Library of Decorative Throw Pillows

By: Tom Hutchison, Senior Product Manager, Amazon Ads

Working from home during the pandemic has caused many of us to take a fresh look at our environments. Personally, I was surprised to discover that I own a library of decorative throw pillows. In a rarely used closet in my office I unearthed the accent pillows from at least three different furniture purchases. I came across pillows for Christmas, autumn themed pillows and a particularly large pair featuring drawings of what I can only assume are jazz musicians. None of them work for our current decor, but there they are, taking up space that could be used for something entirely more important. 

Advertisers, in this time of disruption, have a similar opportunity to examine their brand environment to see if they employ tactics that don’t really work for them anymore. Like the red plaid pillows that are no longer in fashion, some marketing programs don’t create enough value to justify the effort they require. This is especially true now as consumer behavior has changed due to the pandemic and the accompanying lock downs. For example:

Lives have become even more digital.

In 2020, US adults increased their time spent with digital media by nearly an hour per day, while traditional media consumption continues to decline. Yet, some companies have brand experiences that are optimized for print. They’re missing out on movement, sound and interactivity made possible through digital channels. People are unable to see how vibrant and vivid the brand is. Having a brand experience designed for print is like that pair of green velvet cushions that were probably handed down from my mom. They worked in the 80’s but not today.

Purpose is more important than personality.

Along with COVID-19, people continue to reckon with social injustice that can no longer hide in the shadows or masquerade as traditional values. Many, especially members of younger generations, expect, even demand that the brands they join have a position on issues that are important to them. Public statements and policies about racism, gender identity, climate change, homophobia and transphobia, income inequality are among the many concerns that affect the way a brand is perceived. Remaining impartial may not harm a brand, but it misses the opportunity to make a personal connection. Like a pair of plain, solid, off-white pillows, neutrality does little to affect people in a meaningful way.

Agility is life.

The world is changing quickly. Reacting to case surges and understanding infection rates is critical for staying safe. Shifting rules for lockdowns and inconsistent vaccine requirements have left many people confused and nervous. Brands that acknowledge and respond to these fluid conditions have more personal relationships with their customers. A brand identity that appears sluggish implies that it can’t change for the times, driving people to competitors who seem nimble and spontaneous. Like pillows adorned with pink and greens flowers that will only every work with one specific couch, a slow, static brand will render itself obsolete.

When it comes to brand identities there are no absolutes. A brand that markets mostly through print and direct mail may want an experience that’s optimized for physical formats. Companies that take a position on a controversial issue run the risk of alienating existing customers. An unwavering brand can be seen as steady and reassuring. The point is to look at the collected tactics to see if they still serve you. This is the perfect time to make that kind of assessment because the upheaval in the world forces us to take a fresh look at ourselves and our brands. Missing this opportunity isn’t a fatal mistake, but it may cause you to allocate space to things you don’t need, just like my library of (outdated) decorative throw pillows.