Experience in a Time of Crisis
Morgan Holt, Chief Strategy Officer at FITCH
When we look back on this time, which brands will have done their duty, which held their courage, and which simply made us feel good?
During this global crisis we’ve all experienced moments of comfort that suggest there is a more meaningful world out there, if only we want to make it happen.
Every crisis signals change. The origin of the word ‘crisis’ isn’t simply about foreboding and doom, but points to the intense moment of uncertainty where one road leads to bad and the other to good.
And there are plenty of brands out there doing good right now. Like Depop, which is keeping its customers creative, or TikTok which is keeping fans entertained and speedily dialling up its charity collaborations.
Positive brands will build reputation and emerge stronger from this crisis when they double down on their Experience Signature. This is the unique and intentional way that a brand addresses people’s most fundamental needs. It can be measured using FITCH’s Experience Themes framework, which shows the changing expectations of global consumers.
So which brands are putting their signature in service of this unusual crisis?
Nike
Nike’s purpose of inspiration is brought to life through a unique experience signature made from the themes of achievement, leadership, exploration and transformation.
When Nike brings people together, it shows them how to be proud in setting their own goals:
And gives people options for them to find their own way:
BrewDog
BrewDog is another brand with a progress-oriented signature, and is made up of themes that help the brand be both light-hearted and unconventional.
As well as to entertain and be playful in these serious times:
Dyson
Dyson’s experience signature is a combination of exploring, transforming and leading the world. So it’s no surprise when the brand designs a new ventilator in 10 days.
Zoom
Zoom, the videoconference service that emerged out of nowhere, uses its signature of entertainment and rule-breaking to create a highly engaging product as well as communications that understands people and makes them smile.
While other brands follow the herd or try a bit of everything, the brands that will thrive on the other side are those that recognise their strengths and turn their signature into a unique experience. Some more below.
Havaianas: supporting local healthcare workers
Amazon Kindle: feeding imaginations during lockdown
Bleach London: inspiring and bringing its community together
3M: Activating meaningful partnerships
TikTok: positive content focused on wellbeing and entertainment
Budweiser: breaking the rules without doing it wrong
Netflix: using entertainment to create a sense of belonging
With contribution from Kate Walmsley and Chirag Grover
Follow Morgan Holt and FITCH on LinkedIn
Want to hear more about Experience Themes? Get in touch: hello@fitch.com
*unless stated otherwise, all supporting imagery in this article has been sourced from official brand channels*
