For the last few months, I've been watching with great interest how companies and brands have been acting on social media.
The good, the bad, and the really, really ugly.
For this post, I was planning to write a short manifesto on how brands should be acting while people are worrying less about buying stuff -- toilet paper excluded, of course -- and more about their health, their safety, and their financial security as a result of COVID-19.
But two of the smart people at TwentyFirstCenturyBrand beat me to it.
Jonathan Mildenhall and Neil Barrie created an amazing Marketing Through Crisis guide that outlines what people are looking for right now, what brands are setting the right example, and what brands are showing us exactly what we shouldn't be doing.
They've communicated exactly what I would have written in a way that's probably more articulate and definitely better looking than anything I was likely to create in a short period of time.
It's worth a read and a share.
And if you manage a company or a brand, it's worth reading a few times.
PS. If it wasn't abundantly clear from what I wrote above, let me emphatically state that I didn't have anything to do with the creation of this guide, as much as I might have loved to be involved. I came across it when the brilliant Jonathan Mildenhall, one of the co-founders of TwentyFirstCenturyBrand and someone I had the pleasure of meeting when we both worked at Coca-Cola, shared this on his LinkedIn feed. I'm sharing it because I think it's worth sharing and because I think you might benefit from reading it.