Should your brand self-isolate during a pandemic?
Why putting brand, strategy and customer on hold is not an option
At this uncertain time, when businesses are cost-cutting and marketers are being tasked with reassessing their marketing campaigns, many marketing departments are questioning whether they should continue with their planned advertising campaigns and risk being seen as insensitive to the current situation, or go dark when customers are looking for familiarity and stability.
History shows us that companies typically opt to go dark during times of crisis to avoid positioning the brand negatively. However, this approach does more damage than good. Those companies that continue with their marketing campaigns are viewed more positively and survive a crisis better than those that don’t...
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