In a little more than 100 years, the world has braved World War 1, the Spanish Flu pandemic, the Great Depression, World War 2, the 1973 and 1979 oil shocks, and the 2008/2009 financial crisis. We’re now faced with the Covid-19 pandemic, and predictions are that global GDP will fall more steeply than at any time since the Great Depression.
History indicates that brands that act effectively in a crisis can become disproportionately stronger after the event. Timely and sensitive use of marketing communication can help brands demonstrate their values, relevance and purpose to people at a time when they are needed most. If ever there was a time to be agile, anticipative, innovative and progressive, it’s now. Going dark is not an option. As we have seen from past crises, recovery from silence and inaction takes exponentially longer and is vastly more expensive. ..
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