Brand Innovation in a Post-COVID World
Photo by Ella Olsson from Pexels
There is a legendary story told about Southwest’s then-innovative seating plan. To stay financially afloat a few decades ago, they had to run more flights. With a limited supply of planes, they needed to increase their time in the air and reduce the time on the ground. Wa-lah! The boarding groups of A, B and C. They didn’t raise their prices. They just got more people in the air. And they endeared their brand to value travelers everywhere.
Something similar is happening now. The pandemic is calling for some serious creativity. In an unprecedented time of life disruption. The slate for change is blank. What is it that we need now? Here’s a look at a few new business models creating new branded experiences.
The digital delivery spin-off
A concept that was well underway before the pandemic hit is the digital-only food delivery brand. Our stay-at-home mandates helped drive up demand but these very tailored concepts have been rising in popularity by the thousands globally. Retail restaurant brands are spinning off popular parts of their menus and creating bespoke opportunities. As local mom and pops struggle to keep their doors open, targeting and data are helping corporate brands find hungry consumers with unmet palettes. In fact, it’s reported that over 100,000 virtual-only brands now exist online, taking over ghost kitchens and partnering with delivery services such as Uber Eats and GrubHub.
What’s up for grabs? Ripe for cementing a new brand experience delivered in-home are not only the quality and caliber of the ingredients and flavors themselves but the presentation and even interactive experience upon arrival. Out with the clamshell plus ketchup packet and in with delight, interaction and a social experience, whatever that may be.
The branded online funeral
A sign of the times. Call it a need? Due to Covid, daily deaths have increased by 1/3 in the United States. In-person end-of-life ceremonies are embedded in religious tradition not to mention critical to mourning and celebrating those near and dear to us.
Brands are meant to represent experiences, set expectations and generally create shorthand for a promise. So Sympathy Brands worked with Zoom to create the ViewneralTM. As I watched my first, and the minutes clocked slowly by, watching the family and Rabbi graveside at the Shiva of my friend in Brooklyn, the virtual experience could not have been more meaningful in a wholly unique way. All from my couch in San Francisco. Dare I mention my gratitude that it was powered by Zoom? Except for seconds of a sound issue early on, I treasured every minute of that cold, foggy Sunday morning.
In the most trying of circumstances, this is exactly why brands matter and why innovation is critical.
WHAT’S NEXT?
Mission-critical innovation will come in many forms and here are just a few of the spaces to watch:
Mix and match health solutions are popping up as consumers struggle to pay rising premiums. From DIY pharma solutions including vitamins, minerals and supplements, to on-demand text-based healthcare to at-home workouts and training, COVID has catapulted consumerism down unexpected avenues of immediate and seemingly lasting need.
‘The Mall’ as we know has been declining in popularity for years yet consumer experiences (festivals, theme hotels, pop-up dining experiences) have been increasing. As retail leases dwindle to the low teen percentages, watch for these natural city gathering spots to take on new meaning as we emerge socially starved from our homes later this year.
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