BrandWeekReview. A New Global Brand and Multinational Mid-Day Meetings- #robertsrants
(Almost weekly) Tongue in cheek take on business, tech and brand.
by Robert Leinders-Krog
Learning #1: There Is A New Global Brand In Town. And Don´t Mention The War.
Great brands are touching us emotionally. They get us to talk about them in all aspects of our lives. They make us change our behaviour. Change the way we look at things. They create news. They are present in our daily lives, even if we don´t use them. And above all, they have something that unites us, something we can identify with. And the best ones are global.
This could be an intro to Nike, or Apple. Or IKEA, or even Tesla. But it is not. It is an intro to the global pandemic we are handling at this very moment. It is both sad, horrifying, and scary what the Covid-19 does to this planet. But I can´t help but being fascinated by its impact. And specifically the way it creates the same associations and patterns great brands aspire to create.
A friend of mine working as a CMO of a global consumer brand once said — “You are a global brand once you are found (as a replica)on the night market in Bangkok“.
This is surely still true, but looking at Covid-19 or Corona by itself is already a household name in almost any business and home in the world. Try to find a single business website that does not mention the “coronacrisis” or “our covid-19 actions”. Try to have a conversation with anyone (digitally of course) and avoid talking about it. Look at your email inbox and count the messages (not only newsletters) you still get that introduce themselves as “corona this or that”. Even though the temporary halt in production of Corona Beer is because of it not being essential business, not because of brand resemblance. Governments have created new words like coronalaw or coronasurvivors. Entire clusters dedicate resources to the #lifeaftercorona and we even see coronaprisoners and coronadetainees on the news lately. And the list goes on..
The virus has the greatest PR machine in the world: Fear fuelled by social media and general lack of information and data. It has moved into our lives and has taken up the top of the rostrum in a race for attention and relevance. It is a true global brand. Unfortunately.
I dare you. Try it. Have conversations that purposely don´t mention it. I am sure you will quickly feel like Basil Fawlty when he was not supposed to mention the war.
Learning #2: International meetings and workshops have never been easier. From Sydney to New York (via Bergen and Oslo)
You can say many things about this ongoing global crisis and the massive challenges it poses for businesses around the world. But there has never been a better excuse to do things faster, with less travel and more involvement of different parties involved.
Last Thursday we had a workshop at 12pm. Running it from Oslo, we had participants from New York, Sydney, and Bergen. Granted, it was early for the guys from NYC and pretty damn late for the guys in Sydney but still..
The client being a global company and superheavy Google Meet user from before, this workshop posed zero problems for them or us — neither in running it, or participating in it. Frankly, the switch from ever so important physical meetings to purely digital ones has been easier than expected. With everyone. Much easier.
Key takeaway from this (and the other eight workshop sessions these past days) is that digital workshops can be done faster, and in the very same way as physical ones, with different break out “rooms”, group discussions and strategic summaries. The need for clarity of process management and facilitation are even more obvious — and getting all participants to take part is challenging.. but everyone that has ever had a meeting knows that this is the exact same way IRL.
Although talking about what time to be back in the main session turned out to be quite tricky :).
Fingers crossed & have a nice weekend everybody. #letsdothis
Robert is an Oslo-based advisor & growth hacker for next generation global brands. A brand management expert and entrepreneur at the core, he is the CEO of XY01 and a keen writer and keynote speaker. European at heart, Scandinavian by trade.