Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.

1. Navigating Your
Brand Through
Covid-19

2. What’s going on?
How it’s affecting brands
What brands shouldn’t do
What brands should do
Thoughts for the future
2
Our guide will provide
you with a roadmap of
the current situation,
what this means for
brands, and what you
can do in the coming
months to protect your
brand’s vitality

3. 3
What’s
going on?

4. 4
The situation
at hand
Covid-19 has had far-reaching impacts on global businesses and
consumers alike, disrupting the world economy and our daily routines
seemingly overnight. This is uncharted territory, an unprecedented
scenario that could never have been foreseen.

5. 5
Rapid
Expansion
As of April 1, more than one million people across the globe have tested
positive for Covid-19, and this figure continues to grow every day. Half of
humanity is under lockdown with nearly four billion people confined to their
homes. Most operations, other than essentials, have ceased. Nations,
economies, supply chains, workforces, relationships, and spirits are being
tested as we fight to stop the spread. No one knows how long it will last, or
when “normalcy” will return.

6. 6
How it’s
affecting
brands

7. 7
Post Covid-19 consumers
have changed — brands must
adapt to their new realities.

8. 8
T H E N N O W
Outside
Communal
Productive
In-person
Routine
Comfortable
Busy
Thriving
Inside
Isolated
Stunted
Virtual
Unknown
Anxious
Bored
Surviving
Consumer behaviors,
daily routines, &
lifestyles have flipped:

9. 9
Media
usage is up
People are at home and seeking distraction from their anxieties
about the pandemic. They’re consuming media now more than
ever, passing time alone or in small groups. Whether it’s binge-
watching Tiger King on Netflix, staying in touch with others via
phone or video chat, or working remotely while watching
YouTube, isolation has led to a massive increase in social media,
video game, streaming, and mobile usage.

10. 1 0
Over the last two weeks, nearly 15 million people applied for unemployment
in the U.S. Those who remain employed are struggling to maintain “business
as usual” with limited resources. Share of wallet is more competitive than
ever as consumers with less discretionary funds prepare for long-term
lockdowns and focus more on needs vs. wants.
Consumers have
decreased or altered
buying potential
Source: CNBC, 4/8/20- https://www.cnbc.com/2020/04/08/five-million-more-unemployment-claims-expected-but-now-layoffs-could-be-more-permanent.html

11. 1 1
While the total number of shoppers has decreased, those that do shop are
taking advantage of deep discounts and promotions being offered by brands to
encourage sales during this time. Products considered “essentials” for isolated
living are booming, including home office supplies, consumer electronics, and
at-home fitness equipment. Wine & Spirits is the #1 fastest growing product
category, with a 200% increase in purchases since March 13. Consumers have
also made self-care a priority, leading to a 40% purchase growth for Health &
Wellness products.
As time goes on, consumers spend less on the survival items they purchased at
the outset of the pandemic, and more on aggressively discounted luxuries and
items that will make their isolation more comfortable.
Those that do shop
are deal-seekers
Source: SteelHouse Data

12. 1 2
Simply put, online shopping is where it’s at right now. Social
distancing and isolation have taken away the opportunity for
in-person purchase. The need for digital transformation is
heightened as consumers rely heavily on digital buying
solutions. Brands must consider shifting all operations and
distribution to online channels.
DTC e-commerce
is king

13. 1 3
Brands are
adopting a new
moral compass
The most effective brands during global crises are those that can adjust
their tone and behavior to accommodate consumers’ changing needs.
Brands that continue to push sales too hard or appear to capitalize on
tough situations are a major turnoff. Consumers are looking for empathy,
authenticity, and support.

14. 1 4
Be different. Be better.
Because we have to be better now.
Show your humanity behind the brand.
P E T E S E N A , C E O & F O U N D E R O F D I G I T A L S U R G E O N S

15. 1 5
What
brands
shouldn’t do

16. 1 6
Go dark.

17. 1 7
When the going gets tough,
consistent brand messaging
matters most.

18. 1 8
Although 74% of U.S. business economists believe a slowing
economy will tip into recession in 2021, reacting quickly and
slashing advertising budgets can make things worse.
Slashing budgets
can have an
adverse effect

19. 1 9
Protect your investments
Brands that safeguard the
hard-earned equity they
won in their marketing and
brand campaigns will
preserve the foundation they
need to grow and rebound.

