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Should You Reset Your Brand in a Post-Pandemic Environment?

A slight majority (55%) of Americans think branding should change, but almost as many (45%) think traditional branding will help them forget about the pandemic.

MIAMI – A recent study from market research company GfK found that 55% of Americans polled believe that brands need to adopt a new set of concerns and messages in a post-COVID-19 world.

However, 45% don’t want to be reminded about the pandemic. They feel that companies’ returns to pre-coronavirus themes can help erase the memory of the COVID-19 crisis.

The choice to include virus-related messaging, such as an emphasis on cleaning or other preventative measures, might depend on an agent’s target market.

Nearly 60% of respondents with children under age 3 favor a return to pre-coronavirus messaging, compared to just 34% of those who have no children. And while more than 60% of women think brands should behave as if the post-virus world is completely different, men were evenly divided between forward-looking messaging and nostalgic messaging.

Consumers who prefer a return of pre-COVID-19 themes are more likely to seek brand innovation, promotions and general product information. Consumers who feel it’s important to recognize the changed environment want to see messaging about protecting consumers’ and employees’ health.

“If you’re an agent who serves the 55-plus demographic, you need to be able to adapt and update your skills digitally,” says Mike Cuevas, founder of realestatemarketingdude.com. To get people interested in agents’ content, he advises, “Focus on solving problems, not selling services. The message shouldn’t always be about real estate. Think of yourself as a community resource.”

Source: Miami Agent Magazine (06/08/2020) Kennedy, Kerrie

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