The past few days have brought us doubts, anxieties and learning that we never thought we needed. As much as history is cyclical, the truth is that we have no memory or experience of a similar time. Policy-makers and experts try to quantify the results and the probabilities of their options with the data they have and we monitor uneasily on a daily basis. A bug just visible under the microscope came to turn a civilization upside down. Soon we, who rarely get shaken.
We live so intensely, in a hasty routine, that we don't allow ourselves to stop. But a few days ago we woke up
and everything was different: we started to have breakfast at home, away from public transport and the chaotic traffic of the second ring. Now the avenues are deserted, free from traffic. Senhor João is no longer at the grocery store and the beaches are empty. The weight of the world seems to have dissipated and only the essentials remain. We realized that we managed to be supportive. That we cannot take anything for granted and that it is really one day at a time. And this requires patience, because the unpredictable is always the most challenging.
The directive is clear: practice social isolation. However, we have never opened our doors as much as in the past few days – to our colleagues, bosses, customers, teachers, friends. Schedules are no longer a priority, because what we want most is to ensure that the world continues to function. That when the restlessness is over and we go out into the street, everything is still standing outside.
For now, we are at home experiencing the first pandemic in a digital age, permanently linked to cyberspace. And in a permanent attempt not to suffocate by the constant news that reminds us of our fragile condition. And marketing? How can it help? When companies have to pay wages, so that families can be fed, won't they do it much better with effective marketing? The truth is, yes, because more than ever, messages have to be transmitted properly. At this stage, when we are asked to live one day at a time, it is essential to look at long-term strategies. Because Covid-19 will pass and we will all leave breakfast at home. And when that happens and the customers return, will the brand be there, standing up? Have you set an example during the most difficult days?
Right now, companies have a rare opportunity to emerge from the crisis not only alive, but ahead. Keep the brand light on because the cost of retrieving it will always be much higher. Take care, take care of your brand and together we will overcome.
Opinion article by Nicole Ferreira, copywriter at Boost Your Digital (BYD)