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

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 Covid19’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.