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  • Juanita Viale

How stronger businesses are going beyond the brand.

The headlines read, Armani's factories to make medical overalls; Louis Vuitton owner LVMH to make hand sanitizers to fight coronavirus; James Dyson designed a new ventilator in 10 days. He's making 15,000 for the pandemic fight.


In the midst of the Covid-19 pandemic, we are witnessing the rise of major brands stepping out of their traditional branding and stepping into a conscious-based collective response of helping in the fight against coronavirus.

Apart from giving donations, these companies are demonstrating their adaptive power by producing the much needed medical supplies and equipment that are clearly lacking even in the world's most developed countries.

The ability and willingness of a company to go beyond their brand during a time of crisis speaks volumes of their core values as well as revealing their strength.

During a time of crisis when the fear sets in followed by the natural tendency of freezing the budget or production to be "safe", the capacity to go beyond this mindset is difficult to say none the least.

But in life, growth and expansion are the result of doing the things that scare us the most.

"Do the thing you fear to do and keep on doing it...that is the quickest and surest way ever yet discovered to conquer fear." - Dale Carnegie

Right now its coronavirus, perhaps tomorrow it will be a natural catastrophe from global warming, the unknown constant of future disasters will always be there as they always have been. The only difference is now through technological advances we can witness them in real time as they unfold.

So while this can be used to our advantage in the efforts of battling the disease in this particular case, it has also served to spread the disease of fear.

The focus now is not only how or when we will move past this pandemic, but the intrinsic emotional intelligence required to evolve from it.

The businesses who are embracing the idea of creative solutions in serving a higher purpose for humanity are the ones that will pave the path forward.



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