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Pulling together

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Togetherness

Togetherness is a strong and positive behaviour that has emerged from the coronavirus pandemic. Families, friends, neighbours, communities, strangers, world leaders, countries, competitors, businesses and brands are all pulling together.

Focussing specifically on businesses and brands, we can see they are sending messages of support and togetherness to their customers, clients, suppliers, partners and the world in general; all trying to offer some sense of normality. And this mindset around togetherness is encouraging a great degree of creativity in terms of how they are responding and communicating; many offering new services and ways of operating as a result. From Nike supporting those in total lockdown with exercise and play at home, to LVMH who have switched their production lines to make hand sanitiser rather than perfume.

There are many, many more examples from brands around the world, and I’m sure more will continue to emerge. The World Federation of Advertisers has created this COVID Compendium for Global Marketers. It takes a concise look at various actions and initiatives brands are taking around the world neatly categorised under the 6P’s of marketing; People, Promotion, Product, Price, Place and Partners.

In the spirit of pulling together, what initiatives might these brands’ actions inspire for your business?

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