Crises create uncertainty. They also create an innate desire to play it safe or worst still, do nothing. And unfortunately, this time round we can’t go to the Winchester, have a nice cold pint and wait til this all blows over. So as marketers, we need to think and act differently. This next bit is worth stating clearly, I think, and that is opportunity is not the same as opportunism. There will be brands and businesses that use the current crises as a chance to enrich themselves above all else.
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