How brands should behave during the Covid-19 pandemic

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Much as President Cyril Ramaphosa did for South Africans at the start of the Covid-19 outbreak, brands have the opportunity to inspire their markets during this time by choosing people over profits. It will connect brands and business to the hearts of SA consumers.

Going dark now would put brands in danger of being outmaneuvered by competitors who have figured out how to continue marketing without being opportunistic. What is required here is a relook at channel mix and focus, and activating in a compelling, useful or entertaining way.