Category: Branding

If there is such a thing as a silver lining with COVID, it’s this: the pandemic has created existential crisis for organizations.

Their raison d’etre is being challenged, and may even be falling on deaf ears. Tradition is no longer a valid criteria for investing in a market or for growth mapping.

And in some cases, tradition is more of a hindrance than a help. It may no longer valued–Just ask your customers and your most disengaged employees….

In times of crisis, you must understand that you have to reacquire your clients and rebuild trust in your brand.

For example, I am a diehard Orange Theory Fitness (OTF) fanatic. Now, my membership is on hold because of the recommendation to close all gyms by the CDC. But, once the gym is reopened, I have to be convinced to once again invest my time, money and sweat in OTF.

For marketers, it’s the same train of thought….