Last week, Fernanda Galluzzi, managing partner, and Igor Cardoso, planning director at Ana Couto, hosted the live stream “Propositive Purpose” about the importance of brands doing more, placing purpose at the center of their actions, and positively impacting the ecosystem. We are living in a world VUCA squared. It seems that all the volatility, uncertainty, complexity, and ambiguity we were already experiencing has accelerated so much that scenarios can change radically from one day to the next, or even within the same day.
In this context, how can and should brands act? How to distinguish opportunity from opportunism? How to maintain consistency and build relevance during a crisis?
From the rich conversation, full of examples, some key points stand out, which have even served as a kind of guide for working with the agency's clients.
1) The brands They are, they do, and they speak.. And just like with people, it's inconsistent to do or say something that we're not. For that, it's necessary to be aligned with purpose and personality. (Remember that purpose is the union of what we do best – our talents – with what the world needs.).
2) Purpose brings agility.. If a brand has a clear role in the world, aligning its potential with what the world needs in times of crisis – without opportunism – becomes an almost intuitive, as well as legitimate, process.
3) How to use the 3 Waves of Branding (Ana Couto agency's proprietary methodology) for building brand value:
Wave 1: Hard selling, selling. In times like these, it's out of context. It's not the time to try to sell products solely focused on revenue;
Wave 2: Building an emotional connection, relevance to the person's life. It makes sense and is important. If your brand delivers on that, it's an opportune moment to communicate it.;
Wave 3: This wave is centered on purpose and requires a very clear worldview. This is where a value ecosystem is created. Brands that have this are able to see opportunities and bring relevance to the table. Some examples are... Lyft e Brown-Forman.
4) Now is not the time to compete, but to collaborate. We have seen numerous examples, from banks announcing together the extension of debt deadlines, newspapers joining together to put a single message on the streets, and actions such as Support a Restaurant which involved the collaboration of Stella Artois, Stone, and Chef's Club to support local businesses. This is the moment: to join forces and do it together for those in need.
5) Humanizing humanity and brands. Be nice, be human. In this context, it becomes increasingly clear that the more human we are, the more space and relevance we will have for people. The campaign #AjudeUmVizinho Patties, with the help of Rappi, made that clear.
6) Now is not the time to stop, now is the time to act. The first reaction in moments like this, of abrupt behavioral change – worldwide – and a direct effect on the figures, is paralysis. We understand the fear and apprehension, but we advocate the opposite. Now is the time to ask ourselves, to question ourselves and... act As a brand and institution, now is the time to show your value and make a difference. Action can indeed come from a complete shutdown, as was the case with... Patagonia, ...but in a way that is completely aligned with its purpose and brand personality.
Text by Isabella Herdy
Edited by Lucas Waltenberg
Watch the live stream below.
