How ‘immunity marketing’ can shield brands

 

There’s an inspiration to find out how Indians are fighting a fight against Coronavirus — we’re working towards improving our immunity! Traditional favourites like Chyawanprash, Honey, and Turmeric are seeing a rise in demand, even in coffee menus. Should brands always find a way to make themselves stronger from within? By understanding how nature-based organisms sustain their internal defence mechanisms, marketers may battle unknown ‘threats’ that might weaken their consumer bonds. But for that to happen, brands would need to increase ‘immunity marketing.’

Natural immunity

Natural or innate immunity is the first line of defence for our bodies to come into contact long before it is affected by pathogens such as bacteria and viruses – our innate immune system is always ready, always prepared.

The first line of protection for brands is their product or service and consumer experience. 

Highly relevant, engaging products or experiences can stop the inevitable threat of disconnecting customers with your brand in the present situation.

While remaining interesting and effective, brands will have to focus on engaging customers, sparking interactions, and triggering dialog through creative campaigns, building excitement through interactivity and gamification, and creating unique environments that will get customers through the tediousness of everyday life after Covid-19.

Reimagining core offerings with the aim of providing modified experiences that combine utility and interactive elements can further enhance the brand’s innate immunity through this downturn.

Consumers are still struggling to be ‘Digi-rupted.’ The transparent experience will go a long way towards addressing the threat of consumer’s lack of trust in the virtual environment. Utilizing data for positivity will buy long-term consumer trust, loyalty, and further improve the brand’s immunity.

Acquired immunity

Through acquired or adaptive immunity, our body’s immune system can provide a very precise, detailed reply — learning about specific threats and developing the ability to protect the body in the future.

Similarly, brands must focus on adaptive immunity, recognizing particular areas that have transformed since the crisis, and explore new threats- which may arise from changes in customer expectations, which they now find repulsive, which may be considered a misstep for brands. Marketers will have to concentrate on ‘telling not selling’ in the coming months.

Brands who traditionally strive to raise their ‘Share of Voice’ will now have to reconsider how to raise ‘Share of Empathy.’ Think about better ways to communicate that, in return would improve the brand’s immune system. Smaller, more experiential ads are likely to resonate even more now. 

What we’ll remember after this pandemic is not loneliness, but how we’ve survived this epidemic together- a sense of solidarity that marketers need to be part of as they produce goods and experiences of reason, confidence, honesty, and the right intent. By immunity marketing that replicates innate immunity and acquired immunity, marketers can create structures to meet unexpected threats, block threats and set up a defense that lets them not only survive but succeed in the new normal.

 

Source: https://brandequity.economictimes.indiatimes.com/news/marketing/how-immunity-marketing-can-shield-brands/76713314

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