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Inclusivity isn’t a new word to most of us — but did you know about its applicability in design?

Inclusive design is a design practice in which products and services are created to be accessible to as many people as possible, regardless of their age, gender, or ability. It places people at the center of the design process, assisting designers in determining how to best meet human needs in order to achieve universal usability. Designing for inclusion highlights the opportunity that product designers have to help people from all walks of life; designing for the disabled is, in essence, designing for everyone.

What does inclusive design mean?

It is the continuing process of creating solutions that take into account the perspectives, experiences, and situations of people who have previously been ignored, and eliminating points of exclusion.

Let’s look at the various circumstances that can lead to someone being included or excluded to get a better understanding of this. Race, gender, mobility, and age may be examples of physical, permanent, and non-situational factors that are part of how someone interacts with or interprets design. For example, let’s say there’s a poster at a community centre for a racially diverse neighbourhood promoting a new knitting class. What if the image on that poster shows a group of people that all share one specific race exercising together? Do you think people from other races would feel as if they are welcome in the new class?

By simply using a photo of a racially diverse group of people, you’ve designed for inclusivity.

When designing, we should also consider the viewer’s possible stress levels, emotional state and other situational factors that may alter how they interact with the design. Providing captions and closed captions on a video, for example, can assist both the hearing-impaired and the hearing-abled when watching the same film in a noisy environment. Larger text size, which caters to those with vision impairment, can also benefit someone driving a car.

By considering who your audience is, thinking about diversity, and making changes that cater to as wide a cross-section of people as possible, you can ensure your brand’s designs are inclusive.

The process of inclusive design

The inclusive design approach is not always straightforward. Because the goal is to include those who have previously been excluded, it ultimately depends on your audience, product, and marketing plan history. However, here are some pointers on how to identify inclusive actions that will work for you.

1. Recognise exclusion – designing for inclusivity not only opens up our products and services to more people, it also reflects how people really are. All humans grow and adapt to the world around them and we want our designs to reflect that. Something as simple as showing someone making a purchase from their phone rather than on a computer can help with inclusivity – and keep your brand relevant.

2. Solve for one, extend to many – everyone has abilities, as well as limits to those abilities. Designing for people with permanent disabilities, such as those who are hearing or visually imparied, actually results in designs that benefit people universally.
   
   For example, voice over technology enables any user, including those with low vision or no vision at all, to utilize an iPad or iPhone. However, voice over technology adds something for sighted individuals in situations where they must keep an eye on what they are doing: It enables people to listen to directions while driving or a recipe while cooking.

3. Learn from diversity – Human beings are the real experts in adapting to diversity. Inclusive design puts people in the centre from the very start of the process, and those fresh, diverse perspectives are the key to true insight.

Most brands conduct market research to better understand their target audience, and this is ostensibly the group of people for whom your design is being created. But it’s important to understand that this information is unavoidably fallible—target audience research is based on data as well as projections, which can give you an indication of what assumptions you have about your demographic. The first step in challenging these assumptions is to identify them.

If you’re a sneaker brand, you might assume your audience is made up of people who enjoy running. You likely think of them as fit, in their 30s, and health-conscious. Because of this, your designs likely include images of people who match that description. But consider people who are in the process of changing their diets or fitness patterns, or who may be elderly and need comfortable shoes, or who use a wheelchair – they might like or already use your sneakers, too. By showcasing a more diverse range of people, you’ll not only design for inclusivity but may even boost sales because of it.

Practice inclusive design on a regular basis

With inclusive design, a varied group of individuals experience a product in a variety of ways while also experiencing a sense of belonging. This broadens the product’s appeal and simultaneously elevates the product and its users to the top of the priority list.

At the end of the day, inclusive design will give everyone a smooth user experience, regardless of whether they have a temporary or permanent impairment. In turn, this can help brands reach previously untapped customer segments. It’s a win-win, really.

Want advice on inclusive design but don’t know where to turn to? Write to us at hello@mutant.com.sg

One of the hardest things to do in life is admit you’re wrong. Our instinct as humans is to defend ourselves, explain the situation, and make people understand why we aren’t wrong — and if that isn’t possible, to keep our heads down and lie low until the situation passes and people move on.

But there are times when we truly are wrong and have hurt others with our words or actions or both. And when that’s the case, it’s important to apologise to those we’ve hurt.

Though we all know the power and importance of an apology, it’s still a hard thing to do. Apologies are humbling and require vulnerability as well as self-reflection and evaluation. They  require us to learn, grow, and change for the better. But these just so happen to be things most of us aren’t particularly comfortable with.

Because people are behind brands, the same reticence extends to businesses that find themselves being “cancelled.” And this extension is only exacerbated by legal consideration (especially if you live in a place where apologising is legally the same as admitting guilt), which can make companies vulnerable to lawsuits.

The case for apologising

However, in this digital age where fans and consumers have the power to hold brands accountable, apologising is often the one thing people want to hear. In fact, research from Porter Novelli shows that 88% of people are more willing to forgive a company for making a mistake if it shows a genuine attempt to change. 

So by refusing to apologise or issuing a “non-apology” in hopes of placating people, brands risk not only furthering negative sentiment, but losing customers and suffering loss of revenue.

But even brands who do apologise often make things worse for themselves.   While it may sound simple enough, many brands have gotten it wrong by issuing “apologies” that are anything but and instead offering excuses, gaslighting people, or taking a condescending tone.

Check out these “apologies” gone wrong to understand what we mean:

1.  “Our holiday spot was created to celebrate that fitness and wellness journey. While we’re disappointed in how some have misinterpreted this commercial, we are encouraged by — and grateful for — the outpouring of support we’ve received from those who understand what we were trying to communicate.”

— Peloton

2. “This is [German radio host Matthias Matsuchik’s] personal, taste-based opinion regardless of the band’s origin or cultural background. You don’t have to share this taste… He has also tried to address this in the moderation mentioned, but this does not change the fact that many of you have found his statements hurtful or racist.”

