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Home » Marketing Involving Covid-19 Can “Harm the Brand,” States Adweek Story

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Marketing Involving Covid-19 Can “Harm the Brand,” States Adweek Story

by | Oct 19, 2020

Real Talk Insights conducted a study looking at how people are responding to ads that include Covid-19-related messaging, reports Adweek, and more than 60% of those responding “felt it was still great to see this type of response from brands, while more than half (55%) felt brands were pandering and 44% felt that all the ads blurred together and looked the same. And while many are largely indifferent about these types of ads, almost three-quarters (70%) couldn’t recall any brand’s specific response to Covid-19.”

“Marketing around Covid-19 is a double-edged sword. Done right, it can improve brand loyalty and purchase intent. However, if it’s seen as perfunctory or disingenuous (and over half of it is), it can actually harm the brand,” said Brian Dunbar, head of U.S. at Real Talk Insights.

“Ultimately, as with most areas of marketing, if it isn’t an authentic effort, consumers will know from the get-go and will be turned off by it,” added Adweek.

More here.

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Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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