We’ve developed a variety of advanced tools intended to make communication easier than ever and it has never been easier to connect or find someone.
We interviewed Nevena Kurtović, Managing Director of Fusion Communications, for The Secret Formula of Communications special issue, about changes in the communications sector, consumer behaviour and what awaits us in the future.
How will brands develop in the future in the so-called new normal circumstances?
The ‘new normal’ was one of the key phrases used last year and yes – the pandemic has generated many changes, some of which we were already waiting in the background to happen and were fast-forwarded, others that happened unexpectedly, leaving many unprepared. Be it one or the other, the fact remains that brands must evolve regardless of ‘new’ or ‘old’ normal. The shift happened in the needs of both consumers and the public. We live in a world of content overload, so what must a brand do to differentiate. Now more than ever, having a unique approach is important.
Brand values have been more important than ever. Not just defining them but implementing and living true to them. A work-life balance, people and environment-oriented approach — all of these traits are coming to the forefront in various communication tools and with not just companies, but individuals.
The Covid-19-induced crisis has permanently changed consumer behaviour. What are the main principles of communications today?
A focus on communication between brands and consumers has always been imperative. It’s only through clear, regular and two-way communication that a brand can make an impression and effectively communicate to its audience about how the brand itself is adapting. A world that is still feeling the effects of a global pandemic does not want to buy from a brand that is loudly centred on the material. The emotion needs to be triggered, the unity and mutual recognition.
“The relationship between agencies and clients should always be a partnership, together they create success which leads to long-term collaboration”
Letting customers know how much brands care is important — and so is letting customers know what the brand is doing about a certain problem or issue. When there is any kind of turmoil, we now turn to our favourite brands/companies/individuals to check if they are taking a stand. In some cases, it helps define our attitude and opinion, and in others, it defines our opinion of the brand.
How do brands survive and adapt in a given situation and what will be the role of the agencies in that process of adaptation?
Ultimately, brands must always be ready to adapt. They must be light on their feet, observant, responsive and sensitive to the needs of their audiences. They need strategies that encompass what we never thought possible pre-pandemic.
The relationship between agencies and clients should always be a partnership, in which together on a goal-driven path each side navigates through its role and together they create success which leads to long term collaboration.
What awaits us in the future? Is there a light at the end of the tunnel in 2021?
Communication should always strive to lead to progress. And it should ultimately result in a more productive understanding. Effective communication is what helps you gain agreement, share your ideas, sell things and generally achieve your objectives. Most importantly, it strengthens and maintains key relationships.
We’ve developed a variety of advanced tools intended to make communication easier than ever and it has never been easier to connect or find someone as we have so many options to communicate. Having that in mind, the misunderstandings have grown, leading often to glitches in communication. We need to focus on how we say things and we need to reconnect in real life. The future needs to be a consortium of emotion and technology.