Has your inbox felt like a junk box this week? Mine certainly has. Many retailers, lenders and hospitality companies are dispensing pablum. Every message sounds identical: “We know it is a difficult time, and we are here for you.” Every CMO and PR professional behind this insipid messaging needs to re-examine where they are expending their energy.

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….