How These 3 Brands Have Strategized Their Way Through The COVID-19 Pandemic
The coronavirus pandemic has destroyed the lives of millions. But it has been more than just individuals who have been impacted. Well-established brands, highly successful businessmen and entire industries have come crashing down in the past year.
While companies in the video-streaming, food delivery and online payment sectors have boomed, so many others have suffered terribly. Those who have survived more than a year of the pandemic have been ones with pre-prepared strategies and inspirational design thinking.
Let’s look at 3 such brands:
- TIGER AIR TAIWAN
This airline was the first of many to introduce the idea of ‘flights to nowhere’. The idea is simple- you walk into an airport, go through the security and check-in procedures and sit in a plane that will fly thousands of feet above ground. You feel like a tourist again, and you feel happy. This is true even if your flight lands back exactly where it took off from.
Humans love to explore, and not being able to travel for a year was really all the motivation needed for thousands of people who made this initiative a grand success. People got the chance to feel like tourists again, with a very scenic route, in-flight meals, free goodies and an overall virus-free experience.
Many airlines have also started offering home-delivered meals from their business and first-class in-flight menus. Curated by famous chefs and available with cutlery and beverages, companies like Singapore Airlines are charging as much as $1000 for a three-course meal customised for two.
In such trying times, TigerAir definitely paved the way for many airlines to be able to stay afloat and provide regular salary, albeit with a pay-cut, to most of their on-ground staff, cabin crew and pilots.
2. CALM
A popular meditation and mindfulness app, the number of active users on the Calm app skyrocketed after it strategically marketed itself as the ideal ‘moment of peace’ from a chaotic pandemic.
Their end-products are audios and videos about mindfulness, offering a helping hand and much-needed break to their users. Unquestionably, stress and anxiety levels have shot up for everyone this year. Calm, followed by its competitor apps, have been able to stay afloat by virtue of premium quality content personalised for their user base.
The creators analyzed the focal points of worry for a majority of their users, and employed that to their benefit by releasing blog posts, YouTube videos and Calm exclusive audios for their audience. Their sleep stories, guided sessions and relaxing soundscapes have grasped the attention of millions of people of all age groups from kids to adults.
Moreover, Calm’s commitment to customer service is evident in the raving reviews that the app has received, and the affordability of the service is an added perk. So, despite offering discounts and lowering their prices, Calm has been able to maintain at least some degree of profitability.
3. ZOOM
This is the obvious one. Zoom’s success has been filled with news outbursts, fake scandals and above all, endurance. But with a list of top-notch features, zero compatibility and high quality paired with impeccable customer support, Zoom’s stock has shot through the roof due to the pandemic-induced norm of WFH. (read: work from home)
The company has taken actionable advice from existing customers since its inception. In the past year, they have introduced features like customizable backgrounds, break rooms, collaborative whiteboards and and emoji reactions.
Of course, this list is incomplete without mentioning the e-commerce giant, Amazon. However, Amazon’s surge was predicted early on thanks to its global reach, easy access, affordable rates, speedy delivery and the vast range of products on-site.
Brands have spent millions since early 2020 on protective wear for their employees, testing, maintaining brand image on social media and boosting morale for the workers. The pandemic has definitely been an eye-opener to all, and for entrepreneurs to always have a future-focused view of their company.
People have adjusted to the new normal now, and the 21st century has allowed many to continue earning a livelihood from home, and support those who are struggling. So while everyone gets vaccinated and the world tries to go back to normal, at least we have the luxury of shopping, learning, working and spending time with our loved ones… online.
