Communication Strategy During the Coronavirus
Customer Segmentation
We at Electric Brand Consultants assume that, for a long time, customer segmentation was the primary principle of promotion. This principle was reinforced when media algorithms began offering users precisely the content they demanded and the ideas they were inclined to agree with, forming what are known as "echo chambers."
The emergence and expansion of information bubbles became especially apparent during the coronavirus era. The segmentation of people by wealth, education level, problems they face, and life attitudes became institutionalized in communications, while content personalization solidified the resulting communication divide.
Brand Mission and Values
Frederic Laloux, in his book "Reinventing Organizations," described the "teal" organizational model, highlighting three of its characteristics:
- Integrity
- Self-management
- Evolutionary purpose
Changes in Brand Positioning and Architecture
These same traits—dedication, equality, and fidelity to purpose—must be projected outward by new types of organizations. Currently, two trends can be observed in brand positioning:
In corporate branding, the focus is shifting toward the end consumer. Classic B2B companies, which are at the early stages of the production chain, are now transitioning to a B2B2C model, emphasizing the end client in their brand communications.
In consumer branding, there is a shift toward the One Brand model. Consumers want to understand the values and ideas of a brand and how they resonate with their own values. Brand architecture is becoming more vertical, and the connection between the parent company and its sub-brands is being strengthened.
