As we all absorb the constant swirl of changes due to the COVID-19 pandemic, it’s still impossible to say there’s a “right” way for companies to act. Never before have brands been put in such an accelerated crisis, having to rethink their entire messaging strategy, voice and even their purpose in the world.

People want to know what brands have to say, but with messages coming out at a rapid-fire pace, it’s important to focus on what brands are doing–something much harder to pull off. People are wondering whether they can continue to trust companies on the other side of this crisis. For some brands, that means they have a truly opportune moment-in-time to reposition themselves to drive even greater relevancy and sustainable, uncommon growth.

It’s too soon to say how the remaining months of social distancing, surging unemployment and inevitable cabin fever will reshape the consumer landscape. But we already see three clear brand “best practices” emerging and one big question every brand has to address. Let’s start with the best practices.

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