Adidas had not announced to pay the Rent for the stores – because of the Corona-crisis. The public outrage was followed by the explanatory words of the sports article manufacturer with plenty of Pathos, even in full-page Ads.
In the declarations, the Adidas communicators relate to Fairness and team spirit that have made the company always. A pity that this finding emerged only after the Shitstorm. You would live on Fairness and team spirit, in fact, in the entire company, would have placed the brand is probably more sensitivity to the accompanying communication. The action itself was, in principle, lawful. The core of the problem and the cause for this Shitstorm of disappointment and uncertainty among the Fans! How can it be that “my” brand Adidas is so?
From a German, a successful flagship company with the above-mentioned values and principles, we will not be disappointed. We want our picture, which is caused by a variety of experiences with the brand, remains intact and untouched. About the experts
Colin Fernando trust the expert for analysis and optimization of brand portfolio – in particular for sports brands, is Brand responsible.
brands give orientation and safety
brands have in our society long been a role that goes far beyond the product benefits also. They provide orientation and security. This is not only a performance of the Marketing, but it satisfies human primary needs. In particular, in times of crisis, people are accustomed to, that someone or something tells you where to go, so we do not need to operate permanently in the extremely challenging survival mode. This role had once tribal leaders, spiritual or experts from different disciplines. We were able to follow, in order to relieve us and our organism.
In the most serious crisis of the last few years, we are therefore more than ever to the lips of the Chancellor, a until recently, only in professional circles, well-known Prof. Drosten, but also to companies and brands. Is supported this experience by current study results. The PR Agency Edelmann, in a global study: 82 percent of consumers expect brands to act in the Corona-crisis as a moral compass for society. Companies are aware of their role, however, is not always aware of how you could see at adidas to-date.
little red riding hood for special moments – also in Corona times
Some companies have, however, recognized the signs of the time. You know, that the attention of the society is not only increases, because most of them are outside of your Routine and in the Home Office to sit, but also because customers in the midst of this unpleasant Situation to something Positive, the devil. There are an Abundance of positive examples: the German medium-sized company, Trigema or the automobile manufacturer BMW, who first began face masks to manufacture. BASF produces unscheduled disinfectant and delivers them to hospitals.
Many sympathy points earned just little red riding hood sparkling wine. The company is giving away its booked advertising space to consumers. Instead of a sales-oriented display, which had worked in the times of the contact restriction is completely inappropriate and sends the group private messages from consumers to their distant loved one, not on this day personally.
don’t forget The employees!
With all of the at the end but the promotional measures of the company, this should not forget one of the most important target groups: its own employees. The Corona-crisis offers the opportunity to show our staff how important they actually are. Too often, the boom rates were in the years about the importance of the employees to phrases, which are not followed up by deeds. What a brand is doing, or not doing, is to shape their Image of sustainable, more than some creative and expensive advertising, it has positioned itself as a brilliant employer.
