Companies must be empathetic to build brand reputation in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 2:47 AM UTC

Prepare for a strong recovery in the coming year.

This article suggests measures brands can take to protect their brand reputation in 2021. Since the pandemic has forced a lot of interactions online, brands must be as tech savvy as they can and opt for personalisation over generalisation, be it B2B or B2C.

The article states that 2021 will require PR firms and their clients to establish genuine, empathetic connections with customers. Companies could do well to include the employees in their biggest decisions to build brand reputation.

If a company must pivot, it would require considering a direct-to-consumer model especially for those in retail. Next year will also need brands to be clear and transparent about their values, mission and purpose while standing for them.

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