Best Practice Report

Brand And Communications: Leading In A Time Of Crisis

April 10th, 2020


The COVID-19 crisis requires all organizations to reassess their plans and activities. Organizations that respond nimbly and gracefully in the current crisis will likely be rewarded with increased trust and long-term loyalty from key audiences. The organization’s brand values should be the north star that guides its response to the crisis and brand and communications leaders must play a key role in formulating their organizations’ crisis response. In this report, we detail the short-term and longer-term steps that B2B brand and communications leaders must consider to ensure that their organizations respond appropriately to the COVID-19 crisis and eventually emerge in a strong competitive position.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.