Trends Report

Use Values-Based Messaging To Emphasize Community And Ease Anxiety

October 21st, 2020
With contributors:
Emily Collins , Chahiti Asarpota

Summary

Amid the uncertainty unleashed by the pandemic, marketers must enrich their brand messaging with empathy and assurance and tune their brand image to reflect consumers’ “new normal.” Values-based messages include emotional appeals about courage and caring, explicit references to the pandemic, and structured programs that support their customers in dealing with the challenges of COVID-19. For more in-depth help with your messaging strategy, set up an inquiry.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.