People’s behaviors and expectations have changed drastically over this period of isolation. Now more than ever, people are scrutinizing and questioning whether the brands they know and love are relevant or truthful. Many brands will now find themselves out of alignment with these new needs and will need to reconsider their direction. Thankfully it seems to be a perfect time to take on the challenge in this renewed era of creativity.

James Snook

May 2020

Voice is important in times of crisis, not least because there’s an unprecedented volume of communication happening right now. Not all of these messages are coming from brands, but still, it’s important to keep in perspective just how dense the forest of communications is right now. It’s also instructive to examine how different brands are putting voice to good use in order to transcend the transactionality of the typical day-to-day and rise to the current occasion—or not doing so. Saying “we care, and we’re doing something” might seem cut-and-dry, but plenty of brands have been criticized for coming across as boastful or sales-focused in communicating their Covid-related efforts or responses.  

Siegel+Gale

May 2020

The onset of the COVID-19 pandemic is causing disruption in nearly every facet of our lives. There is uncertainty that lays ahead, but one thing is for certain. Life and business as we know it is altered, and this change is not just for the short-term. Companies must begin to embrace that this is a … Continued

Siegel+Gale

April 2020

Our new normal is unavoidable: every day brings new questions and uncertainty given the COVID-19 epidemic. Between dealing with personal implications of social separation and approaching the immediate crisis communication needs appropriately, it can be hard to find time to focus on other priorities. These pressing requirements can mean that the core asset, key to not only survival, but ultimately long-term growth post-crisis, is not forgotten: the brand.

Brian Rafferty

May 2020

We can learn from recent crises to inform how brands should react and adapt to the current environment. Using past recessions and the 9/11 terrorist attacks as historical guides, here are six strategic behaviors to help your brand navigate a yet-to-be-defined future.

Kaitlin Smith

April 2020

Brand is a compass for familiar territories and uncharted waters. Doubling down on brand values during challenging times delivers organizational direction when it matters most. The teams that will be able to accomplish this throughout this global health crisis will emerge more robust.

Siegel+Gale

April 2020

We see the difficult road ahead as a clarion call for simplicity. We see the obstacles in our path as an invitation for kindness. And as our world faces down this common foe, we’re ready to take complexity out of the challenge.

David Srere + Howard Belk

March 2020