— Bayern3

Not great, right? And yes, all of these “apologies” backfired and further enraged people. 

How to apologise when you’ve been cancelled

So. How do you go about properly apologising? Here’s how to get it right:

You have to say you’re sorry
Yes, we mean this literally. Your apology needs to have the words, “We apologise” or “We’re sorry.”

But if you can’t say this, legally, then your statement needs to make it very clear that you understand the mistake and have a plan for rectifying it. If you don’t get this part right, you will be called out and the situation will become worse.

You have to get the tone right
An apology is not the time for your brand voice – as great as it may be – to shine. So drop the affectations, ignore the style guide and write from your heart. As long as it’s humble and human, genuine and sincere, you’re doing it right. 

You have to apologise as quickly as possible
This part can be hard, especially if your company has a lot of internal stakeholders and people who need to sign-off on communications. To speed up the process, we suggest having a crisis communications plan that includes a team for expediting things like holding statements and apologies. But if you don’t have that yet, figure out how to get approvals as fast as you possibly can and publish the apology both internally and externally. Time is truly of the essence when you’re embroiled in a cancel crisis, and a heartfelt apology can do wonders for helping the company manage it.

That’s really all there is to it – and yes, it is both very easy and very hard. If you’re in need of some inspiration, here is an example of a sincere apology that successfully won people over to inspire you.

“The comments I made were unacceptable and disgusting, full stop. Comments that I regret and to everyone I’ve offended, I am sorry, these are attitudes I’ve left in the past. …That isn’t an excuse, I take responsibility for my mistakes and hope you can understand that my younger self doesn’t reflect who I am today. Again, I’m sorry to everyone I’ve offended. To the LGBQT community and my supporters and friends, my deepest apologies.”

—Stormzy

Once you’ve released your apology, then the real work begins: implementing the change needed to put your words into action. It may be a long journey, but it’s an important one –  one that will strengthen your brand and inspire loyalty from your customers. 

Need help writing an apology or putting together a crisis communications plan? We can help – take a deep breath and drop us a line at hello@mutant.com.sg.

I will admit that as a consumer, I’m a real sucker for green alternatives. Metal straws, safety razors, shampoo bars – I’m here for it, and I’m not the only one. A recent study by Nielsen found that nearly 80% of Singaporeans are willing to pay premium prices for products that contain environmentally friendly or sustainable materials.

Given this consumer sentiment, why are green branded products beyond the mighty metal straw not flying off the shelves? 

Here’s the deal: despite consumer intention, the green narrative is not an easy one to master, and consumers are losing faith in the authenticity of green efforts  from brands. With increased consumer distrust due to ‘greenwashing’ (making an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly) and general news overload of the ‘green agenda’, it’s more  difficult for green brands to be seen as authentic  and connect with consumers, let alone effectively change spending habits and lifestyle choices. 

But it’s not impossible to get it right. 

A holistic communications strategy that highlights transparency, action, authenticity and the power of individual action is key to making consumer connections and becoming a trusted green brand. Here’s what you can do: 

Thoroughly examine your brand  

Are you really a green brand? 

Many brands have tried to leverage the green movement over the years, implementing marketing strategies to position themselves as environmentally friendly without actually having the initiatives in place to make that claim. If your brand is well-respected by consumers, learning that you aren’t what you claim can severely damage a reputation that took years to establish. For example, Mcdonald’s replaced their plastic straws with paper straws in 2019,  in an effort to be more eco-friendly – but there was a major problem. Plastic straws can be recycled; the new paper ones can’t be. And consumers weren’t lovin’ it. 

It can be tempting to run eco-conscious campaigns in order to tap into the promising market of green warriors, however if you don’t have creds, your consumers will see right through you. So if you’re going to claim a product, initiative, or company is green, you need to be certain of it.

Allow your consumers to hold you accountable 

Lack of information = lack of trust. 

Green communications aren’t about big achievements, but about transparency. By showcasing your company’s commitments you should simultaneously register your shortcomings as well. And while this might seem counterintuitive, they will appreciate you being upfront and realistic about your commitments. 

If you’re truly committed to the cause, one way to be transparent is to set concrete action steps with clear deadlines that are communicated to the consumer. This allows your audience to keep you accountable while managing their expectations. The steps you take could be anything from including sustainability goals in the Corporate Social Responsibility section of your website, to building a social media campaign around your plan. 

Always keep in mind that the size of the action doesn’t really matter – what’s important is to be transparent about your efforts. Consumers who care about the environment and are seeking out green brands often are very knowledgeable on the topic and will appreciate it if they can see that you’re genuinely trying, even if it’s just baby steps.

It’s a marathon, not sprint 

Many brands have made the mistake of trying to make big changes quickly, leading to their green initiatives not being fully thought through. For example, in 2017 paint brand Valspar quickly removed an additive from one of its product lines in order to be compliant with EU chemical regulations meant to protect the environment  only to be quickly hit with a slew of complaints about smelly rooms. The removal of the additive had allowed bacteria to grow, resulting in what the company described as an “ammonia-like” smell. 

What we learn here is that it’s important that brands take their time when it comes to reformulating, repackaging or re-imagining their products to reduce environmental impact. And that if it’s done wrong, it can do much more harm to your brand reputation than good. 

Enjoy the journey 

Going green shouldn’t be a marketing strategy, but an action taken because your business is passionate about reducing its environmental impact. Consumers can tell when a business is being genuine, so if you’re going to go down the green path, have fun with it, enjoy the journey, and make sure you communicate that passion to your customers. 

Need help with your green comms? Get in touch with us at hello@mutant.com.sg

If you’ve got a smartphone in your pocket, you are surely no stranger to some form of social media. From checking Twitter for updates on the latest dine-in restrictions (boo Covid-19), and posting #InstaWorthy stories of last night’s dinner with your best mates – it’s always exciting, and ever so addictive. 

