While the United States goes through a reckoning and grapples with internal divisions, businesses are wrestling with exactly what they should say about it all. Looking for relevance and timely messaging, marketers and advertisers are hard at work trying to say just the right thing.
Advertisers, Skip the Platitudes in 2021
Here’s what’s resonating with consumers right now.
February 01, 2021
Jorg Greuel/ Getty Images
Summary.
During the Covid-19 crisis, too many advertisements have pushed unconvincing messages of “our brand cares about you.” Instead of repeating these platitudes and emphasizing the uncertainty of these times, marketers should highlight message of perseverance. Such messages, as illustrated by recent ads from Nike and Disney, encourage consumers to look ahead toward a time when normal consumption patterns can resume.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.