Mar 17, 2020

How brands must be high-touch in a time of no-touch


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Don’t touch…your face, surfaces, money, venues. The list of “don’ts” goes on and on in the fight against global virus spread. And most importantly: don’t touch others. But isn’t that what brands do, “touch” people? From financial markets to supermarkets we’re left wondering—and for some, frantically pondering—how do we maintain connection?

As social distancing continues to disrupt behavior in unprecedented ways, human engagement is being fractured in every area of our daily lives. With physical interactions limited—even vanishing—high-touch brands must quickly adapt to a world of no-touch to maintain the close connections critical to survival. Yesterday’s brand behaviors are today’s status quo and, like trying to jam a square peg in a round hole, just won’t work as we face pandemic impact.

It’s historically been said that, “instead of worrying about what you cannot control, shift to what you can create” (source: The Light in the Heart). Undeniably, there is worthy cause for worry. But how can we LEAD BOLDLY and activate angst constructively? What can brands shift to create and help our communities, our culture, each other?

To rise above and beyond the boundaries of physical touch points, brands must shift to create new value, new messages, new points of engagement and new delivery to reach consumers where they are today. Adapting to serve their myriad of “needs” while equally prioritizing the “wants” that help curate hope for humankind.

As we keep a distance from each other physically, we need to stay close emotionally—the lynchpin of leading brands. AdWeek noted that brands need to readjust in this epic era of uncertainty and that “times of forced restraints are times when creativity thrives”. That time is now.


 “Hardships often prepare ordinary people for an extraordinary destiny.” – C.S. Lewis

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