Edelman has just conducted a 12-market study on the critical role brands are expected to play during the coronavirus pandemic, completed on March 26.
We interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S. This follows on a study that we released two weeks ago on the role of the private sector during the pandemic.
If you were ever in doubt that brands matter, this new data reveals the power and necessity of brand as well as their urgent need to act. Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual.