Brand trust and the coronavirus

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. They interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S.

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.