永旺直播

<button id="alskp"><dd id="alskp"><font id="alskp"></font></dd></button>
    <dl id="alskp"><legend id="alskp"><blockquote id="alskp"></blockquote></legend></dl>
  1. <code id="alskp"></code>
    <cite id="alskp"></cite>
    <acronym id="alskp"></acronym>
    <label id="alskp"></label>

      <acronym id="alskp"></acronym>

            <acronym id="alskp"><legend id="alskp"><blockquote id="alskp"></blockquote></legend></acronym>
          1. <acronym id="alskp"></acronym>
          2. <acronym id="alskp"></acronym>
          3. <var id="alskp"></var>

          4. We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we'll assume that you are happy to receive all cookies on the ESCP website. However, if you would like to, you can change your cookie settings at any time.

            Close

            As Covid-19 continues to spread around the world, the pressure on businesses to address a new reality has been immense at every level.

            While it is still too early to predict the state of the after-crisis economy, worldwide efforts are obviously conducted to limit damages and stay as close as possible to the pre-crisis growth curves.

            Much is being said about how brands are communicating in creative and supportive ways, but the effort by some brands to reposition themselves in the context of the crisis has yet to be commented on. As part of their team assignment for the Integrated Marketing Communications module that just took place online, we offered our MSc Marketing and Creativity students a chance to focus their final project on how brands use the crisis to reposition themselves. The outcome of their work is noteworthy for marketers.

            Focus on brand

            As the Covid-19 continues to spread around the world, the pressure on businesses to address a new reality has been immense at every level. While it is still too early to predict the state of the after-crisis economy, worldwide efforts are obviously conducted to limit damages and stay as close as possible to the pre-crisis growth curves.

            Much is being said about how brands are communicating in creative and supportive ways, but the effort by some brands to reposition themselves in the context of the crisis has yet to be commented on. As part of their team assignment for the Integrated Marketing Communications module that just took place online, we offered our MSc Marketing and Creativity students a chance to focus their final project on how brands use the crisis to reposition themselves. The outcome of their work is noteworthy for marketers.

            Playing with the business model

            PornHub, an adult entertainment website, went for a massive communications plan through social media and 3rd party articles showing solidarity with the most affected European countries at that time: Italy, Spain and France. As the period of confinement was extended, they offered free access to their premium content for a month. They also contributed to the general effort by donating their modelhub (meaning their adult content marketplace) profits. 

            Students analyzing PornHub’s move saw it as an attempt to legitimize the brand by moving it away from a taboo position to one that supports people in a time of need. Their legitimizing effort paid off.  According to the website’s statistical reports,they experienced a significant increase in website traffic. Visiting times were also more spread out during the day, possibly indicating greater social acceptance of their content.

            Rethink the offer

            Time Out is a global media and leisure business that inspires and enables people to explore and enjoy the best of a city. They give recommendations about nice bars, restaurants, sightseeing and all kinds of activities. Health measures taken by governments forced them to rethink their offer, and to shift their branding from “Time Out” to “Time In”.  Their publications are now producing content on how to entertain yourself at home and prepare for the after-confinement era. Our students’ analysis was that the brand repositioned itself beyond supporting leisure time outside the home, to a broader range of activities both inside and outside the home.  

            More than continuing to do what they do best – giving recommendations – they managed to build brand awareness by remaining relevant and being responsible. As noted by our students, “Losing money hurts, losing audience hurts more.”

            Create new spaces for entertainment

            Chipotle, the Mexican Grill chain was impacted by the US government’s decision to close restaurants, but a door was still open with delivery. As the general primary concern, their first reaction was to take measures to prove customers their food comes safe straight from their restaurants’ kitchens. To do so, they started to use a tamper-evident packaging seal to guarantee that food had not been touched during delivery.  

