I'm thinking about how brands are not effectively using this pandemic to come up with effective marketing campaigns which would see them reaping rewards months from now.

In my opinion, there are brands that are using a blanket or "let's follow suit" approach during this down time. It's cute but it's definitely not going to be profitable when they need it the most.

Perhaps the struggle is trying to find an effective way to run a marketing campaign sensible and sensitive enough to show that the brand cares. And if that is the case the brands need to go back to what they truly stand for.

For example, almost every brand is sending the hygiene message right?! "Wash hands, sanitize and so forth". Great if it's Unilever brands but what about brands that fall under the FSP?

How could they drive the message better than that of a brand that already deals with hygiene or better yet tangible products? Is there any good in a financial institution running a radio ad telling it's consumers to wash hands? Probably not!

This unfortunate situation we find ourselves in, carries physical, mental, psychological and financial impact and thus there shouldn't be a one way approach in the way in which brands are campaigning right now.

This for example, would be the perfect time for FSPs to teach consumers about budgeting, for beauty products to teach about the dangers of using expired product or gyms to teach about what it really takes to be a s'gantsontso.

Marketers are faced with a huge challenge & responsibility right now, but they're also forever dying to find new ways to capture the audience, so, do just that! Stop focusing only on washing our hands and really focus on what brands can do NOW to benefit 5 in months to come.