COVID-19 Crisis: Authenticity Is Key

Companies across the world are trying to figure out how to survive in the midst of the novel coronavirus pandemic. According to PMG’s Parks Blackwell, smaller companies can be more nimble with operations and creative with their positioning, resulting in a better chance of surviving the situation. That was among the thoughts she shared with Glossy in an article that chronicles what a Los Angeles-based fashion brand is doing to support its employees and stay afloat.

The key for brands, according to Blackwell, is evolving their message to focus on ways to help, and doing so in an authentic way. “For years, we’ve all talked about authenticity; now more than ever, brands who find an authentic way to engage and provide relief to their customers will be able to leverage that goodwill in the long run.”

She added, “It is all about goodwill right now, and people will remember the brands that showed up, and the ones that didn’t.” Check out the article to read more about the brand and how it’s been reacting in real-time to changes wrought by the crisis.