No Rona During Corona (Part 1)

Many brand marketeers have been worried and concerned over the last five months about their brands in Covid times. Some are going through paralysis, some are going through analysis, and some are going through anxiety.

So, what should brand marketeers do now?

I strongly recommend my latest 18 Brand Mantras for brand building during Covid times. I suggest:

No Rona During Corona.

There is no point in crying during this time. Brand marketeers could cry about:

• Lockdown
• Stores being closed
• Production being stopped
• Fall in demand

But my strong recommendation is that crying will not help. Trying will help.

• Try to build brands on certain days, at certain locations, and where and when there is no lockdown.
• If there is a fall in demand, create new demand.

Use my first Brand Mantra:

Brand building is an ongoing, perennial process. It is like breathing.

• If you stop breathing, you are dead.
• If you stop brand building, your brand is dead.

Hence, it would be foolish to stop any brand activity, irrespective of the environment outside, since consumption has not stopped. Consumers are still buying, using, and engaging with brands.

Brands are built in the hearts and minds of consumers.

Use my second Brand Mantra: 

Many hotels, restaurants, and stores have been forced to close. The consumer and the customer cannot visit them. But if the consumer cannot come to the brand, then the brand must go to the consumer.

The Solution: Brands on Wheels

One of the best solutions during Covid times is taking the brand directly to consumers.

• Hotels like Marriott, Taj, ITC, and many others deliver selected dishes from their online menu to customers within a 2 km to 10 km radius.
• Takeaway services provide another option for consumers to enjoy their favorite brands at home.

Expanding Choices for Consumers

Traditionally, when you visit a hotel, you can only choose from the menu of the one restaurant where you are seated.

• But now, hotels can offer delivery from multiple restaurants within their premises.
• Consumers can enjoy a combined package based on their preferences.

Use my third Brand Mantra: 

The market exists in the mind.

• If you believe there is a market, then there is a market.
• If you believe there is no market, then there is no market.

Therefore, when everything else is closed, one thing should always remain open—your mind.

How an Open Mind Helps Brand Building

With the right mindset, brands can explore:

• New consumer segments
• New product and service concepts
• New packaging sizes and pricing strategies
• New advertising and distribution approaches

Thinking innovatively and adapting to the changing market dynamics will help brands survive and grow during Covid times.

Use my fourth Brand Mantra: 

Many brand marketeers make the mistake of comparing themselves with competitors.

• If a competitor is not taking action, they assume they should also do nothing.
• If the competitor is inactive or sleeping, they follow the same approach.
• This mindset leads to missed opportunities and brand stagnation.

Focus on Consumers, Not Competitors

• Competitors take away your money.
• Consumers give you money.

Like in cricket, focus on the ball, not on the bowler.

• Instead of watching what competitors are doing, dare to be innovative.
• Be proactive, explore new segments, and grow your brand.

Dare to serve the consumer, and do not compare yourself with the competitor

Use my fifth Brand Mantra: 

During challenging times, when:

• Sales are plunging,
• Companies are going bankrupt,
• Market uncertainty is rising,

There is a natural tendency to panic. However, panic leads to:

• Wrong decisions
• Further financial loss
• Brand deterioration

Stay Calm and Composed

• The world is facing rough markets, but panic will only worsen the situation.
• Rash decisions can harm sales and damage brand reputation.
• A calm, clear, and composed mind is crucial for making the right business choices.

Use my sixth Brand Mantra: 

During these Covid times, brand marketeers will face immense pressure to offer discounts.

• Consumers and customers will ask for lower prices.
• The temptation to discount may lead to wrong decisions.

Why Brands Should Resist Discounts

• If you have not reduced the quality of your product or service, why should you reduce the price?
• The best brands during Covid times have maintained both quality and pricing, such as:
  • Ecole Mondiale World School (Service Brand)
  • Kisna Diamond Jewellery (Product Brand)
  • Wellness Forever (Store Brand)
  • Starbucks (International Brand)

These brands have neither compromised on quality nor lowered their prices.

Instead, brand marketeers should confidently tell consumers:

“Count On Us, Don’t Discount On Us.”

This reassures customers that they can trust and depend on the brand without expecting price reductions.

Use my seventh Brand Mantra: 

Decades ago, I introduced my Brand Mantra:

“Jo Dikhta Hai, Woh Bikta Hai.”

Visibility is key to brand success. But in branding, what is most visible?

The Brand Logo

A brand’s logo and name are what consumers recognise and trust.

• During these challenging times, brands must ensure their logo remains highly visible.
• Consumers identify, recall, and trust brands through their logos.
• A logo makes a brand distinctive and memorable.

Maximizing Logo Visibility

Your brand logo should be seen everywhere consumers interact with your brand, such as:

• Visiting cards
• Letterheads
• Invoices
• Packaging
• Advertising campaigns
• Any consumer touchpoint

A logo is for the consumers—do not hide it, spread it wide!

Use my eighth Brand Mantra: 

Many brand marketeers and marketing students often ask me:

• What books and magazines should they read?
• What posts and blogs should they follow?

My answer is simple: While you may read any book, magazine, post, or blog, never forget to ‘Read The Consumer.’

Why ‘Reading the Consumer’ Matters

By observing and understanding consumer behavior, you gain insights into:

• Changing needs
• Fears and hopes
• Aspirations and despairs
• Concerns and joys

This knowledge helps brands:

• Offer relevant products and services
• Win the minds and hearts of consumers
• Drive sales, increase market share, and boost profits

Use my ninth Brand Mantra: 

Many brand marketeers have made a critical mistake during Covid times—they have:

• Stopped reaching out (distribution)
• Stopped preaching out (communication)

The Importance of Distribution & Communication

In a vast country like India, brand marketeers must ensure that:

1. Your brand product or service reaches the consumer.
2. Your brand message is communicated through the right medium.

Amul: A Perfect Example

Amul has successfully maintained both:

• Distribution – Its product range is available in towns and villages across India.
• Communication – It has effectively advertised on platforms like Ramayana and news channels.

Key Lesson for Brand Marketeers

Even during Covid times, you must continue to distribute and communicate—only then can your brand survive and thrive.

Use my tenth Brand Mantra: