Guiding principles for brands in crisis during COVID-19

The impact of COVID-19 on businesses around the world is profound. Many have gone into bankruptcy and others are struggling to survive and respond in ways that will help in the short term and the long. But responding well now is key to future survival. What’s more, the unique opportunities for change that the situation presents can competitively empower businesses. When this is all over, wise businesses will be more competitively positioned than before. There are two essential guiding principles for wise businesses to follow when determining how to respond to COVID-19. Read more…