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  • How do we want brands to communicate during a pandemic?
  • How do we want brands to communicate during a pandemic?
    Marcel Strauß (2020) ©
Thought leader

What role do brands play in a lockdown?

From messages of support to those that aim to entertain, how can brands deepen their relationships with people during a pandemic? Canvas8 spoke to Tom Doctoroff, author of Twitter Is Not a Strategy, to understand the role brand behaviour plays during a time of uncertainty and crisis.

Location Global

“Right now we’re disoriented, right now we’re seeking both a return to normalcy but we’re also on the other hand more anxious than we were before,” explains Tom Doctoroff, global thought leader in East and West consumer behaviour and best-selling author of Twitter Is Not a Strategy, What Chinese Want, and Billions. [1] As people wrestle with this feeling of dislocation, there’s been a sharp rise in the amount and types of media consumed – 80% of people in the UK and US say they’re consuming more content than usual during the pandemic. [2] While the ...



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