At a packed event held by Brand Solidarity, hard-hitting techniques for brands and individuals to use in support of Ukraine, were offered by a panel of branding, PR, and social media experts. The key messages were: move fast because you’ll be remembered for dithering, be united to have impact, and be authentic – don’t turn your action into a brand message – Brand Solidarity is about “them’” not “you”. See below for the list of Brand Solidarity tips for supporting Ukraine.
Brand Solidarity is a movement mobilising brands throughout the world to demonstrate their support for Ukraine; by featuring the Brand Solidarity logo on as much marketing material as possible, a relentless visual display of global solidarity can be created. By doing this, people throughout the world, including Russian citizens, politicians and oligarchs, will receive the loud and clear message that the world is with Ukraine and wants peace.
Marcel Knobil, founder of Brand Solidarity, hosted the panel of experts (at Brand Finance’s Global Soft Power Summit) consisting of: Sophie Devonshire, CEO, The Marketing Society, Felix Henderson, co-founder, The Look After Group, Neville Henderson, social strategist, writer and podcaster and Marina Pesenti, a member of the Ukrainian Institute’s Supervisory Board. On a practical level, Pesenti said, the most urgent need was for investment in equipment protecting the numerous citizens supporting the soldiers – many don’t even have helmets. She went on to say how the action many UK businesses has taken is overwhelming but she hopes that the support won’t wane as time goes on. Knobil agreed: “Brands and individuals must do all they can to keep this crisis on the front page – this war is not just fought on the battle field but on social media, newspapers, and TV too.”
Social media has become key to communicating the truth and, said Henderson, we must continue to engage with young people, and give them the facts, as they have enormous power to spread the message. This is especially pertinent in light of YouGov’s latest research revealing that whilst three in five Britons say that they are less likely to buy from a brand doing business in Russia, this rises to two-thirds of those aged 50-65+, but falls to just one third of those aged 18-24.
Hobson commended businesses and people to push their industry bodies to unite and amplify the message of support. Approaching 100 brands, plus associations including the Institute of Directors, Essex Chambers of Commerce, and The Marketing Society, have united under the Brand Solidarity banner. Devonshire said whether a brand or individual, you are what you do, not what you say, and paraphrased Jeff Bezos: “this is all about deeds not words.”
Attendees including various industry leaders and Vanessa Feltz, TV and Radio Presenter and Journalist, as well as Leanne Benjamin former Principal of the Royal Ballet, participated in the discussion.