Fashion brands and restaurants generate longing in the pandemic

Is it possible for someone to miss a brand? According to the study by branding consultancy Why, developed in partnership with Bridge Research during the pandemic, consumers not only missed brands but also habits and experiences.
The study was conducted from May to June with 500 people throughout Brazil and showed that, in times of deprivation, such as what we live in, people miss the ritual. The product or service, in many cases, remains within reach, but does not satisfy in the same way.
In a first clipping, the survey asked about the segments that people miss the most and found that, within a great diversity of responses and a certain spraying, there is a concentration of answers essentially in two segments: restaurants, pointed out by 22% of respondents and fashion, by 13%.
When asked about the brands they miss the most in both appear Burger King, McDonald's, Outback and Subway, Zara, Riachuelo, Nike, Adidas and Renner.
In the ranking of the ten brands that missed the most are Renner, Samsung, Cinemark, Burger King, Riachuelo, Nike, McDonald's, Zara, Adidas and Americanas.
The study shows greater consumer loyalty to their brand habits. Only 27% said they started using new brands and 73% said they did not use any new brands in the period.
Among those who have gained space in the minds and hearts of consumers are iFood, Amazon, Magalu, Nike and Nivea. The main reason pointed out by consumers is that these brands solved something of the day-to-day.
When the cutout is marks associated with self-esteem during this period appear Adidas, The Apothecary, Dafiti, Mary Kay, Natura, Nike, Nivea, Riachuelo, Ruby Rose, Skala and Vult.
Finally, the study also wanted to know where people discovered new brands during the pandemic. Friends and family come up with 47% of mentions. Then advertising on websites, with 39%. Advertising on Instagram, 33%, on TV, 14%, Facebook, 13%, OOH, 12%, email marketing 9%, Whatsapp, 9% and SMS, 2%.
Rodrigo Levenzon, co-founder of Why, reinforces the importance of the emotional bond between brands and people.
"Brands should understand the importance they have in the emotional sphere and value this in their communication, but mainly reflecting: how they can create services and experiences that lessen this sense of longing and create a sense of reunion with their fans."
Rodrigo notes that brands that have been accelerated by isolation have the challenge of maintaining relevance after all this passes. "And for this, the recommendation is very clear: centrality in the client. That is: experiences, products and services that really solve pain, whether functional or emotional.
Brands should invest in the process of understanding personas, mapping emotional journeys, and designing solutions that are useful to consumers."