However, if you’re here, you know that social media doesn’t just work well for keeping up and catching up — it also provides an avenue to share information about your brand, build a community of like-minded individuals, and connect with consumers in authentic ways.

Social media is powerful stuff — which brings us to the big question, how can you harness that power and turn it into engagement and results? If you’re looking to get your brand started on social media, here are some pro tips to keep in mind.

Understand what content works on different social media platforms

Social media channels are in abundance, and while they may appear to serve the same purpose, they’ve got their own strengths and unique characteristics that help them effectively reach different sorts of audiences using varying content formats. Let’s break down a common few that you might be familiar with. 

• Facebook connects businesses with like-minded individuals, and is ideal for sharing content such as announcements, images and videos. In particular, video performs better than other types of content on this platform, and you can easily add page links to drive traffic to your website.

• Instagram provides a visual way for businesses to to connect with their audiences. Aside from being an aesthetic outlet to present a curated brand personality, it also allows businesses to create interactive Stories and LIVE videos for two-way engagement..

• Twitter is a great platform for businesses to start social conversations or make important announcements. Similar to Facebook, Twitter also allows for clickable links that can send traffic back to your website. 

• LinkedIn is the place to be if you’re looking to build thought leadership, establish yourself amongst peers and network with potential partners.

• TikTok allows businesses to reach the younger crowd with short-form videos that are perfect for grabbing attention. It is a versatile platform that thrives on creativity, while giving you the opportunity to hop on trends that are relatable to your audience.

Narrow down the channels that work for what you want to achieve

Too much to absorb? If you’re feeling overwhelmed, the good news is you don’t have to use all available social media channels –  just the ones that work for your business! 

To determine the right platforms for your needs, start by defining your purpose. Are you looking to sell a product? To build a community? Or to inform and educate? If I work in events, Twitter may be the perfect platform to broadcast announcements and hold lively discussions on what programmes to carry out next.

Then, look at your target audience. What are their ages, demographics, and interests? Different generations consume content differently. For example, TikTok is a great way to reach younger audiences, who are gradually moving away from platforms like Facebook. While Millennials may be more active on Instagram, they still frequent Facebook for  video and news content.

Experiment. Experiment. Experiment.

Now that you’re all set up for social media, it’s time to get some engagement going. What works for one organisation might not work as well for the next, so experimentation is key! From IGTV interviews, AMAs, video content, giveaways, mini-games or interactive Stories, there’s so much to play around with.

If you need some inspo to get started, here’s an example of a fun little game we put together during Easter for Singapore Sports Hub, that achieved four times more organic interactions than usual.

Don’t forget to be human

An important thing to remember is that authenticity is important. Mindlessly  jumping on trends to appear relevant, for example, is an instance where audiences can tell that content is not genuine. So make sure that whatever you advocate for on social media is something your business is really taking action on and translating into real life.

People enjoy engaging with real people, so share human interest stories, spotlight your employees, and provide your brand with a face that your followers can relate to. Another way to lend a personal touch to your social media channels is to set up community management, answering queries, responding to comments and interacting with your followers on a deeper level. This will help you to build relationships and a true sense of belonging that will leave audiences always looking forward to more of your content.

Want to get started with social media? Write to us at hello@mutant.com.sg

Picture this: it’s media release day. Your PR agency has prepared a fantastic message and press conference, which you have spent over five hours rehearsing for. The room is full of journalists and stakeholders. You nailed every sentence in your speech, and some of your guests might have even given you a standing ovation. 

But as the days go by, the coverage is not what you expected; the public response is lukewarm and your post-release content is receiving low engagement.

Worse, online forums and the comment sections are abuzz with critiques on the poorly done visuals and infographics. Some make fun of your “ugly” press conference backdrop, call the designs “badly photoshopped”  and poke fun at the “cheap-looking” visuals. Some media outlets even choose to ignore the visual assets distributed in favour of their own photo bank.

It’s a disappointing outcome – especially since it could have been avoided if only the design had been better. Why weigh a brilliant PR campaign down with bad design?

At Mutant, we believe every campaign should be treated as an avenue for your audience to experience your brand, rather than just a one-off stint or a publicity stunt. So, it’s worth every dollar to appeal to the eyes and emotions of your audience alongside reason and data. 

Here are three reasons why we always push for good design to accompany our PR and content works:

Good design amplifies PR tools

Think of it this way: you’re helping the journalists talk about you. It’s far easier to cover an event where the media kits are purposefully designed and the fact sheets are easy to read. 

Give the journalists what they want and make it appealing. For example, think of your media kits as a funnelled communication piece; a prefacing one-page summary of the entire campaign, followed by a fact sheet with more infographics, important quotes and product samples if applicable, and more detailed materials (the official press release, executive bios, shareables, and  official photos. 

We would like to encourage you to make infographics your best friend, especially when dealing with vital facts and figures. If the journalists can grasp the key points of your campaign in one  minute, you’re doing them a favour. 

Massage the medium

How you say something is just as important as what you’re saying. This adage also applies to the design of physical and digital events. Aside from your media kits, consider jazzing up the press conference backdrop and even the venue itself.

Every corner of your venue should carry your key message and tastefully match the aesthetics of your campaign. In other words, make the event an  “Insta-worthy experience”. If you have great culinary taste, you could even curate refreshments that tie into the theme of your campaign! 

Your event will be far more successful if your guests can touch, taste, see, hear, and smell your message. Treat them as you would influencers, and make sure that covering your media event is an unforgettable experience for your journalists.

One particular element that might go overlooked is the fact that many event halls these days offer LED backdrops, so make good use of them. 

Well-produced animated videos and slides will keep your guests engaged throughout a conference or presentation. With digital events, consider the variety of streaming platforms available today and how they can make your livestream a unique experience, even on screen.

Help them to create more content

In addition to a product launch or announcement, your event could also be a treasure trove of content. As you plan your media event with your agencies and vendors, think like a content creator. Ask questions like, “how many short clips and tweets can you generate from a single event?”, “What is the coolest thing about this campaign?” and “How many photo ops will I get?” 

