No Rona During Corona (Part 2)

This brand mantra is at the heart of this article—“No Rona During Corona.”

Many sales and brand marketing professionals have used Covid times as a grand excuse for not doing their work—even when and where it is possible.

The Problem: Excuses Over Action

• Many companies have not restarted their brand marketing and sales work.
• Their teams have found an excuse to avoid:
  • Physical visits and calls
  • Online communication
  • Telephone outreach

The Choice: Uses vs. Excuses

Sales and marketing professionals have a simple choice:

1. Be full of uses – Take action where, when, and how it is possible.
2. Be full of excuses – Avoid work, blame the situation, and miss opportunities.

Focus on What You Can Do

• What is in your control? Do it.
• What is out of your control? Accept it.

Success in marketing comes from action, not excuses.

Use my 11th Brand Mantra: 

During these Covid times, businesses have started differentiating between offline markets and online markets.

• This differentiation has always existed but has now become more pronounced.
• However, both offline and online are simply channels of distribution and communication—they represent the same business.

The Power of Inline Marketing

Instead of choosing one over the other, I recommend:

“Not Only Online, Not Only Offline – Use Inline Marketing, In Line With Consumer’s Expectations.”

How Consumers Shop Today

Consumers engage in multiple buying behaviors:

1. Browse Online, Buy Offline
2. Browse Offline, Buy Online
3. Browse Offline, Buy Offline
4. Browse Online, Buy Online

Why Restrict Consumers?

• Forcing consumers into a particular shopping pattern is a mistake.
• Consumers should be given the freedom to choose how they interact with a brand.
• Successful brands adapt to consumer preferences rather than dictating them.

A Successful Example: Lenskart

• Lenskart started as an online brand.
• It then expanded offline with physical stores.
• This hybrid approach helped the brand grow brilliantly by being “in line” with consumer expectations.

Use my 12th Brand Mantra:

During Covid times, consumers have faced severe restrictions:

• Restaurants are closed.
• Multiplexes are shut.
• Outdoor consumption is limited.

However, consumption itself has not stopped.

The Rise of Home Consumption

• Indian consumers have increased home consumption.
• They have loudly declared:

“Home Delivery Is My Birthright.”

Brands That Have Adapted to This Shift

From local stores to global brands, everyone has embraced home delivery:

• Neighborhood kirana stores & chemists
• BigBasket, Swiggy, Zomato
• Ikea, jewelry brands, ice-cream brands

Consumers now expect brands to serve them at home.

Use my 13th Brand Mantra:

The market has changed, and so have consumer expectations:

• What we consume
• Where we consume
• Who consumes
• When we consume
• Why we consume
• How we consume

The Key to Brand Survival: Adaptation

Brand marketeers must adapt their strategies so that consumers can adopt their brands.

What Needs to Adapt?

• Pricing & Positioning
• Product & Packaging
• Advertising & Promotion
• Distribution & Customer Service
• Sales & Segmentation

A Powerful Example: Health & Hygiene Products

• Hand sanitizers
• Disinfectant sprays
• Floor & bathroom cleaners
• Air fumigants & vehicle sanitization products

These categories quickly adapted, and as a result, consumers readily adopted them.

Use my 14th Brand Mantra:

Many new segments and product concepts have emerged during Covid times.

Brand marketeers must follow a systematic approach to capitalize on these opportunities:

1. Map the Market

• Identify new geographical, demographic, and psychographic segments.
• Understand emerging consumer behaviors and needs.

2. Tap the Market

• Engage with potential customers.
• Develop strategies to attract these segments.

3. Cap the Market

• Convert these segments into loyal consumers.
• Strengthen brand recall and customer retention.

The Final Step: Capture the Market

Many brand marketeers miss opportunities because they lack a structured approach.

When you map, tap, and cap – you capture the market.

Use my 15th Brand Mantra:

Turbulence in the Market Is Not New

• This is not the first time that markets have faced trouble.
• This is not the first time that companies have struggled.
• And this will not be the last time either.

The Key to Success: Responsibility

• Running away from challenges is not a solution.
• Taking responsibility leads to rewards.

The Onus Is on Brand Marketeers

• Face the market head-on instead of hoping problems will disappear.
• Take responsibility towards:
  • Consumers
  • Customers
  • Yourself
  • Your brand

The Bonus of Taking Onus

• Better results
• Stronger brand loyalty
• Market leadership even in tough times

By adopting a ‘soch and approach’ mindset, you can win despite challenges.

Use my 16th Brand Mantra:

Just as we boost our immunity as human beings, brands must also strengthen their immunity during challenging times.

Why Brand Immunity Matters

• We take care of our health and bodies.
• We protect ourselves from infections and viruses.
• Similarly, brands must protect themselves from market instability.

How to Boost Brand Immunity

• Follow good marketing practices.
• Avoid bad marketing practices.
• Strengthen brand positioning and consumer trust.

Health & Brand Success Go Hand in Hand

Whether it’s for personal health or brand health, immunity must be a top priority.

Use my 17th Brand Mantra:

Many brand marketeers focus solely on:

• Existing, loyal, and ever-used customers.

However, they often miss out on a huge opportunity—the never-used customer segment.

The Fastest-Growing Market in India: Never-Used Customers

Consider the impact of Covid times:

• Schools and colleges have moved to online education.
• A new breed of never-used customers has emerged—parents who have never bought laptops, tablets, or smartphones before.

The Buying Behavior Shift

These never-used customers now need devices for their children’s education:

• Internet connections
• Laptops
• Tablets
• Smartphones

Other industries, such as hygiene, masks, and sanitization, have also benefited from first-time buyers.

The Opportunity for Brand Marketeers

• Target both existing and new customers.
• Identify emerging needs and provide solutions.
• Expand brand reach by converting never-used customers.

Use my 18th Brand Mantra:

These 18 Brand Mantras will help your brand grow in:
Sales
Image
Market Share
Profit

By applying these principles, brand marketeers can truly shout and say:

“No Rona During Corona!”