Transcending COVID-19 Learnings Into Strategically Aligned Brand Marketing

Sue Beigie

Brand Marketing Director at State Farm

Learning Objectives

By necessity, all brands quickly adapted their branding and marketing initiatives to the COVID-19 crisis. At State Farm, we developed our COVID-19 Brand Response by staying true to our business strategy while docking into our almost-100 year approach to catastrophes. Our marketing approach built upon our weather/CAT marketing framework of Preparedness, Response and Recovery helped steer our engagements over the course of the year.

Key Takeaways:

  • In a crisis, strategic rigor and authenticity is key

  • A recognizable framework rallies the organization to respond and quickly evolve

  • Ongoing results evaluation allows necessary investment trade-offs, especially in a crisis