Bonus points if your event is meme-able too (in a good way!)

By planning these elements, you can ensure that these talking points and assets are well-designed for social media making it easier for reporters and attendees to cover your event. It pays off to prepare shareable content for multiple social media platforms in a variety of  formats. When we help our media colleagues, they can do their job better.

These are just a few of the ideas on how good design can improve your PR campaign. With a little attention paid to the design aspect of your event, you too can bump up engagement with your audiences.

Want to know how to jazz up a PR event with good design? We can help: hello@mutant.com.sg

Cancel culture has a bit of a bad rep. At least, among well-known names decrying the phenomenon.

From Donald Trump, who has made derogatory remarks about, well, everyone, to local  influencer Xiaxue, who is infamous for targeting the disabled community, minorities and overweight people, we’ve seen plenty of high-profile folks speaking out against what they term as ‘mob mentality’. 

The term has now become loaded, as it is unnecessarily politicized. People who are frequently “cancelled” have written it off as an unfair mob mentality from teenagers on the internet.

But if cancel culture is not just online outrage, what is it, exactly? At Mutant, we define it as the ability for consumers to hold brands accountable, and the opportunity for brands to listen, learn, and implement change.

So sure, while being “cancelled” can be a frightening experience, when you or your brand are at the receiving end of angry and vocal consumer outrage, it’s best to resist the temptation to buckle down and treat it as a momentary social media storm that will pass. 

Because newsflash: it just won’t. 

Take, for example, the case of Dolce & Gabbana — in 2018, the luxury brand was heavily criticized by Chinese consumers for its racially insensitive and insulting ad campaign. In response, the powers that be at D&G simply scrubbed the ads from its social media channels and thought that would do the trick. The lack of apology coupled with continued racist behaviour from brand’s leaders led to a 98% drop in sales – something Dolce & Gabbana has yet to recover from in the Chinese market.

So let’s go back to that definition of cancel culture: the ability for consumers to hold brands accountable, and the opportunity for brands to listen, learn, and implement change. After seeing how Dolce & Gabbana experienced not just online backlash, but a tangible negative impact on its business, it makes more sense than “mob mentality,” right?

Thinking of “cancel culture” simply as a way for consumers to hold brands accountable is a much more useful and constructive approach to the hot button topic, and I’ve a confession: I plagiarised that description word-for-word from our newest Mutant playbook, You’re Cancelled: How brands can use PR & Content to navigate a crisis. The hyper-linked title was a hint for you to click away and get learning (seriously, the playbook has some greatly  valuable insights on navigating crisis), but if you’re still reading on (thanks for your support, mom), here’s a sneak peek of what it has to offer:

FIRST STEPS TO MANAGE BEING CANCELLED 

Let’s say your brand’s social media page receives a notification about a comment. Then another a second later. And then a thousand more comments pile up, all of them angry with your company. Not only do you witness a historically high rate of engagement, you’ve also got a full-blown PR crisis on your hands.

So, please don’t throw them up in the air like you just don’t care: you have to take swift steps to get the situation under control. First, tune into social sentiment to identify the people who are part of the outcry and why they’re upset. 

Ask yourselves these questions: Who are the people banging on your gate? What are they responding to? And mostly importantly: does it really matter to your brand? (Hint: the answer isn’t always a yes). Once you’ve gotten a better idea of the situation, you can work on actually understanding what went wrong and conveying this to your audiences – if, that is, it does indeed matter to your brand and is something that needs to be corrected. 

The first piece of external communication you should put out is a statement — one that acknowledges the situation and the fact that people are upset without being defensive. If there are too many layers to sort through and you need to buy some time, a holding statement works as well. The first response doesn’t need to immediately solve the issue, but it must let people know that you are aware, that you  are listening, and that you are urgently working on a resolution.

THE BRANDS THAT GOT IT RIGHT — AND A FEW THAT DID NOT

We’re not just experts because we have helped clients handle past crises well — we’re experts because w  constantly survey the field to understand consumer sentiment, industry trends, and all the latest bad and rad crisis management approaches. 

We’re talking the hubbub around Victoria’s Secret rebrand, the days-long outrage surrounding Circles.Life’s trendjacking on racism in Singapore, and L’Oreal Paris’s response to being called out amidst the Black Lives Matter movement. We’ve studied and analysed these approaches in our cancel culture playbook to distill the best bits and learning points. There can never be a one-size-fits-all solution because undoing cancellation requires a strategic, specific and tailored approach to extinguish the reasons that a brand is coming under fire. But we most certainly can prepare ourselves by taking tips from the best, and learning lessons from the not-so-best.

Good and Not-So-Good apologies from brands: A snapshot from You’re Cancelled 

PREVENTION IS BETTER THAN CURE

An apple a day keeps the doctor away, but we still buy health insurance (and for good reason, too). In the same vein, social media moves extremely quickly, and staying one step ahead of a crisis means that brands must be able to anticipate and respond to any crisis with a toolkit that is already in place, far before the first dissenter taps “post”. Taking stock of the issues that might crop up ahead of time puts you in a better position to respond immediately to impending crises, without getting caught off guard. 

This starts with scenario mapping and builds into short-term plans for crisis communication that lead to longer-term plans for success. Responding with immediacy is important, but if cancel culture is a tool for accountability, then consumers must see real and concrete outcomes resulting from any promised  changes. This step is non-negotiable. To bounce back, you must show sincerity in your words and actions. Your genuine apology and actual work towards real, meaningful change is what will eventually shift sentiment in your favour and win back customer loyalty.

It’s never easy to manage a crisis, and consumer outcries related to cancel culture can be terribly intimidating. But opening your eyes and ears to the situation and treating it as an opportunity to grow, progress and improve your brand is the first step to successfully turning the situation around. You may be cancelled – but if you play your cards right, you can convince your audience to resubscribe.

Want a deeper dive into the strategy, approach and tactics around crisis management?  

