Marketing in a crisis: to spend or not to spend?

Marketing in a crisis, whether it’s a company-specific crisis or a country-wide one, always raises the question of whether to continue spending or cut the budget to alleviate some financial pressure. The COVID-19 pandemic, the national lockdown, and the fear that an unprecedented recession will follow, certainly constitutes a crisis for businesses.   Many are under…

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How culture-led brands drive better engagement

Culture-led brands represent the sweet-spot where a strong brand meets a clear purpose and a healthy culture. As customers and employees become more and more demanding – seeking employers with a purpose, brands with a conscience and above all customer or career experiences that raise the bar – finding this sweet-spot becomes increasingly important.   In…

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