Therefore, during a time like

[fomayof928@mowline]

It is time to (re)expose the founding values ​​that underpin companies and communicate and adapt them to this stormy situation. Yes, but how? I would like to return to the title for a moment: “The brand in the time of Coronavirus” . I would like to take up again one of the books I recently read, “ The brand Gap ” by Marty Neumeier, in which the author's definition of brand is the following: “A brand is a person's gut feeling about a product, service, or company” , and that is “a brand is a deep feeling that a person has about a product, service, or company” .


Therefore, during a time like Coronavirus, companies need australia phone number list to be able to answer the following question: “What should we do and how should we communicate to establish that deep feeling of connection with people?” “Creativity arises from the tension between spontaneity and limitations” (Rollo May). Yep. On a creative level, it is in difficulties and limitations that the irrational component of our brain is most stimulated. And several companies have already amply demonstrated this on an expressive, artistic and experiential level.


Logos that tell stories Have you already read the article I wrote a month ago on “How to evaluate a logo?” ? Here, I was telling you how important a logo is in identifying a brand and its specific values. By revisiting distinctive and recognizable visual elements, some brands have decided to adapt their logos to the global lockdown situation to encourage responsible behavior . The brand in the time of coronavirus For example, McDonald’s Brazil broke the historic “M” of its logo to promote safe distancing.