Best Practice Report

Craft Your Brand Response Strategy For Crises

October 6th, 2021
With contributors:
Keith Johnston , Mike Proulx , Alex Schanne , Nick Monroe , Lexie Lawhon , Marissa Fritz


The COVID-19 pandemic continues to present a tremendous and unique crisis for brands. CMOs and marketing leaders, who are at the helm of a brand’s response, must follow a three-pronged approach, acting with urgency, empathy, and purpose. CMOs and other marketing executives should read this report to develop a framework and action plan for managing their brand through this pandemic as well as other future crises.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.