Some enterprises collapsed in the pandemic, while some others became known because of their emergency plans. What lesson of branding can we learn from this? Yao Chenggang, Founder & CEO of Longitude Branding and Fudan IMBA program alumnus, revealed the secret behind turning crisis into opportunity.
1. Excellent brands often think profoundly about the nature of the industry, always deem quality and technological innovation as the essential, and never follow a trend blindly.
2. Precautionary emergency mechanism is a must. Meanwhile, taking social responsibility and showing genuine care for employees, clients and customers during a public crisis are very important for building a positive brand image.
3. Consumers' preference for your brand should not stay at the product level or the price level. The executives should strive to improve the overall awareness of the brand.
