Importance of preserving brand DNA on commemorative dates

Abstract

This article examines the interaction between brand DNA and commemorative dates, highlighting the importance of preserving it during these occasions in order to create emotional connections with consumers. It emphasizes the need to remain faithful to the brand's core values, without giving in to any kind of seasonal pressure. If, on the one hand, commemorative dates offer unique opportunities for brands to engage emotionally with consumers and boost sales, on the other, they can also represent a challenge to the consistency of the brand's identity. DNA deviation during these times can result in a loss of brand authenticity and consumer trust, compromising the brand's reputation and position in the market. In this sense, it is important to adopt well-designed strategies, valuing consumer feedback and measuring results.