The two questions that I’ve been getting the most this past week from organizations are, “Should we continue to market? and "Do we need to engage or talk about the crisis?”.

Like me, you’ve probably received emails from every organization you ever engaged with. Although I don’t think that’s the right approach, not acknowledging the crisis, can make your brand seem completely out of touch or worse, insensitive to what consumers may be going through.  

If this was a localized or short-term crisis, this wouldn’t likely be an issue, but the impact of the coronavirus pandemic is unprecedented and it have already had an impact never seen before.

So, what should brands do? In this episode I walk you through 6 guiding principles to help brands navigate this unchartered territory.