May 1, 2020 — Article

Is doing good good enough for brands?

Written by
Principals

Amidst CV-19, the overwhelming trend in brand behaviour is doing good, but it’s being done in a way that’s quite category generic with brands that have traditionally fought hard for differentiation converging around similar responses. The car industry has pledged to repurpose its production lines to make ventilators and masks, telcos are keeping people connected and entertained at no extra cost, digital platforms are giving a leg up to small businesses, the list goes on.

With scores of brands doing good during this time of crisis, how will customers differentiate them?

Moensie Rossier asks the question.

Is doing good good enough for brands?

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Is doing good good enough for brands?

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