20. 2 0
If companies cut deeply into advertising and communications in
a down period, the cost to regain share of voice in the market
once the economy recovers may be four or five times as much
as the savings realized.
Reacting rashly now
can cost brands later

21. 2 1
A man who stops advertising to
save money is like a man who
stops a clock to save time.
H E N R Y F O R D

22. 2 2
What
brands
should do

23. Understand the voice of your customers.+
What are the implications on your product and service offering likely to be in the coming months?+
What reassurance and value can you offer customers immediately through marketing that these needs
will be met or improved?
+
Is your marketing on the side of the people, playing into their new needs or assuaging their anxieties?+
Have you updated your media plan to reflect consumers’ new media consumption?+
Pause. Listen. And then respond.

24. Yes, we’d love a purchase,
but let’s focus on how we
can help you right now.
Brand
perception is
paramount.
It’s times like these that brands must rely on authenticity and their core values to
ensure they are not capitalizing on a tough situation. Consumers want to
surround themselves with brands that reflect their own beliefs and philosophies,
while also easing their anxieties. Times of uncertainty can become opportunities
for brands to build trust, loyalty, and emotional connection - and that will yield
higher ROI in the long run.

25. 2 5
Now is the time for brands to shift gears from active promotions to support.
Consumers will remember the brands that went out of their way to provide
solutions outside of their normal realm. In troublesome times, consumers
are also more willing to spend with companies that are helping. But brands
don’t have to make grand gestures to be noteworthy. Providing shareable
content, fun activities to alleviate boredom, and quick tips to weather the
storm will go a long way. This is a great opportunity for brands to provide
content in the absence of marketing spend.
Helping
vs. Hyping

26. 2 6
Don’t sell. Support.
IN SUMMARY

27. 2 7
Don’t take part in discussion that doesn’t feel authentic to
your brand. Consumers are turned off by brands who
unknowingly overstep their bounds. Know your role and
the value you can provide during this time.
Find
your voice.

28. 2 8
In the past, we’ve seen lots of companies that have had
the best, brilliant intentions but the intentions were poorly
executed. This is not the time to be beating your own
chest. This is the time to be a good corporate citizen to
contribute to the public good, and not to be ‘seen’ as a
‘super good company.’
J A Y M I L L I K E N , P R O P H E T S P & A S I A R E G I O N A L L E A D

29. 2 9
Maintenance
Mode.
Resist the urge to go dark. Maintaining brand voice during times when
competition recedes will propel brands with less awareness into the
spotlight. Consumers want consistent messaging from brands they trust, as
a way of knowing that no matter what, their favorite brands and companies
will be there for them today, and tomorrow.
During the 17-month energy-crisis recession that began in 1973, Toyota was
behind Honda in fuel efficiency. But they maintained a long-term ad
strategy, surpassing Honda and Volkswagen for top imported carmaker.
Additionally, the cost of regaining SOV when the economy recovers may
far exceed any savings realized now.

30. 3 0
If paid media is still active, ensure all tactics are hyper targeted to reach
your consumers where and when they are right now. Now more than
ever, media must be highly efficient, backed by data, and executed with
purpose. Brands that opt to pull back paid media during this time can also
maintain brand voice through content strategy and social engagement.
Lean & Mean.
Think about:
• Where and how can we streamline our efforts?
• Are there any marketing efforts that are no longer appropriate given the
current climate, or that may have a negative impact in brand perception?
• Are you reaching consumers where they are right now? Turn off all marketing
streams focused on out of home tactics. Bring everything in-house.

31. 3 1
66%
Of social media users say their social
media usage increases significantly as
they are confined in their homes.
60%
Increase in the amount of
content watched or viewed.
61%
Increase in streaming services
usage as bored, homebound
viewers are consuming media
now more than ever.
Disruption leads to an increase in media usage.
Leverage media when and where consumers
are using it most.
https://techcrunch.com/2020/03/17/nielsen-explains-how-covid-19-could-impact-media-usage-across-the-u-s/

32. 3 2
Consumers behave differently in economic downturns, and
so should brands. According to Harvard Business Review,
consumers prioritize consumption by sorting products and
services into four categories: essentials, treats, postponables,
and expendables. As consumers reprioritize needs over
indulgences, brands must identify the needs they can fulfill.
Shift Gears.

