How delivering the right message is tough for brands during a crisis

Topics Coronavirus | Kent | Lockdown

The atta maker advertisement by Kent RO Systems and Nike’s anti-racism “Don’t do it” campaign are miles apart — by geography, context and relevance. What binds them, however, is the fact that each was responding to an ongoing crisis and instantly became a talking point. While opinion on the Nike ad might be divided, the reaction to the Kent ad was uniformly critical to the extent that the company had to apologise for the same. So how do brands avoid falling into such a trap? How can they come up with winning communication amid time and resource constraints a.....

Business Standard is now on Telegram.
For insightful reports and views on business, markets, politics and other issues, subscribe to our official Telegram channel
Key stories on business-standard.com are available to premium subscribers only.

Already a premium subscriber?

Subscribe to get an across device (Website, Mobile Web, Iphone, Ipad, and Android Phone applications) access to Premium content, Breaking News alerts, Industry Newsletters, Stock and Corporate news alerts, access to Archives and a lot more.