![\"Specsavers\"](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/Specsavers-1-300x208.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nMost of Specsavers\u2019 homepage is right on the money in terms of tone and messaging for the current situation, but this section felt out of place. Customers can\u2019t buy in store and won\u2019t be able to book appointments.<\/p>\r\n\r\n\r\n\r\n
The tone sounded incongruous too. \u2018Browse away!\u2019 is somewhat cheery for life during the lockdown, and we feel the strapline \u201cready, steady, shop\u201d sends the wrong message given the current shopping experience.<\/p>\r\n\r\n\r\n\r\n
Travelodge<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n![\"Travelodge\"](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/Travelodge-1.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nYou had to dig a little on the homepage to find this asset because most of the page gives useful updates about how Travelodge is supporting people during coronavirus. But when you come to the promotions about for going for \u2018a walk through a stunning national park\u2019 or going on an Easter egg hunt, it immediately jumps out at you for being off message.<\/p>\r\n\r\n\r\n\r\n
\r\n![\"Travelodge](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/Travelodge-business-1.png\")
<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThe following asset marketing business stays also feels inappropriate. The phrasing \u2018cutting down your commute\u2019 instantly sounds an alarm, and the tone also feels quite upbeat when lots of businesses are under pressure.<\/p>\r\n\r\n\r\n\r\n
Nuffield Health<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n![\"Nuffield](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/Nuffield-Health-Beauty-treatments-1.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWe think Nuffield Health may want to rethink its comms strategy in light of the coronavirus. The proposition \u201cbuilding a healthier nation\u201d feels out of place, if not a bit tone deaf, during a health crisis. Something softer or more supportive of individuals would be more appropriate.<\/p>\r\n\r\n\r\n\r\n
The wording \u2018treat yourself\u2019 for the asset about beauty treatments also sends out an untimely message. This is a brand that should be focusing on how it can support people\u2019s health and wellbeing during the crisis.<\/p>\r\n\r\n\r\n\r\n
Waterstones<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n![\"waterstones\"](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/Waterstones-Google-1-300x149.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWaterstones will no doubt be helping people get through lockdown with lots of brilliant reads. Its homepage is largely the same as usual \u2013 marketing bestsellers. However, the wording \u2018in-store\u2019 still pops up on a Google search. This would be a quick fix, but perhaps no-one internally has checked this customer touchpoint recently.<\/p>\r\n\r\n\r\n\r\n
House of Fraser<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n![\"House](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/House-of-Fraser-1-300x149.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThere are a few discrepancies on House of Fraser\u2019s homepage, which would be spotted on a thorough content audit. Aside from the \u2018Find your nearest store section\u2019, we felt that the suggestion of \u2018lingerie\u2019 under the heading \u2018home comforts\u2019 wasn\u2019t the right choice. (I\u2019m sure I don\u2019t need to explain myself here!)<\/p>\r\n\r\n\r\n\r\n
The North Face<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\nNow for the shining example. The North Face is all about exploration, so the brand positioning was up against a challenge in light of the global lockdown. However, we think it has pulled through with this lovely statement.<\/p>\r\n\r\n\r\n\r\n
At first, we thought we\u2019d found stumbled into pre-coronavirus territory. But it did make us smile when we realised that it was tackling the circumstances head on with a creative and crystal-clear comms strategy.<\/p>\r\n\r\n\r\n\r\n
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nYou had to dig a little on the homepage to find this asset because most of the page gives useful updates about how Travelodge is supporting people during coronavirus. But when you come to the promotions about for going for \u2018a walk through a stunning national park\u2019 or going on an Easter egg hunt, it immediately jumps out at you for being off message.<\/p>\r\n\r\n\r\n\r\n
<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThe following asset marketing business stays also feels inappropriate. The phrasing \u2018cutting down your commute\u2019 instantly sounds an alarm, and the tone also feels quite upbeat when lots of businesses are under pressure.<\/p>\r\n\r\n\r\n\r\n
Nuffield Health<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWe think Nuffield Health may want to rethink its comms strategy in light of the coronavirus. The proposition \u201cbuilding a healthier nation\u201d feels out of place, if not a bit tone deaf, during a health crisis. Something softer or more supportive of individuals would be more appropriate.<\/p>\r\n\r\n\r\n\r\n
The wording \u2018treat yourself\u2019 for the asset about beauty treatments also sends out an untimely message. This is a brand that should be focusing on how it can support people\u2019s health and wellbeing during the crisis.<\/p>\r\n\r\n\r\n\r\n
