3 Elements of Your Brand That Can Shine Through in These Harrowing Times

This will help preserve relationships with consumers in the long run

a golden diamond shining
It's time to let your true brand purpose shine through. Getty Images

Do tough times reveal the true character of a brand? Facing the coronavirus (Covid-19) pandemic and subsequent disruption in nearly all industry sectors, how might a brand’s choices reveal its nature or true personality, strengthen or damage or perhaps transform its relationship with stakeholders?

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Elina Tang is a marketing professor and consultant for the American Council on Education (ACE) and is a member of our Adweek Academic Council.
Lei Wang is the director of consumer insight at SPM Marketing and Communications.