What role do brands play in a lockdown?
©Marcel Strauß (2020)
REPORT
15 May 2020
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.

Tom Doctoroff

Tom Doctoroff is a global thought leader in East and West consumer behaviour and the best-selling author of Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing, What Chinese Want, and Billions. He is also the former CEO of J. Walter Thompson.

Luana Sambell

Luana Sambell is a behavioural analyst on the Cultural Intelligence team at Canvas8. With an MSc in consumer behaviour, she’s interested in how pop- and sub-cultures shape people’s preferences, judgements, and decision-making. Outside of work, you can usually find her cycling around London looking for dumplings or natural wine.

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