In everything we do as brands, context matters. Beyond the basic actions taken to protect employees and businesses during a crisis, brands can either help or hinder our collective experience. So when a cultural moment shifts as dramatically as it has in the face of COVID-19, it’s important that brands address the issue with tact, empathy, and mindful marketing.
That said, when it comes to current and planned campaigns, marketing teams face unique challenges during a crisis. While it’s still early in the quarantine, we’ve already been asked to help our clients adjust their communication approaches. Thus, we thought it might be useful to share some of our general guidelines for marketing protocol during these challenging times.
