The last twelve months have been a period of unprecedented change and our role as communications specialists has rarely been more challenging, both across society and business. Our world and our mission have changed so much that we have become a driving force in how organizations face now the new normal.
The value of communications is now much bigger than before the pandemic, in the definition of strategy in the boardroom and on the day to day execution. As we look ahead to 2022 there are three key trends that we see as critical for success.
Purpose is the new name of the game
Purpose’s place in organizations’ culture is well established. And that’s a blessing. Meaningful and transcendent purposeful business plans are being brought to life across organizations. In 2022 company purpose will be communicated and spread out in ways that are tangible for everyone across the business. Sustainability, Social Responsibility and Governance should not be have separate plans, driven by a separate departments but instead a core part of every organization’s overall strategy and culture.
One company who have been ahead of the curve on this are Ocado, whose core brand promise – Real Food. Real People – has really been brought to life over the last 18 months.
It is now an iconic name, which now represents the best of the present and the most promising of the future for online groceries.
This purpose in action has guided all campaigns, communications and charity partnerships.
If the pandemic has taught us anything it is the value of talking to people’s hearts. Particularly when it comes to communications. In fact, it could be argued that corporate speak as we know it is pointless and it is empathy that we expect from our leaders from now on.
In this new environment, brands need to develop new strategies to grab consumers’ attention by speaking to their hearts. To address this need, companies employ emotional branding as a way to engage their customers, appealing to their needs, aspirations, dreams – and even ego.
Taking an empathic stance and tone, set by the CEO, helps not only protect reputation but also drive future sales as customers engage with the brand.
At Dircom Partners we are experts in helping organizations and business leaders define, articulate and embed authentic communications programs. We offer a full-service communications consultancy and execution muscle for any need.
Be local, my friend
To truly engage audiences, communications needs to be local in 2022. There is nothing wrong with having a global strategy, one that aligns purpose and objectives across your operations, with central control of the corporate narrative and storytelling…but local execution.
Brands and organizations need to be able to talk the local language and do so in a way that resonates on a cultural and social level. One company who has consistently led the way on this over the past few years is McDonald’s. Anyone who thinks McDonald’s only sells Big Macs, Chicken Nuggets, Cheeseburgers, and McFlurrys is wrong. McDonald’s has been adapting its menu to the countries in which it operates for ages. To name a few examples: in Spain, they have the «Patatas Deluxe», in India the «Dosa Masala Burger», in the Netherlands the «McKroket» and in South Africa, they have replaced the standard BBQ sauce for the McBraai sauce.
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