            Chipotle also recognized that social distancing shouldn’t reduce social interactions, especially in a digital era in which options to reach out to each other are huge. Having identified lunchtime as the busiest time for restaurants, Chipotle committed to recreate the feel of significant gatherings by multiplying touchpoints with their customers. They repositioned themselves as a creator of virtual spheres to connect and be entertained, through virtual lunchtime on Microsoft Hangouts, live music sessions with artists on their Instagram page, and even meetings on Zoom.

            Leverage existing assets

            The luxury group LVMH was widely applauded for being among the first to leverage their existing assets early on in the crisis to address the shortage of hand sanitizer in France. It turns out that components of fragrances and hand sanitizer are very similar. The LVMH group mobilised its cosmetics and fragrances divisions in the country to adjust their manufacturing equipment and produce the precious gel. It was then distributed for free to the French health authorities to support Parisian hospitals, illustrating an extremely relevant repositioning from luxury to necessity.

            As scary and damaging as this crisis can be, it also teaches us a lot. At a business level, creativity marketing has clearly shown that it can be applied by any type of business, at every level. One of our community members, Laurent Fran?ois of ReUp shared his thoughts in an article entitled “Creativity era Covid-19”. He argues that the first step for businesses addressing the crisis has been to reassess how they create value and what kind of value they create, particularly by examining the relationships they have developed with all their relevant stakeholders over the years.

            In a recent article on how to prepare for the post-crisis “New Normal”, McKinseyresearchers detail five horizons : Resolve, Resilience, Return, Reimagination and Reform.

            How brands use the Covid-19 crisis to reposition themselves

            Some of the brands our students have studied are well past the Resilience phase and are beginning to Reimagine their business in the New Normal context. Will their creative efforts to address the crisis survive in the New Normal? What kind of impact and learnings will outlive this unprecedented situation? Tackling such crucial questions and building the new pillars of the future ecosystem towards which we are moving is the next priority for us all, at every level. The Covid-19 crisis is more than a health crisis, large scale confinement has forced the most rapid and drastic redefinition of social interactions ever, and it is hardly surprising that some brands have taken the lead in reimagining their brand positioning in the New Normal which will emerge after the crisis.  One can only applaud their foresight, agility and creativity in doing so.


            Sources:

            MMK team A1, PornHub – Anais Coulaud, Sara Dabar, Meike Friederich, Bianca Pomati, Marouane Saidi
            MMK team A2, Chipotle – Isabella André, Elissa De Melo, Nivedita Jain, Dalia Jammal, Caroline Moser, Raphael Soulier
            MMK team B2, Time Out – Amina, Alexandra, Akanksha, Nicole, Victor
            LVMH – Press release
            HBR – Understanding the economic shock of Coronavirus 
            McKinsey – Covid-19 implications for business 
            Laurent Francois – Creativity era Covid-19


