The many faces of the coronacrisis

Column Ronald Jansen – Consulting Partner

Just a few weeks short of 5 years ago, Bill Gates predicted that we wouldn’t be ready for a pandemic. Viruses would form a bigger risk than nuclear missiles. And he gave a few very specific measures to make an outbreak less drastic. We could save millions of lives and billions in economic damage. The man who managed to provide almost all computers with his operating system, was unfortunately not capable of reaching and convincing the world leaders and the WHO. The crisis has made its entrance, and we are right in the middle of it. With all its consequences for firstly the many people who have gotten infected, and of course the economy. What was interesting about his TedX presentation at the time, was that he indicated that there are many reasons to be well prepared:

• Advantage of science and technology: we can map out people’s behaviour via mobile telephony and satellites to predict behaviour and developments.
• We have invested a lot in the army and understand war: people are always prepared to intervene; they can scale up and set-up mobile units.
• Training and testing: defence is the example of being trained, from communication to men. Simulate situations to see where things go wrong and improve yourself.
• Continuous R&D: continuous investment will have to be made in testing and searching for solutions, preferably not afterwards.

Whilst re-watching the clip, I realised that on a brand level, a lot of brands have already accepted this way of working: behaviour as a predictor of future behaviour, the application of science, agile working and acting quickly, continuous testing, modelling and investing in research. The brands that understood this approach and have been using it for some time will also recognise it. All the more confrontational that such an approach has failed in global health care. This begs the question; what now?

We have to keep going. No matter how difficult it might be. The economic challenge is not demand-related, but more supply-related. But it is expected that the demand side will also be changing soon. As we speak, DVJ Insights is studying this to inform brands as quickly, and as good as possible about how to act. And the crisis also forces creativity and innovation. All around us we see examples of how entrepreneurs and brands adjust business models. But what is evident, is that there is no fast way to put this behind us. Many marketing resources will have to be adapted; just think of activation on location or via events, it will be impossible in the coming months. Brands that have built up a position based on science, testing and research – have an edge. Others who didn’t have it into place yet, will have to very soon. Bringing innovation forward. Purposefully implementing purpose, by responding even better to what the consumer needs in the coming months. And test whether the things you innovate and communicate, will work. This is not the time for trial and error.

There are tentative positive reports from Asia, where new infections have gone down massively, and a vaccine is being worked on around the clock. So, there will come a time – hopefully not too long from now – when the deferred consumer demand will increase once more. It seems like it’s the time to invest in systems for sustainable and long-term brand growth such as data analysis, science and fact-based marketing, and a lot of testing. Invest in innovation. And use this time to think and test what your purpose really is. Right now, in this crisis, and for the post-corona era. We are happy to help and think along, but above all else, stay healthy!