Blog

Everything has changed in the last few months, we all had to adapt to a new way of life. Organizations have also had to adapt, probably more than ever.

Many brands left their plans behind and decided to respond to the needs that were being felt. .PT also did that. We have extended the support to initiatives that, in some way, help in this contingency period: we offered .pt domains, donations and computers. It was not a communication strategy, but that was not what we wanted either. We felt, and feel, that we cannot leave anyone behind...

The way of communicating has also changed, initiatives have moved to digital and we all need to be more original in our strategies. Many initiatives and events were canceled and ended up having a huge impact on the communication strategies of the brands. However, brands cannot and should not stop doing communication. We must think in a new communication strategy that responds to the new reality. How will communication be in the post-pandemic? Will television regain the prestige of the old days? We do not know, but probably not. After all, digital is the protagonist of this pandemic. Nobody could remain indifferent to digital and now it has become essential.

In addition to digital, brands' relationship strategies with their audiences are also likely to be a priority. The brands' discourse will have to be readjusted: more emotional, authentic and closer to people. The brands that make a difference in society and in each other's lives are never forgotten. That is why we easily remember the brands of our childhood that marked us particularly. I personally have not forgotten brands like Gorila, Vigor, Raider (i.e., Twix) or Telecel (i.e., Vodafone).

The pandemic brought a new normal, but also a great opportunity for digital, and, of course, under .pt.