Your employees are your first brand ambassadors. Why? Because they add credibility. The brave and beautiful Nawal Berry is one of the reasons why we love MTV, don’t we? 🇱🇧 An increasing number of companies are tapping into the potential of their own employees. 🇱🇧 It is important to clarify who is allowed to talk about which subjects and what should be left to the management and the communications department. This includes the appropriate social media guidelines and a common strategy. 🇱🇧 It will not work without coaching and guidelines. Especially in the case of communication crises, employees are often confronted with questions or accusations concerning the company. 🇱🇧 Times have never been harder on businesses in Lebanon. Consequently, it has never been more crucial to give a voice to your employees.
🇱🇧 needs you.
How should brands and businesses act in times of unprecedent economic, financial and political crisis? I’ve got two words for you: FOCUS and BALANCE (yoga is indeed a philosophy of life). 🇱🇧 Now breathe and take a step back from all the panic and grey zone. Yes, it is possible. 🇱🇧 🔸FOCUS Marketing has never been so much about the people than it is today. Social media gave the consumers what they didn’t have before: the power to express their opinions. Any time. Anywhere. People’s needs change all the time, because they influence each others. Instead of waiting till the revolution ends to communicate again (...), brands and businesses should listen to their customers’s needs NOW. And build on it with meaning. It is not about the products you sell, it is about the authentic stories you tell. 🇱🇧 🔸BALANCE Now that you listened to your customers’ needs during these challenging times, it is mandatory that you: - prioritize your company’s expenses consequently to stay sustainable - consider getting closer to your current customers, because it is not at all the time to invest on acquiring new ones. It will cost you so much more 🇱🇧 Give meaning to your relationships with your customers. It’s never too late to start caring. And make a change to be memorable.
Should brands be clear about their political positions? It’s not an easy question to answer. 🇱🇧 Remember when fashion designers refused to dress Melania Trump once she became First Lady? Marc Jacobs, Phillip Lim, Tom Ford - to name a few. It was very daring to do so. 🇱🇧 How do brands decide to take a political position, or not? There are two main principles in marketing: 1. Know your audience 2. Be authentic, relevant, and connect emotionally - which has never been more important than it is today: market research suggests Millennials and Gen-Z consumers crave an experiential, digital, and socially shareable connection with the brands they choose. 🇱🇧 Incorporating political commentary is right, as long as it is aligned with your company’s values, mission and culture. 🇱🇧 If something is going on in the political world that impacts your business or consumers, then, by all means, speak up. Brands should remain honest about who they are, don’t just jump on political controversy bandwagons for the sake of it. 🇱🇧 It’s no longer about your product per se, it’s about what your product says about the person using it. 🇱🇧 The best thing advertisers and marketers can do is tell the truth about their businesses, and always be prepared for the consequences. 🇱🇧 Colin Kaepernick is a former American football quarterback, who started to kneel for the pre-game national anthem in protest at racial injustice in the United States. When Nike launched their 2018 Dream Crazy advert, they featured Colin with the mention: “Believe in something. Even if it means sacrificing everything. Just Do It.” Nike was severely criticized by Donald Trump. Nike was boycotted by people. Nike won an Emmy. Nike earned 6 billion dollars in overall value. 🇱🇧 Authenticity wins with consumers. Always.