As marcas desempenharão um papel de liderança em reiniciar o pulso das economias em todo o mundo. As marcas transmitem a fonte, a qualidade e a autenticidade dos produtos - um artigo de Joel E. Netty, Presidente e Presidente Mundial da International Advertising Association. Seu impacto tem sido enorme e os governos de todo o mundo foram sobrecarregados com um problema multifacetado. Pandemia. As marcas transmitem a fonte, a qualidade e a autenticidade dos produtos.
It is an undeniable fact that the COVID-19 pandemic has fundamentally altered our world and how we – as humans – interact with our environment. Its impact has been massive and governments across the world have been encumbered with a multi-faceted problem.
Not only have they had to bear the responsibility of finding innovative ways to protect their people but they are also having to find ways to either build resilience to withstand the impact of the COVID-19 pandemic on their economies or finding ways to kick-start economies that have been severely hit by the impact of the pandemic.
Fact is, brands will play a leading role in re-starting the pulse of economies across the world. Brands convey the source, quality, and authenticity of products.
Marcas representam criatividade, inovação e otimismo. As marcas fortes restauram a confiança do consumidor e a concorrência da marca pode reconstruir a força econômica. De fato, a pesquisa mostra - como a análise apresentada pelo financiamento da marca neste relatório - que a importância das marcas realmente aumenta durante os períodos de crise. - Escolha, confiança, identidade, orgulho e paixão, entre muitos outros. Ao mesmo tempo, eles destacam o que será perdido para todos nós se morássemos em um mundo sem marcas. Seria um mundo mais pobre, com menos escolha, menos clareza e menos confiança. Mas uma coisa é certa: “Isso também passará!”
This is why the IAA is launching a global campaign, 'Why Brands Matter', to promote the role brands can play in driving economic revival.
Our campaign visuals show the benefits brands bring to consumers - choice, trust, identity, pride, and passion, amongst many others. At the same time, they highlight what will be lost to all of us if we lived in a world without brands. It would be a poorer world with less choice, less clarity, and less trust.
These are reasons why brands matter … and why at the IAA, we love brands!
These indeed are tough times for countries, people, and brands. But one thing is for certain: “This too, shall pass!”
Como está se tornando meu costume, deixe -me terminar com um provérbio africano que coloca nossos papéis em perspectiva. Diz: “Onde você se sentará quando estiver velho, mostra onde você estava na sua juventude”. São as marcas que aparecem em períodos de crises que serão lembrados quando a poeira dessa pandemia e todas as outras crises se acalmam. Um ambiente em que as marcas são protegidas e nutridas e permitidas para cumprir todo o seu potencial.
In other words, the actions all of us – governments, citizens, brands, and marketeers – will determine where we will be in the future. It is the brands that show up during times of crises that will be remembered when the dust of this pandemic and every other crisis settle.
Let me also use this opportunity, on behalf of the International Advertising Association, to call on governments and all brands around the world to work together to create an environment that gives consumers the confidence to invest in brands that matter to them; an environment where brands are protected and nurtured and allowed to fulfill their full potential.
