Branding in electronic age: issues and opportunities.

Byline: Nazir Ahmed Shaikh

As marketers consider how they may need to rethink their communications during the current coronavirus crisis, one suggestion from behavioral economics is that the framing can be more important than the messaging. Marketers can draw from behavioral science theories and how these can be applied to marketing strategies as new behaviors unlock new triggers. A key issue facing all marketers is whether they should continue their usual marketing activities in willful neglect of the situation.

The typical positive approach may be shaking even though consumers are longing for normality, the depiction of an aspirational and jubilant lifestyle may be overshadowed by anxiety. This could lead to consumers seeing brands as heartless and insensitive.

As vendors acknowledge the stress and uncertainty that consumers are facing, the substitute for ads to reflect a bit of solemnity and seriousness to match consumer moods.

It is supposed to be a mutual argument for brands to moderate their communications in this period, temporarily park or reduce the frequency of their mainstream advertising and sales promotions. But behavioral economics offers another way. It is not so much that marketers need to abandon their usual message. They need to put a new frame around it; which should be supportive and solace in nature.

The vital gush sustaining the message should be supportive and not pushing; and should create an ambience of working together.

During the Covid-19 pandemic, the businesses are going in retreat all over the world including Pakistan, curling up in a corner and trying to brave out this unexpected storm. Things were bad as it was. Even before Covid-19 has reached its peak globally, signs of the most major recession in a century are setting in. The worst hit have been retailers, stores shut down with exports are almost.

There will be mass unemployment and empires will crumble. The only brands that have a chance at making it through without complete destruction are the ones that will keep calm, keep their eye on the ball and see this time through with as much poise and grace as possible.

Brands are built on association. They often fail to recognize their own power, dilute their brand equity by over extensions, and become overly optimistic in catering to the market single handedly. They try to betray customers by focusing more on advertising while compromising on quality and forget to keep pace with rapid innovations and...