The panel discussed the importance of building and trading on brand value in times of crisis. The panel shared that brands need to understand their customers and what their customers are going through, and deliver experiences and services that add value. The panel also shared that maintaining trust with customers is vital, especially in a crisis, and that marketing should not go dark in times of crisis. When responding to crises, brands should remember to react to the crisis, even if other people within the industry are not reacting, pay attention to what customers are experiencing, and introduce new services or procedures that respond to customer’s needs during the crisis. When responding to crises, it’s also important to remember that the crisis will pass, and how you establish your brand during the crisis will affect how you rebuild for the long haul.

Source: The Nation November 23, 2020 00:11 UTC