In uncertain times, a promise is not enough.
Today, 73% of Americans are anxious about the results of the 2024 election, and 70% feel uneasy about current events (American Psychiatric Association).
In a world heavy with uncertainty, people aren’t looking for more promises. They’re searching for something real.
- For change.
- For future.
- For hope.
Uncertainty often makes us freeze. Uncertainty is uncomfortable.
Brands that step up during challenging times build trust and create deeper connections.
This isn’t just about surviving uncertainty — It’s about showing leadership.
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Here’s how brands can make an impact:
–LISTEN to the human pain points
–ACT with solutions that ease their burden
–LEAD with empathy, not just words
–THINK LONG-TERM – values over profits
Here are six examples of brands bringing this to life.
1. Guarantee Savings
2. Become Their Ally
3. Surprise & Delight
4. Provide An Escape
5. Simplify Their Life
6. Deliver Reassurance
Be the action. Be the stability. Be the trust consumers need today.
Contributed to Branding Strategy Insider by Anya Liddiard, Director, Brand Strategy, Innocean
At The Blake Project, we help clients worldwide, in all stages of development, define and articulate what makes them competitive and valuable at pivotal moments of change. Please email us to learn how we can help you compete differently.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
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