In the excellent ARF-Ipsos webinar about Brand Purpose, the point was made that the people, having lost faith in the ability of governments to solve the world's biggest problems, now expect big corporations to fix them. I've reinforced this in the last two months in my blogs and vlogs and especially in my impassioned Simulmedia interview and this RBDR video. I've urged brands to pay off those new public expectations during the pandemic by making donations to provide urgently needed healthcare supplies and by brand messaging in all media, chronicling the heroism of the human race in its darkest hour. I've called attention to a specific Budweiser spot as a role model, yet cautioned brands that creativity would be essential so all of these messages do not seem identical. Other brands such as Dove and others too numerous to mention rose to the occasion.
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