or trying to maintain a bit of normality, we’ve gathered together some of the best things we’ve spotted recently to help you enjoy the four walls you know best”.
Coca-Cola - Staying apart is the best way to stay united
Image credit: Coca-Cola Company
Coca-Cola has spent some money in Times Square in New York to advertise social distancing with the line, “Staying apart is the best way to stay united”. A company spokesperson says,
“As we all adjust to these very different circumstances, we will focus our efforts on how we can make a difference to our consumers, customers and communities in the weeks and months ahead.”
Is it the end for Corona beer?
Photo by Hannes Richter on Unsplash
This pandemic has affected sales of Corona beer for Anheuser-Busch In Bev, the manufacturer of the Mexican beer. Let’s hope that sales of some of its other alcohol brands will make up for it. I wonder whether they are considering re-positioning or re-naming it. Who remembers the UK based contract caterer, Gardner Merchant (known as GM), adopting the name of parent company, Sodexo, in the face of the launch of ‘Genetically Modified’ foods in 1995?
So what can you and your brand do in the short term?
Firstly, think about all the people you can help. Whether they are key workers, self-isolators or those still going out to work. Establish what they are concerned about and their specific challenges. Then make a list of helpful, useful and free things you can give away that could make even a small difference to them. Remember, there is nothing wrong with including your brand name.