Download Mutant’s newest playbook, You’re Cancelled: How Brands Can Use PR and Content to Navigate a Crisis, or drop us a line at hello@mutant.com.sg to find out more about creating your crisis roadmap.

The global pandemic has stretched on for a year and a half, and we are still battling it. Following the scientific community’s rapid work on and development of COVID-19 vaccines, the path to immunisation is well on the way. However, successfully vaccinating the global population has posed several challenges, including  production and distribution, but also  vaccine acceptance by the general public. 

According to the Trust in Covid-19 Vaccines report by media intelligence firm Carma International, COVID-19 vaccination hesitancy  around the world is not only driven by supply volume and logistics, but by the lack of clarity, consistency and certainty of communications from government spokespeople and political leaders. 

Governments play a very important role in educating the public about COVID-19 and scaling up vaccination efforts. Building acceptance and trust in the vaccines is vital for countries looking to boost their vaccination rates, so they can be a step closer to achieving herd immunity. To build that trust, it is important for governments and leaders to clearly communicate information about the vaccines available, to reinforce the benefits of getting vaccinated, and to carry out the vaccination process safely and effectively. 

This is especially true as variants of COVID-19 are continually discovered and infect more people around the world, while at the same time vaccine hesitancy rises. For example, a survey by the Sydney Morning Herald and Resolve Strategic found that almost one-third of adult Australians say they are unlikely to get vaccinated because they are worried about the vaccine side effects and felt they did not know enough about the vaccines. Australians also felt that there is no rush to take the jab while international borders remain closed.

This worrying trend has been escalated by reports of people cancelling their appointments or asking about whether they should even have their second dose. The combination of fear and complacency over the perceived risk posed by the virus has led to hesitancy, which the government is fighting to overcome.

While it is true that a small minority of people hold strong anti-vaccination sentiments, the hesitancy to take COVID-19 vaccines is largely evident in many countries where misinformation is rampant. Therefore, effective communication is crucial.

Here are some tips on creating effective vaccine-specific communications that educate, and build both reassurance and trust:

Ensure coordinated communication

Having a national vaccination strategy is important, but it is important for governments to ensure consistent and coordinated vaccine communication with state governments and community organisations. Message framing and language preference may vary depending on the community of focus, but it is important to minimise conflicting messages by keeping vaccine-related information as consistent as possible. 

Stick to facts and proven research

Our willingness to be vaccinated is highly dependent on trust. Do we trust that the vaccine will keep us safe? Do we trust the people who developed it? Governments can help ease worries by communicating clear and consistent messages on the research vaccines are based on, what the vaccine does, what its potential side effects are, and the positive effects it has on both people and communities. 

Stay away from scare tactics

An Australian government “Arm Yourself” Covid-19 awareness advertisement featuring a young woman gasping for air in a hospital bed has been criticised for its scare tactics, which experts say can cause people to become more fearful of vaccine side-effects. The ad was also criticised for the government’s decision to target younger Australians, a group not yet eligible to receive the vaccine at the time of the ad’s release. 

Different strokes for different folks

There’s no one-size-fits-all approach to vaccine communications. Different generations will have different fears surrounding the vaccine, which will require different key messaging. Take this into consideration and tailor your statements and literature to each demographic.

Strategic partnerships

Getting the word out about vaccinations goes beyond statements from public officials and official state-sponsored campaigns, and many governments have partnered with major brands to encourage more people to get vaccinated. For example, The White House partnered with McDonalds to provide vaccination information on its coffee cups to promote vaccine confidence and drive vaccine appointments. 

Grab has also worked with governments in Southeast Asia to offer mobility, communications and logistics support for national vaccine deployment. Not only did Grab offer discounted rides to and from vaccination centres, they also helped to deliver vaccines to rural areas, and used their platform to conduct a “Covid-19 Snap Survey” to gather real time data on vaccine sentiment to help public health authorities better tailor their vaccine strategy and messaging for the public.

Provide incentives and rewards

Some countries used incentivisation to motivate desired public health behaviour. From free cars in Moscow, cash prizes in the United States, and even a cow raffle in the Philippines are some ways governments are encouraging people to get vaccinated. 

It takes a coordinated campaign to stop a pandemic, and public trust in COVID-19 vaccines is essential to the success of a country’s immunisation program. As important as effective vaccination roll-out is, clear, concise, and educational communications that encourage the population to get vaccinated in an effort to reach herd immunity are equally important. 

Last year, the world was coming to terms with Covid-19. Today, we see the return of pre-pandemic normalcy for some parts of the world. Although it is too soon to declare a victory, it is up to governments from all around the world to ramp up their vaccination efforts to continue fighting the battle against Covid-19.

Need help with crafting the right message? Reach out to Mutant’s content specialists at hello@mutant.com.sg. 

If that title caught your attention, we need to have a little chat.

But before we begin, I have a few questions for you:

• Does your 40-hour workweek often turn into 50, maybe even 60 hours?
• Do you frequently find yourself working on weekends?
• Do you feel uncomfortable (or worse, guilty) when asking for time off?

If you answered yes to any of the questions above, it sounds like you’re in a toxic agency that’s overworking you — and you’re not alone. The agency world is notorious for long hours, highly stressful environments and poor mental health among employees. The suicide of an overworked Dentsu Japan employee back in 2015 sparked a conversation around the need for better work-life balance in the ad world –  a debate that continues to rage, partly because of no signifcant changes to the work culture. 

The pandemic has only worsened an already difficult situation, as the blurring lines between home and work are making it harder for people to switch off. But the good news is that there’s light at the end of the tunnel. Already, a number of agencies are taking steps to create healthy work environments — from flexible working to encouraging open discussions around mental health – but that’s just one side of the equation.

As employees, here’s what we can do at our end:

Put it on your calendar

Planning and scheduling your tasks is  a great way to gain greater visibility over  your workload. Personally, I find it very helpful to plan out my entire week on a Monday morning and divide the workload into bite-sized tasks with specific time slots marked out for every job. It not only makes the week seem a lot less daunting, but improves focus.

