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I co-animated a webinar with Shlomi Ron at the start of the pandemic. Branding in times of covid is challenging but necessary to maintain communication with customers. We demonstrate how using the storytelling technique, choosing the appropriate brand archetype, and conveying a human message, set brands apart. More importantly, brands are demonstrating that they care and not abandoning their clients.
April 16, 2020
Storytelling Expert, DFY Consulting
CEO, Visual Storytelling Institute
VIRTUAL COFFEE WITH
Visual Storytelling Institute
● What is brand/visual storytelling?
● Why is storytelling important in these times?
● What are brands doing today? The Good, the Bad and the Ugly
● Actionable tips
WHAT WE’LL COVER
“Visual Storytelling is a marketing strategy that leverages compelling narratives,
placing your customer at the heart of the story, staged with an emotional visual
media experience and effectively distributed across your buyer’s journey – in
order to empower customers’ lives and drive business results.”
CEO, Visual Storytelling Institute
WHAT IS VISUAL STORYTELLING?
WHY SHOULD WE STORYTELL IN THESE TIMES?
Crisis or no crisis, our brains crave stories.
“A third of our lives spent daydreaming in a positive or
negative way, writing stories in our head.”
Author “The Write to Happiness: How to Write Stories to Change Your Brain and Your Life”
“The only time we stop flitting from daydream to
daydream is when we have a good story in front of us.”
Former editorial assistant for FAST COMPANY
71%of respondents said “they perceive that if a brand is putting profit over
people, they will lose trust in that brand forever”
77%said “they want brands only to speak about products in ways that show
they are aware of the crisis and the impact on people’s lives.”
-March 26th study by Edelman
WHAT DO PEOPLE WANT THESE DAYS?
WHAT DO PEOPLE NEED THESE DAYS?
Maslow’s Hierarchy of Needs
To every brand a
To every personality, an
- The Teacher
- The Hero
- The Caregiver
HOW ARE BRANDS STORYTELLING
CAUSE MARKETING - KEY TRENDS
Pure play money donation
● Vicks, a family of cold
and flu brands donated
$1 million to Direct Relief
● Jack Dorsey, founder of
Twitter & Square vows to
donate $1 Billion to fight
● TikTok is donating $375
million to COVID-19
Product line change
● Mercedes F1 provided
breathing aid as
alternative to ventilator
● Designer brand Ralph
Lauren and Brooks
Brothers to produce
masks and gowns
● Anheuser-Busch to
produce hand sanitizers
● Fiat Chrysler to start
producing 1 million face
masks a month
Utility & AgilityGenerosity
● Popeyes gives free Netflix
passwords for orders
● Coursera giving out free
course access to
● Little Caesars donates
1m pizza + “Pie It
Forward” to Local
Hospitals, Police Stations,
and Fire Departments
POPEYES - CAUSE MARKETING
From: Asking people to stay safe at home
To: Helping people stay safe at home
Brand archetype: The Magician/Jester
Will the brands exhaust the messaging strategy of being human first?
Will ads and stories visualize Back to business?
Will Remote working ads become the currency?
Are we in for a long and difficult 2020-21?
#1 Consumers will be poorer or feel poorer. → Frugality and caution
RECO1: Storylines should continue reassuring consumers, holding their hand in a “we’re going
to get through this together”.
Necessity stores and value brands stores will continue to be the only active businesses with
low cost structures such as Wal-Mart. A strong dependency will develop based on necessity
#2 Consumers who usually travel the extra mile to go to their preferred store may have switched loyalties
because of the virus.
RECO2: Storytelling should continue in those times to nurture that newfound loyalty. As a
result, when the confinement is lifted, the consumer will remain a client.
#3 As consumers will slowly build a routine around this New Normal confinement, they will pick up their e-
RECO3: Online brands should anticipate and prepare their content strategy in light of those
days. In fact, they should start right away, as a warm-up exercise.
ASSUMPTIONS AND RECOMMENDATIONS