HOW CAN WE CONNECT WITH CUSTOMERS WHEN TIMES ARE TOUGH?

"After coronavirus concerns swept the globe but before “temperature checks” became a universally understood business term, my advertising agency sent clients an anonymous survey to gauge how they were faring with their marketing efforts in confronting the pandemic. It was our version of a health-inspired temperature check.

The responses varied.

One client leaned completely in, avoided negativity, and sought to propose a collective solution to the broad problem at hand.

Another client stepped back and contemplated the response, looked at the different paths forward, and took a 180-degree turn from what it had planned to deploy.

Creatively, both approaches were right."

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