During these uncertain times, brands need to tread very carefully and make sure their messages are authentic and they are making a human connection with the consumer. Delphine Buchotte and Philip Atkins, partners in Phidel, a seven-month-old digital agency focused on purpose-driven brands, spoke about what they’re advising their clients and what they would tell other brands in terms of being agile and how to speak to consumers during this unprecedented time.
“As a brand you need to put your mission, your purpose at the forefront of your messaging,” said Buchotte, who was previously chief marketing officer of Diane von Furstenberg and earlier was chief digital officer at L’Oréal Paris in Paris. She said the message must be built on values and not on transactions.
“When you are articulating and engaging digital ecosystems, with multiple points of interaction with the brand, you can really redirect your dialogue to the web site of the brand, where eventually the transaction will happen,” she said.
Atkins, former vice president of Totokaelo, chief marketing officer and head of digital at Bugatchi Group and vice president global merchandising and sales at DVF, said they require that their clients have a very clear purpose and angle to their brand. They

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