Why Now Is A Good Time To Market and How B2B Brands Can Offer Value In A Crisis

This article first appeared on Forbes here.

In the midst of a global pandemic, the world is staring down a generational challenge. Like previous generations, which faced even greater challenges, today’s generation can emerge from these difficult times bloodied but unbowed. How we accomplish this will come down to not only the character of our people, but also the character of our brands.

History has provided many examples of great brands forged during difficult times. Disney, FedEx, Uber, Microsoft and LG Electronics are examples of brands that were established during recessions and then went on to achieve substantial growth and contribute significantly to society. Market conditions, scarcity of capital and other issues forced these brands to do more with less – to focus on their priorities and watch the details. With less room for error, their founders and early leaders made fewer mistakes and created cultures that were also less inclined to error.

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