Episode 1

full
Published on:

7th Apr 2020

How to do brand experience in a crisis

How we experience brands has undergone radical change during the Coronavirus crisis. What have we learned about surviving these turbulent times?

In this episode:

Why the distinction between your physical and digital brand is dead.

  • The three key questions that dictate how heavily a brand is being impacted by the Coronavirus crisis.
  • Why the crisis is a hugely valuable learning experience from a brand experience point of view.

Why your brand can't afford to shut down marketing activity during the crisis.

  • The scientific consensus against reducing investment in marketing.
  • Marketing effectiveness guru Peter Field's 4 key lessons about the benefits of continuing to invest in marketing during an economic downturn: 1) Cutting marketing budget in a downturn only helps defend profits in the very short term; 2) If you do choose to cut budgets, your brand will emerge from the downturn in a weaker and much less profitable position; 3) During a downturn, you should aim to maintain your share of voice, at or above your share of market during a downturn. Evidence shows that this delivers a longer-term improvement in profitability that outweighs any benefit gained from short-term reduction of investment; 4) If your competitors are cutting budgets during a crisis, the benefit of maintaining your investment in marketing expenditure will be even greater. In short, if your competitors go quiet, it’s easier to make yourself heard.

Why you need to make use of your entire marketing mix - the '4Ps' - Product, Price, Promotion and Place. 

  • Why Promotion (Communications) may not be the right play.
  • The power of Product, Price and Place, with examples.

The 5th P - 'People' - and how it can make or break your brand.

  • Doing the right thing by your people.
  • We're all in this together and brands need to act like it.
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About the Podcast

The Total Experience Podcast
A podcast about brand experience - what it is, how it works and how we can all do it better. Edited and hosted by Richard Cable.
Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

About your host

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Tribal London

We've been Tribal since 1995. Worldwide since 2000. Experts in experience since always. We build experience ecosystems that build better businesses. We call this Total Experience.