Self-imposed deadlines may seem like they’re adding  pressure, but they often have the opposite effect.  In fact, it  goes  a long way in helping you meet your daily goals and log off at a reasonable hour. With the rest of the  day at your disposal, you can unwind peacefully, knowing that your workload for the next day is planned and in order. 

Normalise saying ‘no’

Being aware of the size and distribution of your workload has another benefit – it gives you a better picture of availability to take up new tasks.During busy weeks, you need to set boundaries. Working beyond your capacity is a huge red flag! Learn to say ‘no’ when you feel like you may be biting more than you can chew.

If you are a people pleaser like me, this won’t be easy at first. The drive to push yourself is not a bad thing  but it comes with the risk of turning into a burnt-out workaholic. That is why it’s necessary to gently set boundaries from the get-go and  ensure that you don’t overstretch yourself. 

Put yourself first

While work may be an important driving force of your life, it is not your whole life. You need to prioritise yourself, specifically your health. If you are not physically and mentally well, 

you cannot continue  delivering at the workplace 

Work is bound to suffer when you are not feeling up to it, so here is a quick checklist to keep your mental health on track:

• Ensure you have a healthy work-life balance and take enough breaks to recharge from time to time
• Spend time with the people you love, or cultivate hobbies that keep you positively preoccupied in your free time
• Practice mindfulness, meditation or some other form of self-care to stay in touch with your inner self

And despite your best efforts, if you ever feel like your peace of mind is slipping away, talk to  your  friends, colleagues and the people around you that  are more than willing to listen and support you. 

These little steps that we take for ourselves make a big difference in shaping our attitude and motivation towards work.

Want to continue the conversation around overwork and mental health? Drop us a note at hello@mutant.com.sg

Ever been tempted by a holiday tour in Japan? But not just any tour – one that promises an authentic overnight stay in a traditional ryokan with a luxurious onsen boasting healing properties, and a trek that takes you on an adventure deep within forested valleys. Or perhaps you’ve read an article on top beauty brands of the year. But not just any run-of-the-mill brands — ones that appeal to your values by offering cruelty-free and sustainable products.

This is exactly what effective PR can do for your lifestyle brand. It helps you convey your brand’s story and values in a way that resonates and connects with audiences, painting a picture of the lifestyle they relate to and desire, and ultimately building trust to ensure they keep coming back. 

Whether you choose to do this with a PR agency or carry it out in-house, here’s where you can start if you’re thinking about where to begin. 

It’s all about personalisation

First things first: ask the right questions. Find out what your brand needs to achieve and who you want to connect with. Understanding your audience helps you determine the right messaging, the issues you need to address, and where your brand falls alongside competitors. Finding ways to align with their interests helps you speak to them on a personal level and delivers authenticity that doesn’t come through in mass marketing. 

For example, think about Shake Shack’s approach to its launch in Singapore. The American fast-casual restaurant has a big enough brand presence to simply open on our shores without too much effort, but what it’s done well is adopting some Singaporean flavour in both its media releases and some of its menu items, which incorporate ingredients sourced from local purveyors. Just like that, the generic burger restaurant established a sense of relevancy and relatability to the local market that it wouldn’t have had otherwise.

But personalisation doesn’t just apply to your target audience. When you pitch your stories, tailored approaches work far better than a press release blast in reaching target media and publications, and this eventually results in outcomes that reach your target audience. When crafting a pitch note, think about the different verticals you hope to reach and why aspects of your news or announcement should matter to specific publications and their readers.

Storytelling that breathes life 

A brand name on its own is just a brand name, and there are tons of new brands launched daily. But how do we get consumers to fall in love with, and identify with a brand? This is where storytelling comes into play. Effective PR means telling powerful stories that bring your brand narrative to life, builds positive perception and influences thought and behaviour. 

Think about bags, shoes and watches from popular brand names – many of them don’t look like anything special on the outside, yet the brand name sells the idea of the type of lifestyle audiences want to live and identify with. Aside from just selling a product, you want to create an aspiration that your target audience strives toward. 

IKEA Singapore did a great job with this in their Shelf Help video campaign, seeding their message of being the ‘go-to retail store’ in relatable and humorous scenarios that made viewers sit up and go, “Hey, that’s me!” Similarly, an effective campaign makes consumers recognise themselves in your brand, and makes them stop and think – “That’s who I am, and this is the life that I want to have.” 

Build and maintain a community

Finally, an integral part of any lifestyle PR strategy is building a community on social channels. This allows you to garner a loyal following, connect with your followers, have ears on the ground and curate content that positions your brand on an aspirational level. You can do this through community management – for example, replying to queries that come in on a daily basis that build trust by showing you’re on the ball in addressing any issues and concerns.  In addition, you can find new and fun ways to engage your audience through functions like interactive Instagram stories or Facebook polls.

Time’s are changing! And in today’s modern world where traditional marketing is no longer as effective, it is clear that understanding your audience, building your brand story and creating real and authentic relationships with the people you desire to reach is key to an effective PR strategy that helps you stand out from the crowd.

If you’re a lifestyle brand and you need that extra PR-boost…you’ve come to the right place: hello@mutant.com.sg

Football superstar Cristiano Ronaldo made it very clear what his preferred drink of choice was when he publicly denounced Coca Cola at his Euro 2020 press conference. His actions gained global attention and were linked by many media outlets to a $4 billion dent in the fizzy drink manufacturer’s market value. While it was later revealed that the drop in stock was almost certainly not connected with his gesture, the whole incident was nevertheless a huge blow to the brand’s image. 

From a brand’s perspective, such incidents are proof that consumers are increasingly seeking authenticity in the products they patronise. This opens doors of opportunity for influencer partnerships and marketing — provided they get it right.

While tapping into influencers can help your brand receive positive exposure, it is important to find the ideal one for your brand. When influencer engagement is executed with care, brands can reach far beyond the scope of traditional marketing.

