We suggest a rebranding of the crisis

How do we handle the crisis, how do we act, what decisions do we take, with what consequences, what should we do, what we shouldn’t do at this time, these all thoughts that do not leave us alone. Because we meet her everywhere, the Crisis! This character goes into supermarkets, at the filling station, has a sit at the cinema, serves you at the restaurant, comes into your home, talks to you, controls your actions, limits your credits, influences your finances, recalculates your budget! Can we protect ourselves, can we escape its effects? We don’t know. As any social phenomena, it has an image, built and maintained through speeches and actions, re installed through verdicts and forecasts. And if the image has influence on behaviors, than let’s change its image.

We suggest a re-branding of the Crisis!

First, let’s analyze it, in order to identify its weak points and trumps: what is it or who is it? A first assertion , the most logical of all: crisis is a reality, it can be proved by numbers, data, graphics. We describe it in details, in influence, in consequences, in amplitude. We can minimize it or even deny it considering it an urban myth, a legend that reappears in economic hard situations taking over on clear judgments in normal times, spreading as a terrible rumors on unidentified menaces. No matter how we look at things, Crisis is a phenomena that reappears, spreads, lasts in time, threatens, has climax, consequences and o course a decline.

Then comes the delicate and interesting part o the process: the strategic redefining of features of the crisis with the purpose o repositioning. We create a new personality to the crisis! We start by giving it a new name, distinct and easy to remember. We’ll name it Crissis, in order to differentiate it from its copy, the new verbal identity being ideal to communicate the desired message with great success. We want a friendly Crissis, funny, comfortable, that brings the necessary changes as smooth as possible and that offers us he good things we are waiting for. We need to give it a positive image.

After building the new personality in the smallest details, here comes the implementation: efforts to communicate systematically on all channel for the positive image to be adopted by the public.

The voice tone will be optimistic and ecstatic. We could have chosen the smart, wise, expert tone. But as Crises is a subtle phenomena, we’ll fight against it with its own weapons.

Instead o giving it a smart message, with scientific and statistic arguments, we chose a congenial message, tonic and simple, emotional with ingredients, to which we’ll add necessary humor.

The Crisses becomes likeable, it shows itself in the best of lights, it is not threatening anymore, it’s a predictable character, it passes mental impediments and awakes the faith and optimism in a better future. As a consequence of the re branding, the Crisses becomes our new friend, meant to show the principles we should follow and re balance a correct and coherent system of values. Let the Crisses be good