Monika’s Musings

miscellaneous tidbits on marketing, advertising, and life in general

Crisis creative

February26

There has been a lot of talk recently on how to change a brand’s advertising strategy during times of financial crises. I’ve been hearing the term crisis creative a lot these days …

A professor of mine once told us a really cool story: he asked one of his colleagues who was a marketing manager for a huge company how does he succeed in putting out the greatest and most effective ads especially during times in which customers change so often. The guy replied: Most of the people look at what’s changing and try to use it in advertising. I look at the values that never change and use them in my communication with customers.

I happen to think this is one of the wisest opinions I’ve come across. Especially in times of crisis when people a reconsidering their priorities, one needs to address the values which nobody will ever abandon. Here, I just saved you thousands in research money :)

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