We're approaching what I hope is the beginning of the end of the pandemic, and brands are facing a transition that nobody's talking about: how do you stop being a pandemic brand and start being... whatever comes next?
We're approaching what I hope is the beginning of the end of the pandemic, and brands are facing a transition that nobody's talking about: how do you stop being a pandemic brand and start being...
For two years, every brand communication has been filtered through COVID. 'In these unprecedented times.' 'Now more than ever.' 'Safely.' Every message has been safety-first, empathy-forward, community-focused. And that was appropriate! But it's becoming exhausting. Consumers are ready to feel something other than collective anxiety, and brands need to match that shift.
The tricky part: the transition won't be a single moment. There's no date when everyone agrees the pandemic is 'over.' Different audiences will be in different places emotionally. Some are already living post-pandemic lives. Others are still isolating. A brand that pivots too fast will seem callous. A brand that pivots too slow will seem stuck.
My recommendation: gradual tonal evolution rather than abrupt repositioning. Slowly introducing energy, ambition, fun, and forward-looking messaging while maintaining empathy. Think of it like gradually turning up the lights rather than flipping a switch. Let the audience set the pace and match their energy rather than leading or lagging it.
Truffles and Barnaby have been my pandemic coworkers for two years and I'll miss having them on every call. But I'm also ready to see humans again. I think everyone is. Brands that can capture that specific mixture of relief and excitement and tentative hope will own the next chapter.