Many businesses run the risk of simply reaching out to ‘big’ influencers with no game plan or defined budget.

So, bear this in mind: 

Here are some tips to get started with:

Know what you’re looking for before you start looking

Start with the end in mind: What is the grand scheme of your brand strategy? Where do influencers fit into your expansion plans? Knowing the playing field is key to knowing how to strategise and engage the right influencers. It is essential to look at this from a business perspective to understand what  you want from influencer partnerships.

Find an influencer whose audience and messaging aligns with yours

Influencers come from a variety of backgrounds. They create content in different ways and engage different kinds of influence. Don’t get sidetracked with how many followers or how many deals with famous brands they have. Instead, consider who they speak to. What brands tend to forget is that far reach doesn’t necessarily equal favourable results and it makes more sense for brands to find niche influencers to partner with. 

A Kardashian-led campaign might be great for a fashion brand, but will they be a great fit for a fintech company? 

Look at their content

Does the influencer you want to work with believe in your brand’s values? Will they authentically represent your brand to their audiences? Be sure to check their social media content. This way, you will be able to determine whether they are a good fit for you and your target audience, and vice versa.  

You found the perfect influencer. Now what?

There are a few final things you can do to ensure success. We will walk you through it!

Approach the influencers as people first

Oftentimes, brands inadvertently make a fundamental mistake when they engage with influencers for the first time by not treating them as people. , they reach out to them with a business proposition as the first point of contact. This shows that brands are simply treating influencers as an advertising platform. Influencer partnership is ultimately about human connection, relationships, and partnerships. It is about beginning a dialogue and finding how to work with an influencer beyond ad spend. 

Building the relationship

Working with an influencer isn’t a one-time deal. As we like to put it: an influencer partnership is a marriage, not a one-night stand. Just as with all long-term relationships, it takes time to understand each other’s wants and needs and it takes time to understand what you need to give to turn an influencer into an advocate for your brand.

Engaging the influencer’s creativity

As a brand, it is natural to feel possessive over your message and how you’re portrayed. However, an often-overlooked element of influencer partnership is giving the influencer freedom to work their own magic on your brand’s message. For influencers to be as effective as they can with your message, you have to trust them to communicate with their audience. 

To dive even further into how brands can best partner with influencers, we asked Siu Lim (we LOVE her), a full-time pilates instructor and content creator to unravel better ways for brands to partner with influencers and she told us that.

“I like it when a brand knows what they want, and approaches me with a vision on how we can work together. However, it would be best if they are flexible and trust me to communicate with my audience. If a brand doesn’t align with my beliefs, and if they are very rigid on how I create content, there’s a possibility that I will decline the offer.”

So yes, it is quite difficult to figure out who and how to work with when it comes to effective influencer engagements and partnerships. Knowing how to find the right influencers for your brand makes all the difference. 

Ready to get your influencer partnership up and running, but you’re still unsure how to? Write to us at hello@mutant.com.sg, we’ll help to identify the perfect influencer for your brand!

If you’ve ever read a blog or an op-ed by a CEO, attended a webinar by famous brands, or downloaded a consumer marketing study, then you’ve seen content marketing in action.  

But what is content marketing and why do brands invest in it? 

Simply put, it’s marketing that aims to generate interest in your products and services using material that an audience might find helpful or interesting. The material can be written or designed (blogs, op-eds, reports or infographics), or it can be recorded (videos, webinars or podcasts). Unlike other forms of marketing that “interrupts” an audience to get in front of them, content marketing places more emphasis on being discovered through organic means, like word of mouth.

Content marketing works best when delivered through digital platforms such as social media and search engines. While not a magic bullet, it’s one of the many tools you can use to build your brand, establish trust, and make your brand more attractive to customers.

Here are a few ways content marketing can help your brand:

Sells without selling

Content marketing raises awareness of your brand through helpful, engaging or entertaining material. Sales may happen indirectly or later once potential customers become more familiar with your brand, but it’s not the immediate goal. Content marketing works best when it’s clear of anything that can be perceived as a direct sales pitch. Your content has to provide value on its own. It has to be something that people would want to share naturally. 

Positions you as an expert

Content marketing helps cement your brand as a thought leader in your industry. This means establishing your reputation as an expert and problem-solver for issues frequently faced by your target audience. When producing this type of content, make sure it is backed by a mix of facts, statistics, stories, and examples. There are a number of ways to do this – for example, business leaders often submit op-eds in publications to establish their credibility and ensure their company remains top of mind for potential and existing customers. Other examples include industry or sector reports, whitepapers, surveys, and more. 

Empowers customers

Content marketing doesn’t just benefit your brand. It empowers your customers, too. It might even be the reason your audience engaged with your content in the first place. When content boosts your audience’s knowledge about an issue, addresses pain points, and solves complex challenges, it increases the chances of brand recall. In turn, this makes them more likely to come back and give you an opportunity to nudge them further down the marketing funnel and towards conversion. 

Develops trust and enables word of mouth

Content marketing allows you to build a relationship with your customers. When people see your content is genuinely helpful or delightful without being outrightly self-serving, they’re more likely to share or recommend it to others. Recommendations from friends and family can go a long way: a survey by marketing software company HubSpot found that 81% of consumers in the US and the UK trust recommendations from friends and family over those of companies. 

Provides a foundation for social media and search engine marketing

Marketing has shifted online. According to media-buying agency GroupM, spending on digital marketing platforms will surpass those of traditional marketing this year, with Google, Facebook and Amazon as the main beneficiaries. Informative and delightful blogs, videos, infographics and other visuals can be excellent foundations on which to build your digital outreach strategy. 

Shareable content helps attract likes, comments, followers, and messages on social media, while reputable and high-quality content can help drive more traffic to your site. Indeed, outside of conversion, website traffic (cited by 44%) and social media engagement (cited by 43%) are seen as two of the most important metrics for content marketing, according to a March 2021 survey of 318 marketing professionals worldwide. 

