A Wren Says

the way.  There is just something about an incoming storm that makes us crave bread and milk. Or rather, so many Americans rush out to stock up on those two essentials, specifically. Even though there are likely other goods that would be better in case of power outages, those two items are the ones that end up in grocery carts during panic buying. It doesn’t make sense, but it makes people feel better.

That is how we deal with crises.

Sometimes, when brands experience crises, they rush to do what seems like a good idea. But had they assessed the situation, they would have found a better solution. Just like when a calm shopper heads out, he might stock up on flashlights, batteries, candles, and shelf stable foods. He finds the best solution, instead of following the panic.

When the next crisis hits your brand, ask yourself if you’re using a “bread and milk” strategy, one built on pure emotion, or if you’re really getting to the root of what you really need.