Nicholas Scibetta, Vice President for Communications and Marketing and Chief Communications Officer for Stony Brook University, offered branding advice and shared the experiences of Stony Brook’s communications team during the pandemic in an op-ed entitled “Marketing, communications and brand empathy in the time of coronavirus.” The op-ed appeared in University Business.
Scibetta advised that during the current crisis, empathetic marketing is more critical than ever, enabling brands to better understand and more deeply connect to audiences.
“If your institution already has a strong brand, an established mission and vision, and authentic core values you consistently follow, now is the time to lean into those in dramatic ways,” he advised.
“One of the most important positive outcomes for us in higher education is that we’ve become better listeners and better attuned to our audiences’ needs,” he wrote. “We found new ways, and updated existing methods, to engage with them.”