Brands Supporting the LA Crisis
Source: Art.com
We have sadly but proudly seen this so many times by now, in the aftermath of a disaster brands come out in force to help. It’s our defining moment as marketers and while it’s a sad moment it does make me so proud to see all the brand activity. It’s our chance to show our people what we are made of and it’s our chance to give back to those who have made us, yes, brands. And it makes me so fulfilled, and it makes us all brands IMHO.
The fires of LA are still in mid-crisis so we are not yet in the aftermath and yet brands are already stepping in to offer their help. Local brands, national brands, charity brands, and even personal brands. It’s heartwarming to see, and many of them are also giving consumers ways to engage and join in the giving as well.
Airbnb was one of the first national brands out of the gate, offering stays in the LA area for folks who had to evacuate. The brand has done this before and now it’s doing it in LA. So good to see, thank you!
Chef Jose Andres and his World Central Kitchen has been feeding firefighters and those who had to evacuate for days now, like he has in so many disaster zones elsewhere around the world. This is his brand for sure and it’s amazing to see it almost instantly kick into action, right away on the ground himself. Many celebs have joined him, for the sheer will of wanting to give. Applause. I’ve met him, this is the real deal. This is his brand.
Local food delivery companies have been sending food to fire fighters, and we are thankful to them all. Local restaurants are offering their parking lots to people to park their cars and offering free food sent to their cars. Amazing. Local brands helping the locals and there’s nothing better.
Of course we are seeing many celebrities pledging their help and their resources and their funds to offer aid … personal branding coming to the rescue. Many of them have suffered themselves but they are still able to see beyond themselves to help others, a true gift that can’t be overlooked. Paris Hilton for one, yes!
Plus .. the thousands of product donations, especially from kids/baby products companies. Warms me to no end, as a marketer and a human. Bethenny Frankel and BStrong back at it again.
The fashion brands, and LA is a fashion city … with all the clothing donations to those who had to leave it all behind.
I have been honored to participate this past week to ideate about how brands can help in the moment and it makes being in this industry so meaningful. I am grateful that this is one way that I can give back, in addition to other ways too. Because this is what a brand that is a member of a community does, whether big or small, local or national, personal or corporate … we jump in and give back.
Hope you don’t mind me asking … What can your brand be doing? What’s your experience? JIM