Waterstones<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWaterstones will no doubt be helping people get through lockdown with lots of brilliant reads. Its homepage is largely the same as usual \u2013 marketing bestsellers. However, the wording \u2018in-store\u2019 still pops up on a Google search. This would be a quick fix, but perhaps no-one internally has checked this customer touchpoint recently.<\/p>\r\n\r\n\r\n\r\n
House of Fraser<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThere are a few discrepancies on House of Fraser\u2019s homepage, which would be spotted on a thorough content audit. Aside from the \u2018Find your nearest store section\u2019, we felt that the suggestion of \u2018lingerie\u2019 under the heading \u2018home comforts\u2019 wasn\u2019t the right choice. (I\u2019m sure I don\u2019t need to explain myself here!)<\/p>\r\n\r\n\r\n\r\n
The North Face<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\nNow for the shining example. The North Face is all about exploration, so the brand positioning was up against a challenge in light of the global lockdown. However, we think it has pulled through with this lovely statement.<\/p>\r\n\r\n\r\n\r\n
At first, we thought we\u2019d found stumbled into pre-coronavirus territory. But it did make us smile when we realised that it was tackling the circumstances head on with a creative and crystal-clear comms strategy.<\/p>\r\n\r\n\r\n\r\n
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWe think Nuffield Health may want to rethink its comms strategy in light of the coronavirus. The proposition \u201cbuilding a healthier nation\u201d feels out of place, if not a bit tone deaf, during a health crisis. Something softer or more supportive of individuals would be more appropriate.<\/p>\r\n\r\n\r\n\r\n
The wording \u2018treat yourself\u2019 for the asset about beauty treatments also sends out an untimely message. This is a brand that should be focusing on how it can support people\u2019s health and wellbeing during the crisis.<\/p>\r\n\r\n\r\n\r\n
Waterstones<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWaterstones will no doubt be helping people get through lockdown with lots of brilliant reads. Its homepage is largely the same as usual \u2013 marketing bestsellers. However, the wording \u2018in-store\u2019 still pops up on a Google search. This would be a quick fix, but perhaps no-one internally has checked this customer touchpoint recently.<\/p>\r\n\r\n\r\n\r\n
House of Fraser<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThere are a few discrepancies on House of Fraser\u2019s homepage, which would be spotted on a thorough content audit. Aside from the \u2018Find your nearest store section\u2019, we felt that the suggestion of \u2018lingerie\u2019 under the heading \u2018home comforts\u2019 wasn\u2019t the right choice. (I\u2019m sure I don\u2019t need to explain myself here!)<\/p>\r\n\r\n\r\n\r\n
The North Face<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\nNow for the shining example. The North Face is all about exploration, so the brand positioning was up against a challenge in light of the global lockdown. However, we think it has pulled through with this lovely statement.<\/p>\r\n\r\n\r\n\r\n
At first, we thought we\u2019d found stumbled into pre-coronavirus territory. But it did make us smile when we realised that it was tackling the circumstances head on with a creative and crystal-clear comms strategy.<\/p>\r\n\r\n\r\n\r\n
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nWaterstones will no doubt be helping people get through lockdown with lots of brilliant reads. Its homepage is largely the same as usual \u2013 marketing bestsellers. However, the wording \u2018in-store\u2019 still pops up on a Google search. This would be a quick fix, but perhaps no-one internally has checked this customer touchpoint recently.<\/p>\r\n\r\n\r\n\r\n
House of Fraser<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\n\r\n<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThere are a few discrepancies on House of Fraser\u2019s homepage, which would be spotted on a thorough content audit. Aside from the \u2018Find your nearest store section\u2019, we felt that the suggestion of \u2018lingerie\u2019 under the heading \u2018home comforts\u2019 wasn\u2019t the right choice. (I\u2019m sure I don\u2019t need to explain myself here!)<\/p>\r\n\r\n\r\n\r\n
The North Face<\/strong><\/a><\/h2>\r\n\r\n\r\n\r\nNow for the shining example. The North Face is all about exploration, so the brand positioning was up against a challenge in light of the global lockdown. However, we think it has pulled through with this lovely statement.<\/p>\r\n\r\n\r\n\r\n
At first, we thought we\u2019d found stumbled into pre-coronavirus territory. But it did make us smile when we realised that it was tackling the circumstances head on with a creative and crystal-clear comms strategy.<\/p>\r\n\r\n\r\n\r\n
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\nThere are a few discrepancies on House of Fraser\u2019s homepage, which would be spotted on a thorough content audit. Aside from the \u2018Find your nearest store section\u2019, we felt that the suggestion of \u2018lingerie\u2019 under the heading \u2018home comforts\u2019 wasn\u2019t the right choice. (I\u2019m sure I don\u2019t need to explain myself here!)<\/p>\r\n\r\n\r\n\r\n
![\"The](\"http:\/\/www.strattoncraig.com\/wp-content\/uploads\/2020\/04\/The-North-Face-1.png\")
<\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n