With many parts of the world thrown into turmoil, brands are wondering how they should position themselves with consumers in light of the COVID-19 pandemic. After all, in a crisis period, you don’t want to appear opportunistic. No brand wants to be seen to be ‘winning’ at a time when consumers are scared about their health, their jobs, their families – basically everything – which has led to marketers pulling their advertising for fear of appearing tone-deaf. But nor should they want to lose, or for consumers to forget about them in their blind panic.
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