Obtains leads

Leads are people who have shown interest in your product or service — in other words, potential customers. Done properly, content can generate leads that your team can follow up with later. Leads can be people who visited your website, liked a LinkedIn blog, downloaded your report, attended your webinar, messaged you on Instagram, sent you an email, added something to their cart, or purchased from your business before. They can also come in through a referral. 

Though a content marketing strategy is not the only way to obtain leads, it can be an extremely effective one. In one survey of marketers globally, 52% of marketers said content marketing helped them generate more leads or demand.

Marketing is more than just content. But when planned well, content should work in tandem with your other efforts to drive people down the marketing funnel. It increases your brand visibility, promotes word of mouth, and establishes your reputation while empowering your customers. In a landscape that’s increasingly reliant on major tech platforms to drive digital marketing, content is here to stay.

Need a solid marketing strategy? You’ve come to the right place: hello@mutant.com.sg

Sources:

1. Ascend2, “Measuring Content Marketing Performance”, 4 March 2021
2. Content Marketing Institute and MarketingProfs, “11th Annual B2C Content Marketing: Benchmarks, Budgets and Trends Insights for 2021”, 27 Jan 2021

When Chinese tech giant Xiaomi unveiled its new logo ahead of April’s Fool, there was a LOT of chatter  (and memes). Created by internationally acclaimed designer Kenya Hara, the new logo is part of its refreshed corporate identity, with the design concept of “Alive”. It took three years and over US$300,000 to create. The result? A superellipse – also known as a Lamé curve, which features mathematically rounded corners – and a redesigned ‘MI’ typography. Which ultimately means that it went from a square to a… squircle?

Source: The Verge

Unsurprisingly, many were unimpressed. As the face of Xiaomi’s prowess, the new logo drop felt underwhelming. However, there’s more to it than just rounded corners. Regardless of how you feel about it, one thing’s for sure: most people are missing the point. When we see past the marketing of it all, the new logo is not the rebrand – it just signals an exciting shift in Xiaomi’s future design directions. 

This is because rebranding isn’t as straightforward an endeavour as it may seem. It’s a huge challenge – and more often than not, it’s easy to miss the mark. A brand is more than a logo. More importantly, a rebrand should be evidenced by a meaningful and enhanced brand experience, not just a visual change. So if your rebranding exercise begins and ends with making the logo pop,then I’ve got some bad news for you – you’re not looking for a rebrand, you’re just looking for a new logo.

But before you brief your design team or commission a designer for your logo refresh, there are a few things you should consider.

If it ain’t broke, don’t fix it

While the logo is synonymous with your brand, it’s important to take a step back and recognise that it’s only one of the many facets of your brand and ask yourself why you think you should redesign yours. After all, a pretty logo can’t salvage a weak brand reputation, or a disorganised business. So consider whether the logo refresh is really what needs fixing – and if not, then leave the logo as is.

Bigger isn’t always better

But if you are looking for a refreshed logo because it no longer aligns with your brand identity, consider how your business has grown over years. Logos need to stand out, sure, but have you noticed that as brands grow more recognisable, there’s less need to make the logo pop? That’s because there is power in quiet confidence – when you let consumers make their own associations, it is far more compelling than forcing the recognition.

Rebranding is a holistic change

But if a rebrand is really what you’re after – an entire change to the corporate identity, not just the logo – then before embarking on this exciting venture, it’s vital to realise that this process is an arduous journey that costs not only time, but money as well.

Luckily, rebranding comes in all shapes and sizes. Your brand might just need a visual revamp – a simple logo refresh, an update to the colour palette,  new marketing materials that align with the updated corporate vision or goals. Even if it might not need a total 180, you first must determine the purpose of your rebranding. To do this, consider the stability of your structure, and how the rebrand will affect it.

Three reasons to rebrand

To help you decide if your brand warrants a revamp, let’s consider a few potential factors. 

• Repositioning the business
  If you find your brand messaging is getting stale, consider a rebrand to become more appealing and attract new audiences.
  
  In 2008, the e-commerce behemoth Walmart hit a rough patch and realised its slogan “Always low prices” didn’t work anymore. The messaging went awry – people started associating rock bottom prices with low-quality products and services. It was in need of an identity overhaul. As a result, their new tagline “Save Money. Live Better.” tweaked the narrative to communicate that its low prices actually improve lives, and the company also rolled out a new logo that radiated excitement and stores that were redesigned with a fresh colour palette. The campaign turned out to be a massive success.
  
• Modernising the business
  When Mastercard updated their brand mark by removing the stripes in the overlapping portion of the circles, it had been 20 years since the last change. (See above: if it ain’t broke, don’t fix it.) But changes in the market began threatening the company’s identity – with the rise of digital banking, the brand needed a reinvention that communicated  modernity and simplicity. Mastercard’s new identity was better optimised for smaller screens, and helped transition the company into the digital age successfully.
  
• Merging more than one business
  An immediate rebrand is warranted when companies merge and cultures collide. The challenge begins internally – to tackle disjointed entities, a rebrand is necessary to form a cohesive brand message that captures the best of both legacies.
  
  Take a page from Candid, the merger between Foundation Center and GuideStar, two of the biggest non-profit, information-sharing forces. The website features a sleek design with a mission statement, guiding principles, and a vision that communicates the best of both companies.

Once you’ve pinpointed and validated the reason(s) behind your visual refresh or complete rebrand, you’ll be prepared to finally send the brief to your design team or get that designer you’ve long-admired on a call.

Once the designs are approved, there is also a list of things to consider prior to launching your sparkling new brand successfully. You need the right team to coordinate the rollout plan, prepare press releases, create timelines, prep assets and collateral, assign point people…you get the point. But considering the time and effort you put into your rebrand, it’s important that it’s launched successfully so that your shareholders and customers understand the company’s point of view and see the vision as it comes to life.

Are you ready to make the switch from a logo design to a complete branding? We can help: hello@mutant.com.sg