When companies have to respond to a crisis like COVID-19, it seems that marketing tactics and brand strategy suddenly, and inexplicably, drift apart. Brands that have spent years building a solid reputation often launch very reactive campaigns that potentially do more harm than good. Other brands show up and prove their brand promise in thoughtful and imaginative ways. What drives the difference and how do you determine the right approach for your company?

In this webinar, Dennis and Norman, experienced brand strategists and marketers, discuss the differences between Branding and Marketing, the important place both occupy in the business, and the critical integration that must occur to effectively communicate at all times, but especially during crises. This discussion will help marketers and others ensure their brand shows up in the right way, at the right time, every time.