Covid-19 is a learning experience. It shattered our comfort zones, and enabled us to reorganise and reorient ourselves. The story of brands is no different. The challenges, consumer behaviour and changed priorities allowed them to introspect about their priorities. The pandemic showed them a future, and made them realise that it was time to rethink. It is about what people see, and what society and people need, rather than looking from a brand’s prism. Brands will need to shift to the new emerging trends and focus on these aspects. The pandemic had a strong impact on brands—mostly negative. Only a few categories such as healthcare did well. Consumers became comfortable with digital marketplaces and digital media. Many brands embraced it. However, they have to become digital in a deeper sense and a more real way. Many changes took place due to lockdowns—the way consumers buy and live their lives, the fact that they work from home and have minimal social interaction.
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Our lifestyles changed during this lifetime. Safety was important, as was comfort, rather than fashion and entertainment. Recovery for brands will be a mixed story. Some are reorienting themselves, like the hospitality sector, which has new roles such as quarantine and isolation centres, Covid facilities and new destinations for WFH. Hotels are trying to refashion themselves. In an overall sense, brands adapted to the consumer mindset. They empathised with the latter and helped them deal with the pandemic. Hotels promised safety and hygiene, which was never a part of their campaigns and ads. People want to travel in a limited place where they feel in control, and homestays are emerging as preferred choices. Even a brand like Oyo decided to use its spare capacity for people and patients. When the need for PPE kits and sanitisers was at the peak, several brands manufactured them. Mahindra and Mahindra is an example. Similarly, brands took on marketing campaigns to promote inspiration and hope. They became allies.
In the long term, brands that are more sustainable and marry comfort will do well. Those that emerge with modification and learning will have different kinds of trajectory going forward.
(As told to Jyotika Sood)
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Desai is a columnist and a brand expert