33. 3 3
What are your customers’ new immediate needs and pain
points? Marketing that is emotionally resonant and speaks
to needs is more effective. Why does your best consumer
value you? How do your products make them feel like
they’re at their best? Leverage these insights to provide
value and content that will alleviate their struggles.
Empathize.

34. 3 4
Self
Esteem
Love & Belonging
Physiological
Safety
Productivity, creativity,
spontaneity, acceptance,
experiences
Community, self-esteem, confidence,
achievement, respect
Friendships, family, & intimacy
Body, employment, resources, property, family, morality
Food, basic amenities & utilities, sleep
Meet the
new Maslow.
Start your marketing planning process for Covid-19
by thinking about your customers’ new needs
mapped against a hierarchy (at right). Brands that
can address the bottom & middle of the pyramid
should go first & boldly. Brands towards the top
may like to enter more carefully.
Based upon Abraham Maslow’s Hierarchy of Needs

35. 3 5
01Establish new
needs
02How your product
or services could
address them
0 2
03 040 3
Create marketing
assets to highlight
value
What value can
be added
0 40 1
• Connection
• Productivity
• Learning
• Exercise & Wellbeing
• Entertainment
• Food Ideas
• Home Improvement
Tailor your marketing tactics to the needs of today
• Phone & Tablets
• Remote working systems
• Phone, Tablet, VR
• TV, Watch, Tablet
• TV, VR, Board Games
• Food & recipe ideas
• Furniture/Interior Design
• Provide opportunities for
engagement and virtual
experiences
• Work from home kit
• Virtual learning series
• Virtual exercise tips
• 10 minute recipes
• VR room planners or curated
‘cleaning influencers'
• Content
• Ads
• Actions
• Tone & Voice

36. 3 6
Thought Starters: Covid-19 Needs & Mindsets
Survival Anxiety Autonomy
Tech as
savior
Cabin
fever
Direct to
my door
Virtual
adventures
Treating the
planet better
Sustainability Isolation Loneliness
Small
mercies
Time well
spent
Slow
living
Communities
Giving
back
Family
time
Local
Digital
activism
Burn out Boredom
Personal
growth
Home office/
home balance
Finances
Mental
health
Eating
well
Fitness
Home
improvement

37. 3 7
Don’t go dark. Find new, relevant ways to empathize and
engage with your consumers to fulfill their new needs.
IN SUMMARY

38. 3 8
Thoughts for
the future

39. 3 9
Be ready for when the economy picks up again. In the
post Covid-19 world, there will be lots of small moments
that gain new emotional resonance: the first glass of wine
with friends, the first dinner party on a warm summer
evening, getting back to our routines and the things we
enjoy most for the first time in months. Brands can elevate
these moments and make them feel even more special.
Start thinking
forward!

40. 4 0
One last thing…

41. 4 1
Be curious.
The world is constantly changing, and the more
we ask, explore, wonder, understand, and
ideate on, the more we can accomplish.
Curiosity helps us understand what’s happening
today, so we can define what’s possible
tomorrow for ourselves and for you.
F E E L T H I N K
D O B E L I E V E
Care greatly.
Adapt & respond. Simply believe.
About our work. About our partners. About
each other. We’re at our best when we care
about what designing demand, who we’re
doing it for, and why we’re even doing it in the
first place. By opening up our hearts, we create
human connections that benefit everyone.
Change is inevitable, so it is those who
welcome it and react effectively that succeed.
That’s why we find not uncertainty in change,
but wonder & possibility in it. It’s a new
opportunity to create, to collaborate, and to
change our world for the better.
There’s magic to be discovered through
business, technology, and creativity. It’s in
there, in us, and in you, but only if you believe
in it. When you do, we can transform
businesses and inspire people to engage
with brands — even to fall in love with them.
These are our values and
they haven’t changed. We
believe them now more
than ever. Let us know how
we can help your brand
move forward and navigate
through this time.

42. 4 2
Thanks!
For more thoughts on how to navigate your
brand through Covid-19, feel free to reach
out to us at connect@digitalsurgeons.com.