Our first episode! COVID-19 is taking a round out of the world economy, and how brands are responding to it holds a number of lessons for marketers and brand owners of companies big and small. We look at what some brands are doing and who's making the most of it.
We introduce the podcast and how we came to name it Kill the Ad Man: it goes back to the start of the company nearly 10 years ago. Kevin Murray and Robert Schmidt introduce each other to the audience and give a little background on Rebox as a company.
So which brands are doing a great job of living their brand promise during the pandemic? Bauer started producing face shields at the end of March and within the first week had over a million orders. They released the design of their mask to the public and encouraged smaller companies to use the design and manufacturing process to get more to market right away.
Dyson developed a new ventilator in the UK in 10 days. And it looks like a Dyson! They’re waiting on approvals, but say they can make 15000 ventilators when they get the go ahead.
Ford is partnering with GE and 3M to make ventilators. Ford is also making face shields and has developed respirators for front line workers using the small seat fans out of their F150 line of trucks. They are living up to their messaging: Built Ford Proud. We’re sure people are holding their heads a little higher around Ford facilities right now.
We raise a glass to the craft breweries and distilleries that are keeping the doors open and making hand sanitizer by the barrel for front line workers and the public.
And who’s not doing such a great job? It seems that while airlines are taking a hell of a loss along with the tourism industry, they aren’t doing a lot to help themselves out any. Rob describes a painful experience with Sunwing, Kevin comments on how those Canadian traveller return funds are actually a loan, which seems both right and wrong at the same time. Not to mention the unnamed political and public figures who are using the pandemic to leverage their own personal brands at the expense of any sense of reality. Which is both greasy and gross.
Finally, we talk about this video which we came across from Under Consideration, and how nearly every big brand advertisement right now looks, sounds, and feels exactly the same way. We’re pretty sure these companies don’t all have the exact same brand, so why is no one standing out? Why are they all the same?
To sum up, maybe those in the B2B and B2B2C space need to take a step back and think about what they’re trying to say in this particular crisis. Things are changing and evolving every day. But if brands remain true to their core purpose and brand, they’re positioned to weather this fairly well.
Thanks for checking out the first episode of Kill the Ad Man. On our second episode, we have a look at how brands have handled other crises, some of their own making, some brought upon them. Either way, how they respond to the crisis informs what comes next. While that’s true for Global Events and Brands, it’s also true for small businesses as well.
Have feedback or a comment to make? Visit http://killtheadman.com and drop us a note on our contact page. Think we’re full of it? Completely agree? Fall somewhere in between? We’d be happy to hear from you. If you want to learn more about what we do at Rebox – a B2B Brand Distillery, visit us at http://wearerebox.com
Thanks for listening! We look forward to getting Episode 2 out very soon.
Kevin M. and Mr. Rob
If you want to read a bit more about some of the brands in today’s episode, please check out the Episode 1 page at http://killtheadman.com/episode