Campaign: One of the worst things brands can do right now is go dark, warn experts

Also in Campaign, Oliver McAteer cites experts who warn brands that any instinct to lie low during a global pandemic is not the right way to go right now. In a time of uncertainty, brands should double down on their consumer relationships, rather than lose brand equity.

“There is a risk of losing brand equity when advertising goes dark, and an opportunity to use this time to build and reinforce a brand’s relationship with their customers and prospects,” Jason Kanefsky, chief investment officer at Havas Media, told his network in a message. “It’s critical to understand what your customers are looking for right now—it might be reassurance about your store cleanliness efforts or your support for affected employees, rather than your core product.”

Read McAteer’s article here.