COVID-19’S Impact on Brand, Campaigning and Marketing Creativity: A Social Marketing Theoretical Approach

Abstract

Covid-19’s impact on brands, creativity and marketing have been neglected as studies are being drawn on broader business and economic aspects. The research explores Covid-19’s impact on brands, creativity and marketing using a qualitative approach. The social marketing theory and related empirical applications were applied to find future areas of applications and establish sound basis upon which provide practical strategies needed to enhance financial and organizational performance were provided. Established findings depicted that shows that when the pandemic hit, consumers were moving their focus from the top pyramid (self-actualization and esteem) to the bottom (belonging and safety needs) of Maslow’s hierarchy of needs. The findings revealed that the SMT’s collective theoretical ideas suggest that it is vital for companies to promote valuable information during and after Covid-19 using creative branding, advertising and marketing strategies to enhance their financial and organizational performance. Illustrations made using the SMT depict the importance of targeting the right audience at a time when Covid-19 has altered consumers’ behavior, tastes and preferences. The Research recommends that creative, practical and innovative branding, marketing and advertising approaches be devised to create audience awareness, target the right audience, reinforce messages, cultivate impressions or images, stimulate interests and induce desired results for firms to enhance their financial and organizational performance during the Covid-19 era. Such forms a sound theoretical and practical base on which the present research’s contributions and novelty are centered.