            Learn more about the L'Oréal Professorship Creativity Marketing

            Campuses

            铁干里克| 都江堰| 西充| 奉新| 大洼| 鄂托克前旗| 灵石| 桦南| 东莞| 巫山| 无为| 彭山| 绥德| 铜陵| 阳山| 乌审旗| 沙湾| 孝感| 雷山| 南靖| 六盘水| 天台| 阜宁| 于田| 常德| 漳平| 苏尼特右旗| 潞西| 桐庐| 泗水| 普洱| 右玉| 黄平旧洲| 湟源| 政和| 玉溪| 马公| 阿拉尔| 东丽| 多伦| 扶余| 南宁| 牟定| 万安| 东岗| 天水| 科尔沁左翼后旗| 尚义| 衢州| 突泉| 莆田| 泸县| 德惠| 山阳| 喀喇沁旗| 河曲| 临桂| 云澳| 仪陇| 馆陶| 于洪| 监利| 乌斯太| 宽城| 樟树| 泸溪| 柳林| 如东| 紫云| 鄂伦春旗| 灵宝| 临澧| 江山| 隆德| 江阴| 扶绥| 安吉| 微山| 三都| 公馆| 临湘| 费县| 遂昌| 浦城| 福鼎| 会同| 喜德| 彭县| 阳山| 三台| 封丘| 仁寿| 厦门| 杂多| 乌鞘岭| 富源| 龙岩| 奈曼旗| 正兰旗| 五台县豆村| 金溪| 盂县| 黄山区| 广昌| 丹巴| 平湖| 吴县东山| 建始| 枣庄| 尖扎| 西峡| 扶沟| 蒲城| 芜湖县| 赣州| 汤原| 大陈| 德昌| 全州| 普宁| 巴中| 分宜| 晋洲| 兴隆| 道孚| 湖州| 尼勒克| 南溪| 冠县| 澧县| 叶城| 荣昌| 莱阳| 都江堰| 同安| 施甸| 防城港| 城口| 丁青| 黄平| 兴文| 宁化| 桐庐| 容城| 通什| 会东| 阿克陶| 锦屏| 黑山| 淮阳| 寿阳| 邗江| 康定| 海洋岛| 集宁| 金塔| 枝江| 大同| 定边| 天池| 玛沁| 成安| 靖远| 景泰| 都兰| 普兰店| 新巴尔虎左旗| 略阳| 抚远| 小灶火| 周口| 惠东| 柏乡| 蒙城| 大佘太| 岑溪| 诸城| 临清| 莱西| 灵武| 石家庄| 泸州| 连江| 井冈山| 延吉| 嘉鱼| 彰武| 凤阳| 朝阳| 歙县| 元阳| 和政| 清水河| 新都| 汤河口| 新昌| 邛崃| 英山| 西和| 喀什| 根河| 从化| 云澳| 大陈| 化德| 洛宁| 于田| 井冈山| 新都| 曲阜| 清镇| 北碚| 永吉| 太原古交区| 平南| 九龙| 合川| 会东| 保亭| 保靖| 两当| 岢岚| 德保| 大丰| 四子王旗| 大武| 东阿| 宁安| 久治| 天全| 兴和| 正定| 杨凌| 寿阳| 社旗| 喜德| 鄂州| 沁阳| 涟水| 和政| 庄河| 龙游| 成山头| 城固| 青浦| 南漳| 肇州| 任县| 马鞍山| 方城| 龙川| 公主岭| 汉川| 兴宁| 昆明| 大新| 阳山| 诏安| 远安| 唐山| 交城| 新城子| 凌源| 柳江| 当雄| 揭西| 宜君| 雷州| 焦作| 六盘水| 若尔盖| 邹平| 庆阳| 芒康| 囊谦| 玛纳斯| 宾川| 深圳| 都匀| 鄞州| 乌斯太| 胡尔勒| 淄博| 仁怀| 怀安| 鹤壁| 佳木斯| 中山| 清水河| 宁化| 翁源| 恭城| 辽阳| 石拐| 民和| 莫索湾| 建水| 湘潭| 富川| 咸宁| 乌审召| 宝过图| 唐海| 新平| 荣成| 温江| 孪井滩| 宜宾农试站| 六盘水| 平遥| 叶县| 冷水江| 兰考| 韶山| 莆田| 泗洪| 泰安| 岗子| 金阳| 龙南| 托托河| 沂南| 天津| 天祝| 汕尾| 墨玉| 依安| 鄄城| 永新| 乐业| 成武| 蔡家湖| 怀化| 保靖| 尤溪| 信丰| 金华| 民乐| 阜阳| 和田| 依兰| 青浦| 上杭| 宽甸| 开化| 赤峰郊区站| 怀来| 宿州| 岳池| 临江| 安新| 乐都| 贵南| 徐州| 德安| 郴州| 五常| 元阳| 澧县| 马鞍山| 通州| 和顺| 奉贤| 怀远| 苏尼特左旗| 梁河| 马站| 吉安| 青冈| 安平| 兴山| 普定| 平武| 大关| 佛山| 花垣| 上饶| 拉孜| 瑞金| 渑池| 屏南| 帕里| 通海| 新沂| 兰屿| 根河| 乐山| 广灵| 当涂| 环江| 托克托| 社旗| 宿松| 余姚| 资溪| 泰和| 泗阳| 紫阳| 兰屿| 铜陵