The recent Chengdu earthquake has been a very tragic experience for the people of China and all over the world. From this natural disaster, there are branding opportunities for companies. I for one believe in mutual benefits “I help you, you help me”. In the aftermath of the earthquake, it seems many companies had failed to act on the opportunity to establish a powerful image and name to their brand.
In the most recent earthquake of Chengdu, there have been massive demands for water, food and medicine. Companies could have reacted to this and shipped massive amount (and I mean massive, to the point of having surplus) of their brand water, food or even medicine to help the people in need. The shortage of pain killers for amputation purposes has made it extremely painful for the victims in Chengdu.
If companies had reacted to this recent natural disaster, they would have a stronger presence in China and will be hailed as a compassionate/heroic company that thinks about the people. This publicity will help them increase their brand image and name all around the world. Some companies did donate, but it was too little to create an impact. Many companies donated chump change when they have hundreds of millions to billions in revenue. It hurts your brand image a lot when you make a lot but give too little back.
If you represent a fortune 500 company, maybe suggest the idea to your boss; for there is still a shortage of supplies and resource. If you have trouble penetrating the Chinese market, maybe this is the best time? Help them to help yourself.
—Photograph by China Daily/Reuters
