Business As Unusual: Brand Strategies For Navigating Covid-19’s New Abnormal [Forbes]
JD.com, Inc. - American Depositary Shares (JD)
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Source: Forbes
While it would be premature to predict the legacy of Covid-19 regarding consumer behaviours (as psychologists tell us, it takes 66 days to create a new habit on average, and lockdown is still a concept being grappled with) key signals emerging from the eye of the storm reveal not just the smartest brand responses to the current situation, but those likely to have legs when regeneration proper begins:1 . Purpose Gets Real: Care Culture & The Knowledge PremiumLVMH repurposes the production might of its scent & cosmetics business to battle Covid-19 chaos.Echoing the backlash against ‘brand purpose’ as little more than marketing fodder have been a handful of reactions filling deep municipal holes with legitimate dynamism. “This will be the stake in the heart of brand purpose [as a marketing message]. It’s clearly about action now,” says British consumer psychologist Paul Marsden.Those already walking the walk include Boots, which has stepped up into a surrogate national health service, is
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News
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JD
Earnings
- 3/6/24 - Beat
JD
Sec Filings
- 4/18/24 - Form 6-K
- 4/18/24 - Form 6-K
- 4/18/24 - Form 20-F
- JD's page on the SEC website